2022 Trends Forecast: Digital Media

2022 is here, and with a new year comes new trends, because in our industry, nothing stays the same for long. But that’s why we love it – new technologies, platforms and methodologies are always evolving and we enjoy the process of learning and adapting to help our clients grow bigger and better.

So, we asked the agency for their predictions for the coming year. Check out our 2022 Digital Media predictions below…

Tom Bottomley – Digital Media Account Director:

Focus on privacy

The focus on privacy – particularly from Apple – will continue, which will mean more challenges for advertisers in terms of targeting, measurement and reporting. This isn’t something that is going away and will only get stricter, so advertisers, agencies and tech partners need to get on board with this and change practices to accommodate.

With Apple’s devices being so popular, it’s likely their stance will become the norm in the industry with consumers favouring more privacy when browsing online – so more adoption for increased privacy measures for other devices and platforms will likely be the coming in 2022 and beyond.

I believe the looming depreciation of third-party cookies will have a positive effect on industry collaboration with the open marketplace likely to come together to collectively help bring lots of identity and measurement solutions to the table this year – something I’m really excited about to see how this evolves. It will likely create a bit of an ‘us and them’ environment between open marketplace and walled gardens (more so than there is already!). There will be a series of identity solutions from a different spectrum of contextual, first party data, ID solutions and privacy sandboxes which will all work together to help find the balance between accurate targeting and measurement with privacy concerns built in as standard – no one solution to ‘fix’ the problem.

First party data will be a driving force for performance marketing as increased privacy measures mean it’s harder to reach highest intent audiences, as well as measuring the impact of media.

Andrew Barber – Digital Media Account Director:

Increased automation

We’re likely to see increased levels of automation and removal of some controls across certain channels, particularly paid search, as the likes of Google look to remove the more manual elements of campaign creation and optimisation, allowing us to re-focus on account strategy and guiding the automation.

Chris Quinn – Media Account Director:

Always on DOOH

There will be a move towards more always-on Digital OOH (DOOH) activations, rather than intensive two-week bursts, and using real-time data triggers to advertise around “moments”. These triggers can include changes in weather, traffic, pollen levels, and the outcomes of live sporting events.

2022 will see brands not only take advantage of this flexibility but couple it with a range of dynamic creative optimisation (DCO) options to ensure that they are delivering only in the most relevant contexts. This is why an ever-increasing number of brands are not only testing programmatic DOOH, but are also now moving towards ensuring it is a regular part of their campaign mix.

Responsive audio advertising

The number of smart speakers sold in the UK has grown consistently over the last few years and shows no sign of slowing down. All this has the effect of placing audio at the center of the household. This brings with it a new opportunity to test ‘responsive audio advertising’.

Whilst few brands have explored this relatively new territory, some tested the possibilities of voice. Berocca ran a new ad format for Amazon Alexa designed to drive sales conversions for its Berocca Boost vitamin tablets. Audio ads were dynamically inserted during radio listening through Amazon Alexa devices. Each ad ended with a call to action to activate an Alexa skill. When consumers started the Alexa skill it offered information about the product and enabled them to make a purchase by voice, using their existing Amazon shopping account details.

Nat Collins – Senior TV Specialist:

Newbies on linear TV

The pandemic saw the shortening of advance booking deadlines for TV, which has reduced one of the barriers to entry for advertisers, particularly digital-native brands who have been tempted by the ability to conduct short-notice tests. We’d expect to see a lot more, new to TV advertisers in 2022 with tactic campaigns as a result.

VOD consumption growth

Broadcasters have seen strong VOD consumption growth in the last year. While commercial streaming continues to represent a relatively small chunk of overall consumption, I expect this trend to continue as the scale of opportunity increases. This will only be helped by the adoption of self-service platforms such as ITV’s Planet V.

Challenging with connected TV

2021 saw the first tests for ‘shoppable TV’ with the likes of ITV. This new interface, delivered through Connected TVs, enabled viewers to search and shop for program products from the comfort of their sofa. Launching during an episode of Love Island on ITV2, the system allowed audiences to activate a shopping interface at any time via their remote control.

Whilst CTV is still in its infancy in the UK, I expect to see brands challenge what’s possible beyond their traditional linear TV campaigns.

2022 is going to be an exciting year if this forecast is anything to go by. What do you predict will be big this year, we’d love to know!

Written by:

Georgia.Preston Senior Marketing Executive

Category:

What we think

Date:

18/01/2022

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