Staff Reporters
Nov 17, 2021

Advertisers expect to spend more on DOOH, podcasts, product placement: Kantar

TOP OF THE CHARTS: Those categories, as well as TV streaming, are set to see the biggest increases in spend in 2022, according to a new report from Kantar.

Advertisers expect to spend more on DOOH, podcasts, product placement: Kantar

See full-size chart

Source: Kantar's Media Trends and Predictions 2022 report

More from this source:

Kantar highlighted five key media trends and predictions that it says will shape 2022.

  • Transparency in VoD viewership will transform media’s most dynamic market: Thanks to higher transparency, content owners and producers will command higher licensing and carriage fees. Streaming platforms for sport and esports will gain traction. Platform consolidation will continue, driven by the need to offer more and better content bundles.
  • Re-modelling of the commercial internet: Brands and agencies are experimenting with hybrid data strategies that take privacy into account, blending owned consumer data with panel-based sources and other high-quality, third-party data. In targeting, expect a move towards contextual advertising.
  • Performance media and marketing balancing act: There will be increasing competition for performance-marketing spend with the growth of social commerce, local retail giants becoming more sophisticated ecommerce players and metaverses gaining prominence. Kantar’s experts also anticipate a rebalancing of spend across performance media and brand-building campaigns. In addition, advertisers will employ more advanced cross-media campaign measurement and in-flight optimisation to boost efficiency.
  • New approaches to data: The search for high-quality data will be the fastest-growing issue for marketers. Brands will lean into their direct consumer relationships and experiment with their first-party data, enriching behavioural planning with attitudinal overlays and refinements.
  • Reshaping for COVID-era behaviours: Brands, products and services will need to meet new consumer needs for convenience, value, sustainability and innovation. This presents a great opportunity for brands to explore deeper segmentations and engage with communities beyond their existing audience.

Pablo Gomez, head of media at Kantar in Singapore:

Content owners in Asia Pacific are set to benefit in 2022. The greater granularity of audience-measurement data will benefit content owners and producers with more negotiating power than ever. Sole subscription offerings will become scarce, and premium content bundles will be key to luring viewers in a crowded marketplace.

Marketers will need to get much closer to their own first-party data and explore new routes to competitor analysis as cookies are phased out. There will also need to be a rebalancing of online and offline marketing spend, as digital effectiveness concerns will prompt ecommerce brands to branch out into the real world and investment in brand building advertising campaigns.

This article is filed under...
Top of the Charts: Key data at a glance

 

Source:
Campaign Asia

Related Articles

Just Published

17 hours ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

17 hours ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

18 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

18 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.