What type of online media will most marketers spend on in 2022?

While 2021 has been a year of stabilization and recovery for many of us, the outlook for brands is improving. In many parts of the world, restrictions have eased and the first stages of economic recovery have begun. On the media side, the market experienced a certain rebalancing of investments between channels.

Content owners in Asia-Pacific are expected to benefit in 2022, said Pablo Gomez, media manager at Kantar Singapore. In fact, the greater granularity of audience measurement data will benefit content owners and producers as they gain bargaining power. Meanwhile, with the phasing out of third-party cookies, marketers will face the new challenge of getting closer to their audience and must explore options for owning first-party data for competitor targeting and analysis.

“Online and offline marketing spending will also need to be rebalanced, as digital efficiency issues will prompt e-commerce brands to diversify into the real world and invest in brand-building advertising campaigns,” he said. added Gomez.

As 2022 approaches, online spending is expected to increase in 2021 and continue to increase in 2022. With new business offerings on social media platforms such as TikTok and Instagram, users and advertisers will benefit from the ability to sell directly through the platforms. . In addition, it allows the purchase journey to be condensed while improving the measurability of a sale. In fact, Kantar predicts that 61% of online consumers are likely to buy from social media platforms in the future.

Meanwhile, there are seven key media trends that Kantar has identified that the industry should watch for in 2022.

1. Subscription video on demand (SVOD) is no longer the only jewel in the media crown

The subscription model is losing its power to drive long-term growth. According to Kantar, competition between brands in the subscription arena is increasingly “incredibly fierce” as there is more competition for the same content, and prices are rising among some SVOD platforms. With this in mind, brands should expect business models to become more diversified in 2022, with a single subscription offering becoming scarce.

For example, the pandemic has seen many theaters around the world shut down, causing studios to reconsider their long-term theatrical release policies. “Disney’s earlier concurrent release of Black Widow in theaters and on its premium streaming service is a sign of things to come,” Kantar said.

(Also Read: Disney Sued By Scarlett Johansson For Alleged Breach Of Contract In “Black Widow” Streaming)

2. Content is king – and those who own it could get richer

Driven by the need to offer more bundled content to attract viewers in a crowded market, Kantar predicts that platform consolidation will continue, especially with sports and esports, as the need to reach younger cohorts are getting stronger. Now that the actual audience numbers are publicly available, content owners and producers have the opportunity to secure higher license negotiation rights and distribution fees than ever before.

3. No solution will replace cookies

There will be no one-size-fits-all solution to replacing third-party tracking cookies, according to the report. Instead, most advertisers should take a portfolio approach, alongside an ongoing reassessment of data sources. In 2022, more technologies and techniques are expected to enter the market, some more radically different from cookies than others.

In addition, the market can also expect large platforms looking for machine learning and cryptography techniques to overlay privacy enhancing technologies on their digital infrastructures.

4. Panel data will be reassessed

As the commercial Internet seeks to incorporate stronger privacy protocols, one can expect a shift in first party data strategy. However, there will always be a place for third-party data, as long as its confidentiality is compliant, consented and trustworthy, according to the report. In fact, the report shows that 80% of advertisers want their own internal segmentations to enable media planning and activation. As a result, the panel data is expected to be seriously reassessed in 2022.

Therefore, third-party data will also become more valuable and reliable, and authorized data should become a differentiator, not a commodity.

5. Competitive intelligence will be a determining factor

Competitive intelligence in a world without cookies will become a major obstacle to validating marketing strategies and identifying new opportunities. According to the report, 75% of advertisers recognize the value of syndicated data. As a result, advertisers must find a new system to transform data into information in an accessible way.

Brands that associate creation and context very early on would be able to take control of their data strategy.

Indeed, it harnesses the full power of their own direct relationships with consumers, which allows the brand to make decisions faster, drive growth and remain agile among its competitors.

6. Speed ​​and in-flight optimization

The growth and sophistication of performance media will enable advertisers and their partner agencies to improve the effectiveness of in-flight campaigns and accelerate metrics, according to the report. As advertisers increasingly engage directly with online platforms, there will be an increase in demand for cross-media performance measurement on a comparative basis, as well as demographic profiling variables that go beyond existing demographic data.

This means that the market is expected to see a noticeable increase in the number of advertisers who provide their own first party data to media and measurement companies.

7. The rise of the metaverse

The metaverse is a unique opportunity for brands to think about the virtual appearance of their ads. In addition, one can expect a wide range of implications for virtual shopping and product testing, as well as the formation of new interactive advertising formats. This in turn creates new audiences, behaviors and search possibilities for brands to study and learn. Despite the endless possibilities behind the Metaverse, it’s still far from over. This in turn makes brands and advertisers wonder what a media plan will look like for a virtual world.

(Also read: Analysis: How the heck do you measure ROI in the Metaverse?)

Join our Asia Digital Marketing Conference which will run from November 9, 2021 to November 25, 2021 to learn more about upcoming trends and technologies in the digital world. View the agenda here.

Photo courtesy: 123RF

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