{"id":8308,"date":"2020-12-15T16:51:16","date_gmt":"2020-12-15T16:51:16","guid":{"rendered":"http:\/\/localhost:10151\/?p=8308"},"modified":"2021-01-04T16:51:50","modified_gmt":"2021-01-04T16:51:50","slug":"amp-spotlight-top-advertising-industry-trends-to-watch-in-2021","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\/","title":{"rendered":"AMP Spotlight: Top Advertising Industry Trends to Watch in 2021"},"content":{"rendered":"<div class=\"block block-crain-aa-articles block-article-title-subhead column-xs-12 column-lg-8\" data-block-plugin-id=\"article_title_subhead\">\n<div class=\"subhead-text\">2020 was surely a year of loss and disruption\u2014but also transformation and innovation<\/div>\n<div><\/div>\n<\/div>\n<div class=\"block block-social-media block-social-sharing-block column-xs-12 column-lg-4\" data-block-plugin-id=\"social_sharing_block\">\n<div>As tired as we all may be of hearing the phrase \u201cin these uncertain times,\u201d messages of solidarity reigned supreme in ad campaigns this year. Brands stretched to find ways to connect with their customers, with in-person experiences ruled out as a result of the pandemic, while businesses faced novel challenges, fighting for the attention of their audiences while enduring economic uncertainty. The result across the advertising landscape has been an increase in efforts to personalize, as well as an accelerated push to digitize and innovate wherever possible.<\/div>\n<\/div>\n<h4>Digital readiness and innovation<\/h4>\n<p>by Richard Yao<\/p>\n<div>\n<p class=\"paragraph-newsletter-11\">Personalization and the ability to connect with consumers in 2020 couldn\u2019t exist without the push to digitize, which was also accompanied by a need for speed and agility. Brands who were already on a path toward cloud-based communications and omnichannel presence ramped up those plans this year, taking several steps forward. \u201cOur industry went through a shock to the system and quickly realized the importance of omnichannel readiness,\u201d explains Richard Yao, manager of strategy and content at IPG Media Lab (the innovation arm of\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/amp\/agency\/um\" target=\"_blank\" rel=\"noopener\">UM agency<\/a>). \u201cAs consumers embraced digital channels at an unprecedented scale and expected consistent brand messaging across the board, the ability to reach audiences across traditional and digital channels effectively became paramount to every ad agency.\u201d<\/p>\n<p>Read Full Article On <a href=\"https:\/\/adage.com\/article\/year-review\/amp-spotlight-top-advertising-industry-trends-watch-2021\/2301236?fbclid=IwAR1KP6DMoeDMWvPdGc-n6DjKc9lo_SRkWnQCuzl5YuN3O0RQS_Zvg4PPbA8\">Ad Age<\/a>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>2020 was surely a year of loss and disruption\u2014but also transformation and innovation As tired as we all may be of hearing the phrase \u201cin these uncertain times,\u201d messages of solidarity reigned supreme in ad campaigns this year. Brands stretched to find ways to connect with their customers, with in-person experiences ruled out as a [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-8308","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AMP Spotlight: Top Advertising Industry Trends to Watch in 2021 - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AMP Spotlight: Top Advertising Industry Trends to Watch in 2021 - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"2020 was surely a year of loss and disruption\u2014but also transformation and innovation As tired as we all may be of hearing the phrase \u201cin these uncertain times,\u201d messages of solidarity reigned supreme in ad campaigns this year. Brands stretched to find ways to connect with their customers, with in-person experiences ruled out as a [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-15T16:51:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-04T16:51:50+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"AMP Spotlight: Top Advertising Industry Trends to Watch in 2021\",\"datePublished\":\"2020-12-15T16:51:16+00:00\",\"dateModified\":\"2021-01-04T16:51:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\\\/\"},\"wordCount\":243,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\",\"UM in the News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/amp-spotlight-top-advertising-industry-trends-to-watch-in-2021\\\/\",\"name\":\"AMP Spotlight: Top Advertising Industry Trends to Watch in 2021 - 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