As the first effects of the economic recovery are being felt, brands have rebalanced their investments across channels and forecasts are rising. But the future of this sector remains uncertain and new challenges will arise in the coming months. In its report Media Trends and Predictions 2022, research firm Kantar offers analysis around 5 major themes: e-commerce, data, media and marketing performance, video streaming and the ability of brands to adapt in times of pandemic.
The e-commerce sector faces the disappearance of cookies
While cookies have contributed to the growth of the online advertising market over the past 30 years, Google will end their use in 2023. Market players are currently given additional time to test different alternatives (IDs, cohorts, contextual targeting, ask for consent, “clean rooms”, etc.), while respecting consumer privacy and consent. † About 60% of advertisers think it will become even more important in the coming years to enrich their own data with data from other sources Kantar says.
For 2022, the report announces 3 ways to guide ecommerce players:
- No solution will replace cookiesbut ” a portfolio approach can be acquired by most advertisers,
- Panel data should be reconsidered because they make it possible to respond to issues of confidentiality, consent and trustworthiness for advertisers,
- Towards better regulation of major tech players from governments, who also want to tax these companies.
A new dimension given to data
With the growth of e-commerce and online video, digital advertising budgets continue to grow, despite the uncertainty surrounding the disappearance of cookies. † Marketers have made a shift in their approach to data over the past 12 months. Having accessible, high-quality data has entered their agenda with a renewed sense of value and urgency, and consumer insights are increasingly impacting brands’ media strategies. the report underlines.
3 axes must guide marketing professionals in their data management in 2022:
- Strategic and competitive intelligence is becoming a major problem to validate marketing strategies and identify new opportunities,
- The importance of experimenting with first-party data to help brands harness the power of their own data while building better relationships with consumers,
- Behavioral targeting is enriched † with a detailed picture of people’s media consumption and their relationships with brands †
Media and Marketing Achievements: New Playgrounds
Faced with the health crisis and successive incarcerations, brands have had to change their strategy by focusing on e-commerce development and opting for performance-based marketing campaigns. Social commerce will also be a turning point in 2021.” Western markets are catching up with offerings from TikTok and Instagram, which allow brands to sell directly on these platforms and shorten the buying journey while improving the measurability of a sale. adds Kantar.
In 2022, the performance media and marketing market should be characterized by:
- Live Speed and Optimization: † the growth and refinement of performance-based campaigns will enable advertisers and their partner agencies to increase campaign effectiveness and accelerate ROI †
- The Rise of the Metaversewhich should have an impact on performance-based campaigns, but also on the purchase and testing of virtual products, as well as the creation of new interactive advertising formats,
- Emerging Measurement Solutions † that include both brand-building effects and direct sales revenue from those same campaigns †
- The Challenges of E-Commercerelated to sustainability, environmental legislation, warehouse capacity, increased traffic congestion or even last mile logistics, which could drive industry players to return to ” the real world †
The Evolution of the Video Streaming Market
Considered the most dynamic sector of media, video streaming now occupies a central place in this industry. 65% of consumers watch 2 hours or more of paid streaming content every day, according to Kantar’s 2020 TGI Global Quick View study conducted in 25 countries. More and more broadcasters are merging to provide unified access to content, such as the ongoing process between the audiovisual groups TF1 and M6.
Faced with this evolution of the sector, Kantar predicts that:
- VOD subscriptions will no longer be the only media flagship † business models can be expected to become more diversified in 2022 and subscription offers will no longer be the only option †
- with new SVOD data at their disposal from next year subscribers will benefit from a unique competitive advantage » stand out and influence strategic decisions regarding audiences and content,
- content is king for those who produce them and the platforms that broadcast them, but new players might push themselves, such as esports, to reach new audiences, especially among the youngest.
How should brands adapt in times of a pandemic?
Si le e-commerce, le retail ou la publicité en ligne ont su tirer avantage de cette période de crise sanitaire, Kantar note que la Covid-19 a profondément marqué les ménages : santé mental dégradée, charge Financière et une attention accrue aux prix des Products. The research firm concludes its report with 5 tips for marketing and media professionals to follow in the coming year:
- Investing in data, knowledge, people and marketing to meet consumer needs for convenience, value, sustainability and innovation,
- A good offline-online balance to achieve better value for money,
- A year dedicated to sports (Winter Olympics, Football World Cup, Women’s Euro, etc.) with continuous investment to provide varied and high-quality content to satisfy platform users,
- The dilemma surrounding online advertising responsiveness persistsbut the situation may change depending on the innovative solutions that will be put in place to replace cookies,
- The importance of the carbon footprint in light of climate change: marketers will need to integrate sustainability even more into their next campaigns.