2021-11-26-iab-2022年品牌颠覆_IAB关于消费者生态系统演变的年度报告（英）_124页_9mb

Brand Disruption 2022 Summary

Core Content

The IAB Annual Report on the Evolving Consumer Ecosystem (November 8, 2021) outlines the shift from the Indirect Brand Economy (1879–2010) to the Direct Brand Economy (2010–). This transition is driven by the rise of e-commerce, digital marketing, and the impact of the COVID-19 pandemic on consumer behavior and brand strategies.

Main Views

• Indirect Brand Economy was characterized by tightly woven supply chains and physical stores, giving a few brands long-term dominance in consumer markets.
• Direct Brand Economy emphasizes agility, outsourcing, and direct-to-consumer (DTC) strategies, enabling new brands to grow faster and disrupt traditional market leaders.
• E-commerce Growth: The pandemic accelerated the shift to a "storeless" economy, with e-commerce sales growing 2x faster than before. By 2025, e-commerce is expected to account for nearly a quarter of total retail sales.
• Consumer Behavior: Online retail spending has surpassed pre-pandemic levels, and consumers are increasingly favoring digital channels. Over 50% of consumers plan to continue shopping online post-pandemic.
• Digital Retail Expansion: Retailers like Walmart and Amazon are expanding their e-commerce offerings, including same-day delivery and marketplace services. This shift is also affecting traditional retail formats, with a significant number of stores closing.
• Supply Chain Challenges: The pandemic caused supply chain bottlenecks, but larger brands are better positioned to handle these due to cash reserves. Brands are investing in digital supply chain solutions to enhance resilience.
• Data Strategy Shifts: With the depreciation of cookies and mobile IDs, brands are focusing on first-party (1P) data, alternative IDs, contextual signals, and anonymous cohorts to comply with privacy regulations.
• CTV and Digital Media: Connected TV (CTV) and digital media are becoming more important due to their addressability and privacy compliance. CTV ad spend is expected to surpass $14 billion this year.
• Digital Video Growth: Digital video time spent increased by 25% in 2020, with streaming video accounting for 28% of total video viewership. AVOD (Ad-Supported Video on Demand) is growing faster than SVOD (Subscription Video on Demand).
• Podcasting and Digital Audio: Podcasting has become a mainstream medium, with 40% of Americans 12+ listening monthly. Digital music and podcasting usage increased significantly during the pandemic.
• Social Media and E-commerce Integration: Social media platforms are merging content, commerce, and community. Direct sales on social media grew nearly 40% last year and are projected to reach $80 billion by 2025.
• Brand Consolidation: There is a trend of consolidation in the e-commerce and digital advertising space, with major players acquiring smaller brands to expand their market share and capabilities.

Key Information

• Advertisers and E-commerce: 200 advertisers supply 88% of U.S. network TV revenue. There are 10 million individual advertisers on Facebook and over 350 million products on Amazon.
• Store Closures: Net U.S. store closures increased significantly between 2016 and 2020, showing a strong shift towards digital commerce.
• Digital Retail Metrics:
  • Walmart more than doubled its same-day delivery offerings.
  • 84% of ad buyers increasing CTV spending cite consumer privacy issues as a contributing factor.
• Data-Driven Marketing: Brands are increasingly using 1P data for personalization, inventory management, and customer engagement, though many still rely heavily on third-party (3P) data.
• Supply Chain Investments: Over half of companies are investing in digital supply chain resiliency, with tech deals and funding increasing 2-3X since Q4 2020.
• Brand Disruption Examples:
  • Apparel: Disruptor brands like ThreadUp, Allbirds, and Stitch Fix saw revenue increases in 2020.
  • Automotive: Carvana and Vroom saw significant growth in units sold during the pandemic.
  • Home Goods: Wayfair outgrew Williams-Sonoma in revenue and growth.
  • Pet Food: Chewy grew to $7.15 billion in net sales, making it a Fortune 500 company.
• Consumer Loyalty and Innovation: Despite the rise of e-commerce, consumer brand loyalty persists. Disruptor brands are leveraging this loyalty to expand into new categories.
• Privacy and Advertising: Apple's privacy changes have led to a significant rise in CTV ad spend and increased advertising costs for brands due to reduced access to 3P data.
• Digital Transformation: Brands are reimagining the in-store experience with virtual measurement, smart packaging, and enhanced digital interactions.

Insights

• The shift to a "storeless" economy is permanent, with e-commerce growing at an unprecedented rate.
• Brands that invest in DTC and digital marketing can match or exceed GDP growth.
• The rise of CTV and digital video is reshaping media consumption, with streaming now accounting for over a quarter of all video viewership.
• Social media is becoming a key platform for commerce, with direct sales growing rapidly.
• The integration of technology and data is essential for brands to stay competitive in the evolving market.