The coming years will open up new opportunities for the media industry. History tells us that every crisis is a new opportunity.
The Renaissance emerged from the plague. The Roaring Twenties emerged from the Spanish flu. This is a cyclical pattern of history.
The pandemic has certainly changed the way marketers approach branding and performance marketing. Deep Singh, Vice President, Strategy, Ph.D. India believes that some changes are momentary and others will be permanent.
Singh lists some key trends for 2022 and beyond:
Automation to free up time:
While this finding has serious implications for our industry, in a survey with 1,721 global marketer senior brands, Ph.D. has found that the time that marketers spend on reporting tasks has increased by 57% over the past 10 years.
Globally, more than 88% of marketers say they spend the majority of their time on reporting tasks, including tracking performance, creating a competitive analysis, and generating audience intelligence.
In India, that number is 92%. As time spent on tracking and optimization increases, marketers estimate that they spend only 18% of their time thinking creatively and coming up with new ideas.
That will change in the coming years, as most reporting tasks will likely be automated and talent will spend more time on creative tasks and ideas.
The Rise of Data Cleanrooms:
At Ph.D., we truly believe and have proven that in a cookie-free world, brands must increasingly find ways to invest in a secure environment. to enrich first-party data as a data cleanroom.
This will allow brands to have greater control over their data and boost their ad spend performance by getting a single view of consumers across multiple digital platforms.
The context for winning cookies:
At Ph.D., we’ve found that context-based targeting is more effective and efficient than cookies. As a result, interest-based targeting without sacrificing reach will be an area of focus for brands. Addressed innovation is one area that will receive more attention in 2022.
Attention-Growing Planning:
Research by Karen NelsonField from Amplified Intelligence has discovered a relationship between attention and the market part of the brand. His research demonstrates that not all monitors are created equal in terms of range and GRP.
Number-based optimization techniques that don’t take into account the attention score for weight gain channels can be expensive but have a higher attention score than the outside.
The effectiveness crisis returns to branding:
IPA research highlights that advertising effectiveness in terms of brand and business effects has declined after the advent of the MarTech era in 2006.
Short-termism where brands focus on short-term goals has led to the rise of rational advertising that appeals to the left brain.
That is likely to change in 2022, as marketers will increasingly seek to create an emotional appeal for their ads to drive brand recall and retention.
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