2021-12-08-凯度-2022年媒体趋势和预测（英）_64页_2mb

The 2022 Media Trends and Predictions report from Kantar analyzes the evolving media landscape post-pandemic, emphasizing recovery, innovation, and uncertainties. Key trends include the complex video streaming market with subscription fatigue and increased competition, the shift to cookieless internet advertising driven by deprecation risks, a move toward high-quality first-party data and panel-based measurement, growth in performance marketing particularly in e-commerce and social commerce, and lasting impacts from the pandemic such as heightened focus on sustainability and mental health. Predictions for 2022 highlight diversified media strategies, platform consolidation, innovations in ad tech, and the importance of holistic data for competitive advantage. The report underscores the need for brands and media owners to adapt to these changes for sustainable growth.