2021年营销和2022年展望报告

mediaocean 2021MarketReport and2022Outlo0k End-of-yearsurveyfeaturinginsightsonadvertisingtrendsthatwillimpactthecomingyear,withdatagatheredfrom 250+leadersatagencies,mediaproviders,andtechcompanies. TechValidate bySurveyMonkey Executives summary 2021broughtanaccelerationinmediacbouttheirbiggestoreosofconcerninthetechnology,'scidoneogencyexecutive. frogrientotioil,oslong-stantirgtoolsinurkeliniglarfscupe,theleudingresponses*Plocingbetsonusolutioelcouldhaveαhigh foroudienceidentificationcrumibledondbyolorgemorginfocusedonthegrowingenterprisecost.* consumersmigrotederimossetocross-challengeofcross-plotfornmeosurement. platformTVvicwing-Thescdcvclopmcnts Thegoudnewsistholiriurlytvertisers hovecomplicatedmorketersabilitytorespondreachandfrequencyacrossCTVanddigital taconsumerbchavlorsacrossplatformschannels,while43%citedadclineintheir cbilitytemeosurecompcigneffectiveness Atthesometime,theyearscwsomestrong ccrossapp-andbrowser-basedmcdia oppeoroptimisticthotprogresshasbeenrnodeonthecross-plotforinoudience mcasurcmcntchallcngc,andlthct20z2will bringmoreodvances. pragressagainstthescsamechallcnges intheformofnewtechnologies,emerging standards,andintcgrotedplanningRespondcntsviewthccurrentdyncmicas cpgrcoches.Thestgreensheotswilenablefraughtwithriskformorketersondbelievethe noreunifiedcuinpoignexecutionheadirigintoindustryinoybe'nforutmessytrarisitiongs 2022 itseorchesforenewstendordformeosuring cudienoes'ndisconnectedenvironments Chomgesinmedfiocorsurmptionurndthe Sixtyan:percentofrespondcntssaidthey were*confident’or*somewhatconfident* alaouttheviabilityofcmergingcookieless identitysolutions.Furthermore,whenoskecl whichmarketingtcchnologyinnovationswill havethebigqestimpoctontheircdvertising in2022,the(ogresporisewos"imptoveinents needforomnichannelsolutiensorefront*Therewillbesignificontfrogmentotionwithinintegratedmedigplonningondexecution.* ondcenterinthisreport.WhenweoskedcompetingopproochesinthemorketplaceThesecondmostpopulorresponsewes sdvertisers,agcncics,andmcdiacompanicspriortoαwinningandlwidclyadoptcd"mcasurcmcntimprovemcntscentcncdonnon-cookiemethods.' Butcross-channclidcntityrcsolutianisn't ...Whenaskedwhichmarketingtechnologytheonlythingontheindustry'scollective mind.Thisrepartalsahighlightsindustry innovationswillhavethebiggestimpacton expectotionsfortheyearaheodacrossc theiradvertisingin2022,thetopresponsewas"improvementsinintegratedmedia numberatkeyareas,includingCTV,prvacy complionce,endbrandsafety/froud. Overall,thcresultsreflcctsarcalitywhere planningandexecution."marketersareconfrontingtheomnichonnel challengewilhurewseriseoTutgericy. 1heMedigooeas2021MorketHepcrtgnd2UZ2Outooku009par,7.77.8)mediaocean Insight#1 Omnichannelmeasurementisa growingobsession Acrassthcboard,aursulveyrespandentsindicatethatthcs aladwvertisingonment Specifically,wher foryourcdvertisingin2022?"morerespondentscited guestionalsotouchedontheneedtoimprove1egsurementwhichmarketingtechnologyinnovatlondoyoubellevewlllbemostlmpactfulfor ofrespondentscited'merementimprovemerntscenteredyouradvertisingin2022? thods."and45%cited"Con asurcment/olanning-"(RcadmarconCTVlatcrinthis Chol:+swsuodeayPartaetag4 (uoda)nisrevsTetsIr.Ittsgretednsdloplarrlhgontextstken15165% Surveyparticipants'v Mtesertn2ntiroroworents(trtertdonnon-ceckemxctloxds2g.sonds, 57% hasizcd edforaunifiedviewoftbefragmentedmarket Cxitslxdltoigengingrteetons Estsrihhuatrusturtascgrzceiassferfinstpa-tydulamurugsnest712% scemstobeIgnoring?",manyrespondentsheldtorthonthe omnichanneltheme. Anstict1iwodigenoe(l)endMachineLe)rring(M;26% Viabie,relable,industry-acccptedcross-channelaudienceCrmmdTVmwasrwrert/almim113 7415% howllotitisconeccted. 1heMedigooea2U21MgrketHepertond2UZ2Outiooku209(pa7.7:7.8)tmediaocean Insight#2 Progressisbeingmadeonidentityresolution replncsthewithentifiersthathavenov programmaticadvcrtisingtarmuchotthelcsttcnycars mcdiaandmarkctinginitiatives7',45%otrespondcntscitedd msgrdooerwcb'andanglmostcgualnumbcrcited digitalchannels."Somewhttewer(35%)citedclesdirect esisclear:Respondents Write-inresponsesreflecte Whatareyourlargestareasofconcerninyourmediaandmarketinginitiatives? kies"randta"l Iongerrelyoncoakics,amongseveralathercockie-spccinc comments. Oeckieinobkytirreesert(orrpogneflectiveressentechplottemisardcpens: wsuoday 1L1458 Butwhilcrcspondcntsexpressedahighlcvelotconcern Prertiltytranosoe1arisfecancasCTVasd110 Tuicrtretsntm/uxtciawctstht50 4p oddressableadvertsinginomoreprrvucy-centricinternet Weaskedsu Lakolprswruhsalrtesktkasfutsrs LnaofatoasIsthn:pzrlydal2 4 423 20 theviubilityofemergingcookielessidentitysolutions?"Fully 1heMedigooea2021MgrketHepcrtond2UZ2(utook82:322Medicootontmediaocean Insight#3 We'reatthetippingpointforcTV codomoreholistic keysecondorytherneemergedaroundhowtogrobblewiththexplosiveqrowthinCTVviewing. Willyouspendmore,less,orthesamein2022on ConnectedTV(CTV)advertising? ChnirfinepontsePwrrartaga OuIr/estnentwllgrow(rsrenartaly[1-20%] 12351% Morethun70%ofsurvey-tokers5uidtheyplantoincreosetheir Ou-Irwetnsitwllrenslhtasere