Media outlook 2022: an overhaul of the commercial internet, a rebalancing of spending


The Media Trends and Forecasts 2022 The report gives a definitive view of upcoming industry trends using cutting-edge data from Kantar, along with evidence-based predictions and expert views to help media owners and brands build their plans. for 2022 and beyond.

Nuala Harris-Morele, Managing Director Sub-Saharan Africa, Media Division, Kantar, comments: “The pandemic has sparked a viewing revolution. With screen time at an all-time high, we all need to adapt to stay ahead of changing media consumption and ensure that we offer South Africans the content they want to see, in the world. format that best suits the context of 2022. While we If you live in an age of digital diversity, remember that it complements television beautifully, so avoid duplicating the same content on each channel as they do. have probably already seen. Online video, display and Facebook are all gaining synergy in South Africa.

Other key findings:

  • With premium content bundles gaining favor from one-off subscription deals over the course of a year expected to shine with solid sports content, the shift to a streaming audience from 2021 is expected to continue. The option to measure VOD content at the title level next year means audiences will also be more easily measured and reported. This greater granularity of audience measurement data will benefit both content owners and producers.
  • The carbon footprint of media plans will be scrutinized, with sustainability now more important for nearly half of households globally (49%) than before the pandemic. Marketers’ media plans need to go beyond reach, frequency, and results, as the sustainability of every aspect of a business’s operations will come under closer scrutiny.
  • Marketers will also need to get much closer to their own first-party data and explore new avenues towards competitor analysis and experimentation as cookies are phased out. Concerns about digital efficiency will cause a rebalancing of online and offline marketing spending as e-commerce brands branch out into the real world and invest in brand-building advertising campaigns.
# PAMRO2021 Sticky post-2020 media trends: How to rethink media planning in Africa

Focusing on five key areas, Kantar experts predict a series of changes for the industry as it grapples with the era of the pandemic:

1. Context reset for life in COVID-19 and beyond

The increase in media consumption on connected devices in the home, such as television, online publications, audio and video streaming, has received a big boost. Advertisers who have used these channels during ‘stay at home’ measures have seen their audiences increase, but there is a media rebalancing underway as markets recover and a return to a diverse media mix as associated pandemic measures are loosening in many markets. Remember the importance of this balance, as we need a variety of channels that fulfill their different brand building and performance goals to maintain effectiveness and efficiency.

2. VoD audience transparency will transform the most dynamic media market

The transparency created by publishing more real VoD audience figures at the program level will generate a multitude of transformations. Content owners and producers will benefit from higher licensing rights and distribution fees than before. Streaming platforms for sports and esports will gain popularity with fans. Consolidation of the platform will continue, driven by the need to offer more (and better) content to attract new viewers in a crowded market. One-time subscription offers will become scarce. Transaction volume will accelerate to 2021 levels as the platforms, operating in increasingly overlapping ecosystems, continue to merge and form partnerships.

3. Experimentation as we see the last of the tracking cookie crumbs

For media owners and advertisers, Google’s two-year reprieve represents an opportunity to experiment with new approaches. A serious recalibration of the commercial internet is now underway, as brands and agencies experiment with hybrid data strategies that fully embrace privacy, deliberately blending their own consumer data with panel-based sources and others. High quality – and fully consented – third-party data such as socio-economic, past purchasing behavior, attitudes towards other brands, etc. Expect a shift to contextual advertising in targeting, with an investment in direct integration-based metering to ensure full measurement of campaigns through a range of publishers.

4. Time for competitive intelligence and first-party data experimentation

The lack of competitive intelligence in a world without cookies means that advertisers will have to find a new system to turn data into information in an easily accessible way. Brands that combine creative and contextual information as effectively as possible, using real-time intelligence to understand competitor audiences and activity, will drive growth and remain agile. Brands will experience more first-party data enrichment as they seek to unleash the power of their own data and build better relationships with consumers. This speaks of the beginning of the end for the uncontrolled expansion of tech giants, as concerns about the scale and competitive advantage of tech giants will increase, possibly causing governments to change their tone. who want to better regulate and tax the most powerful companies.

5. Performance media and marketing balance

Expect a rebalance in spending between performance media and brand building campaigns, with more advanced cross-media campaign metering and in-flight optimization to increase efficiency as advertisers demand performance metrics. performance on a platform benchmarking basis. Marketers will need to alleviate concerns about the effectiveness of e-commerce and performance marketing channels as the largest e-commerce companies seek new growth by moving into the real world and investing in creative media. branded, with performance media and brands. construction media settling into greater balance in the years to come.

François Nicolon, CMO, Media Division, Kantar, concludes: “2022 will see a refocusing of industry attention after a year of growth and agility in the face of the pandemic. With some seismic changes in terms of cookie depreciation and new consumer attitudes and habits, the industry will need to adapt and learn to find new strategies to be successful. Whether it’s investing in more content to attract viewers in a crowded marketplace, rethinking business models, or experimenting with new approaches to better use data, adaptability and the ability to test and learn will be key.

Media trends and forecasts 2021

Download the Kantar Media Trends and Predictions 2022 Report to learn more about this holistic future where advertisers will merge proprietary and third-party data with strict confidentiality.


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