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Brief Published: 8 Apr 2016

The Guardian’s Key Marketing Trends for 2016

The Guardian Changing Media Summit 2016

At the Guardian Changing Media Summit in London last week, David Pemsel, CEO of the Guardian Media Group, outlined key challenges and opportunities for media and marketing in the year ahead.

Number one on his list was video: “You just want a lot of it,” he commented. This sentiment was echoed throughout the two day summit: Timothy Armoo, founder of UK social influencer platform Fanbytes, told us that “video rules”, while Amy Cole, Instagram’s EMEA head of brand development, revealed that there’s been a 40% increase in video consumption on Instagram in the last six months.

Secondly, Pemsel emphasised intimacy. “Anonymous reach is good, but without knowing anyone it is hard to validate the virality.” To achieve this, brands need to be “data scientists to gauge a sophisticated understanding of who people are, and then tailor content.”

This is particularly important as media consumption moves to mobile, Pemsel’s third key priority, where consumers want a hyper-personalised experience that reflects the intimate relationship they have with their smartphones. At the same time, Pemsel admitted that digital advertising underpinned by bloated tracking software is “cluttering up the environment”, especially on mobile devices. He stated that the ad industry needs to “stop stalking people – great ads need to exist in the right context.” Mobile advertising was said to be a “terrible user experience and we are all complicit in the cyclical erosion” of trust and quality.

More insight on all of these themes, and many more, is available in our Key Trends From The Guardian Changing Media Summit 2016 report.