IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online ACL Direct Promo · We Know Relational Marketing We are experts in loyalty and incentives · We like to create unique experiences With the year 2022 about to begin, Kantar publishes its annual study Media Trends & Predictions , which shows the trends that should move the media and advertising industry in the coming year. New Zealand Email Database The study provides a comprehensive view of key market trends, based on the latest Kantar data and the company’s expert analysis and predictions, to help brands, advertisers and agencies plan their deals and activations for the upcoming months. Focusing on five priority areas, the company’s experts ensure a series of changes in the media landscape as players face the transformations of the pandemic era.

Streaming : Experiments and Assumptions – As the video streaming market becomes more complex and dynamic, the greater the value of audience measurement. More and more SVOD companies need a lot of their own data to grow and conquer the market. They need a more complete understanding of the behavior of their audience, which allows them to have a more detailed view of their consumer and a look over the wall, in search of a clear vision of the market.

How else can they really analyze their competitors, identify their blind spots, or find new subscribers? Starting with the attitudes of the audience and moving on to the business models of the different players, the video industry will not be the same in 2022 and many changes will come. With VoD (Video On Demand) players sharing their audience data in comparable metrics, content creators and producers will be looking for better deals. Streaming platforms for games and online games will gain more space, and the consolidation of platforms, in general, will continue to be driven by the need to offer content packages that are even better – all to attract new subscribers in an already very competitive market.

Commercial Internet Remodeling -For agencies and advertisers, the postponement of the use of cookies by Google represents an opportunity to experiment with new approaches. According to experts, the way media is marketed on the Internet is being reformed. Brands and agencies are experimenting with hybrid data strategies that prioritize privacy, combining their own consumer data with dashboard data and other high-quality insights from other sources, with socio-economic information, shopping behavior data, attitude insights related to other brands, etc. In targeted marketing, a move toward 360 ° advertising is expected. In terms of measuring campaign effectiveness, investments in benchmarking based on direct integration,

Media and Results-Oriented Marketing: A Balancing Act -many brands have adopted results-based strategies to survive the damaging effects of the pandemic. In 2022, we will see a very interesting competition in the allocation of performance media in formats that became popular in this period: social commerce in social networks, large retailers that invested in the sophistication of their e-commerce platforms and emerging metaverses. Experts anticipate a rebalancing of investments between results-oriented marketing and brand-building campaigns. We will also see increasingly advanced cross-media campaign metrics, with real-time optimization possibilities that help increase ad efficiency, as brands need to access their performance metrics in a comparable way on different platforms.

Better qualify, integrate, use and address data -the way advertisers view data is changing. In 2022, there will be a sense of urgency and value in the business use of data, particularly as the search for high-quality, accessible information has increased and is becoming a strategy for marketers. Those who already have established data use strategies will succeed. Brands will build on existing relationships with their consumers to make the most of and experience the proprietary data they have. In addition, brands must enrich their plans with information on behaviors and attitudes obtained from other sources, including developing new methodologies to overcome the lack of competitive intelligence, all with the aim of developing a more complete view of consumers.

Behavior adaptation in the Covid-19 era – brand offerings must reflect and shape changes in consumers’ daily lives. Products and services must meet the new needs of customers in terms of convenience, value, sustainability and innovation. Brands that invest – in data, insights, people, and marketing – will prosper, and the most successful brands will embrace the differences – diversity and complexity – in the audiences they seek to reach. This represents a great opportunity for brands to develop in this recovery period: explore deeper segmentations and engage with communities beyond their current goal.

“In 2022 there will be a new focus of attention in the industry, after a year of growth and agility in the face of the pandemic. With some seismic changes underway, both in terms of the depreciation of the use of cookies and new attitudes and habits of Consumers, the media and advertising industry will have to adapt and learn to find new strategies for success. Whether it’s investing in more content to attract viewers in an extremely competitive market, rethinking their business models, or even experimenting with new ones. approaches to make better use of your data, adaptability and the ability to test and learn will be essential, “says François Nicolon, CMO of Kantar – Media Division.


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