2021 is right around the corner (hallelujah to that), so we wanted to share a quick summary of some of the key themes you can expect to see in media and advertising. Use these to help build or tweak your future plans to ensure you are maximizing your media budget.

Personalization will be huge. With the knowledge that cookies are being phased out over the next few years, it is even more important to start building infrastructure to provide a tailored experience to consumers.
Long term/Upfront buys are a thing of the past. With all the uncertainty the pandemic brings, it is not feasible for brands to invest huge amounts of money and commitment to long term offerings.
Local media is increasingly important. With varied statuses and regulation across the country, being able to speak uniquely to local audiences is imperative.
Connected TV should be a larger part of strategy. The rise in adoption paired with the addressability and attribution benefits of this channel make it a key vehicle for being very targeted in outreach.
OOH is adapting to reach consumers now that traffic patterns have changed. Although commuting in the usual sense is down, people are still driving to the store and around the community. Some OOH companies are capitalizing on these types of opportunities through branded sanitizing stations, etc. Additionally, consumers will become more mobile once the vaccination is here, so out of home advertising will be an effective way to reach consumers on the go,
App usage is up. With app usage on the rise, marketers should consider shifting to more in-app advertising in 2021.
Subscription stacking will be a key trend. As Pay TV households decline, more consumers will look to rely on multiple streaming services to meet their TV needs.