凯度媒介趋势与预测报告-64页_2mb

KANTAR 2022 MEDIA TRENDS AND PREDICTIONS SUMMARY

Core Content

Kantar's Media Trends and Predictions 2022 report highlights the evolving landscape of the media industry, focusing on key themes such as the transformation of video streaming, the re-modelling of the commercial internet, and a new approach to data in advertising. The report emphasizes the need for businesses to adapt to a rapidly changing environment driven by technological, economic, and regulatory shifts.

Main Themes and Key Insights

1. Video Streaming: A Complex and Ever-Evolving Market

• 2021 Trends:

  • Video streaming saw significant growth, with $61bn in annual subscription investment and $173bn in pay-TV.
  • Global film and TV content spending reached $220bn, setting a new record.
  • Over 50% of internet-connected consumers in 25 markets used pay-TV or video streaming services in the last week.
  • 65% of these consumers watched 2+ hours of paid-for streamed content daily.
  • Subscription fatigue is not a major issue, as satisfaction with value for money increased in the US from 58% to 61%.
  • Aggregators are becoming more important, with smaller streaming services partnering with established platforms to secure guaranteed subscribers.

• 2022 Predictions:

  • The subscription model will lose its power to drive long-term growth due to fierce competition and rising prices.
  • Diversification strategies will become more common, including ad-funded VOD (AVOD), hybrid models, and exploring new revenue streams like commercial partnerships and sponsorships.
  • Platforms will need to integrate more data sources to understand audience behavior and compete effectively.
  • The "local-to-global" trend is emerging, with localized content gaining more traction than global productions.
  • Content ownership will increase in value, giving content producers more leverage in licensing and carriage fee negotiations.

2. Re-modelling the Commercial Internet

• 2021 Trends:

  • Tracking cookies were the backbone of the free internet model, but their retirement has led to a major overhaul in online marketing.
  • Google delayed the retirement of cookies for two years due to concerns over competition and privacy compliance.
  • 59% of advertisers expressed concern about the loss of cookie-based tracking, with "respect for privacy" becoming the most important factor in media strategies (51%).

• 2022 Predictions:

  • No single solution will replace cookies, and a portfolio approach will be necessary for advertisers.
  • Panel-based data will be re-evaluated and become more important as a source of privacy-compliant, high-quality data.
  • Hybrid data strategies combining first and third-party data will be essential for brands to maintain effectiveness in targeting and measurement.
  • The shift to a cookieless world will require more testing, learning, and planning to ensure compliance and effectiveness in ad campaigns.

3. A Different Approach to Data

• 2021 Trends:

  • Marketers are increasing their digital media budgets, with digital advertising expected to take a 58% share of the global market in 2021.
  • The lack of third-party cookies has created new challenges, prompting a shift towards more dynamic data strategies.
  • 64% of advertisers believe high-quality data will be the most important dimension in the next few years.
  • 63% of advertisers find it difficult to generate insights on competitor media activity, highlighting the importance of competitive intelligence.

• 2022 Predictions:

  • A hybrid data model will become the standard, combining first-party data with third-party data in a privacy-compliant manner.
  • The ability to access and analyze competitor data will be a defining factor in success.
  • Kantar’s Project Moonshot will continue to expand, offering a cookieless ad measurement solution that is privacy-compliant and consent-based.
  • TGI Audience Activation will enhance programmatic targeting by using real-world audience segments based on both online and offline behaviors.
  • Audience measurement panels will be crucial for unifying data sets and providing accurate demographics for targeting.

Key Predictions

• SVOD platforms will diversify their business models in 2022, moving away from sole subscription offerings.
• Broadcasters will regain control over VOD content, with more detailed viewership data becoming available.
• Ad-funded platforms will benefit from better audience measurement, allowing for more effective targeting and frequency capping.
• Content ownership will increase in value, especially in the sports and e-sports sectors.
• Cookie-free advertising will require new technologies and strategies, including unified IDs, contextual advertising, and proxy-based targeting.
• Panel-based data will be essential for maintaining a comprehensive and privacy-compliant view of consumer behavior.
• Competitive intelligence will become a critical tool for brands and media owners to navigate the cookieless future.

Conclusion

The 2022 report underscores the importance of adapting to a rapidly evolving media landscape. With the rise of streaming, the shift to cookieless advertising, and the increasing value of data, brands and media owners must be agile, data-driven, and privacy-conscious. Kantar provides tools and insights to help navigate these changes, including Project Moonshot and TGI Audience Activation, ensuring that businesses can make informed, effective decisions in an uncertain environment.