The 2022 WorldMediaAwards survey explores opportunities in global content marketing as the world recovers from the pandemic. Over 260 responses were received from advertisers, agencies, media owners, and other consultants. The survey indicates a positive outlook with budgets expected to increase, particularly on social platforms. Advertisers rate the importance of context for brand storytelling at 8.8 out of 10. The survey also suggests a growing understanding of the importance of being "always on" and using brand storytelling to build long-term engagement with audiences. Advertisers believe that a content-led approach is primarily best for building brand engagement, while agency leaders suggest that it can also be effective for changing perceptions of the brand. The survey concludes that a content-led approach is the creative's next big thing and that brands revered for their storytelling will be successful.
