kantar-2022年媒体趋势和预测（英）-64页_2mb

Kantar Media Trends and Predictions 2022 Summary

Core Content

Kantar's Media Trends and Predictions 2022 report explores the evolving landscape of media, focusing on five key themes. The report highlights how the media industry is adapting to a post-pandemic world, with a particular emphasis on the transformation of video streaming, the shift in online advertising due to the removal of tracking cookies, and the changing dynamics of data usage and audience measurement.

Main Trends and Predictions

Video Streaming: A Complex and Ever-Evolving Market

• Growth and Investment: In 2021, video streaming saw impressive investment, with $61bn in annual streaming subscriptions and $173bn in pay-TV. Total global film and TV content spending reached $220bn, with forecasts indicating triple-digit growth in the next five years.
• Consumer Engagement: Over half of internet-connected consumers used pay-TV or video streaming services in the last week, with 65% watching 2+ hours of paid content daily.
• Subscription Fatigue: While concerns about subscription fatigue exist, satisfaction with value for money has increased among US subscribers.
• Aggregators and Mergers: The rise of aggregators and media mergers, such as the M6 and TF1 merger in France, signals a shift in the market.
• Content Diversification: The streaming market is evolving with a focus on short-form video and local-to-global content strategies, as seen with Netflix's success in Korea.

Re-modelling the Commercial Internet

• Tracking Cookies and Privacy: Tracking cookies have been the backbone of online advertising, but their removal is driving a major overhaul of the online marketing ecosystem.
• Adapting to Change: Advertisers and media owners are experimenting with alternative solutions like unified IDs, contextual advertising, and privacy-enhancing technologies.
• Privacy Compliance: The shift towards a privacy-first internet is forcing brands to rethink their data strategies and integrate more first-party data with third-party sources.
• Hybrid Data Models: A balanced hybrid approach between first-party and third-party data is expected to become the norm.

A Different Approach to Data

• Digital Advertising Growth: Digital media now accounts for 58% of the global advertising market, up from 48% in 2019.
• Consumer Influence: Marketers are increasingly influenced by consumer preferences, with 65% citing it as the biggest factor in media decisions.
• Data Quality and Accessibility: Marketers are seeking better quality and more accessible data, especially for benchmarking against competitors. Only 8% of advertisers feel they have all the data they need.
• Project Moonshot: Kantar has developed an advanced platform for measuring digital ad effectiveness without cookies, ensuring privacy compliance and consent.

Key Insights

• Audience Measurement: A unified, people-based approach is becoming essential for understanding consumer behavior across platforms.
• Platform Consolidation: Mergers and partnerships are likely to continue as platforms seek to offer more diverse and compelling content.
• Competitive Intelligence: The lack of competitive intelligence in a cookieless world will be a major challenge, and brands must find new ways to access and use data effectively.
• Data Strategy: A hybrid model combining first-party and third-party data is seen as the most effective way to navigate the evolving digital landscape.

Strategic Implications

• Adaptation is Key: Brands and media owners must adapt their strategies to the new realities of the market, including the rise of ad-funded models and the need for privacy-compliant data practices.
• Collaboration and Innovation: Collaboration with agencies and technology partners is crucial for developing effective data strategies and measuring campaign performance.
• Future-Proofing: With the removal of cookies, brands must invest in robust data infrastructure and testing to ensure long-term success in the digital advertising space.

Conclusion

The 2022 media landscape is marked by uncertainty and transformation. Video streaming continues to dominate, but the subscription model is evolving. The removal of tracking cookies is reshaping online advertising, necessitating new data strategies and measurement techniques. Kantar's report emphasizes the importance of a holistic, privacy-compliant approach to data and audience measurement, positioning brands to make informed decisions and stay competitive in a rapidly changing environment.