2021-12-05-安布思沛-2022年媒体趋势（英）_40页_18mb

报告摘要

This report explores three post-pandemic megatrends shaping media and branding:

The Prolonged Pandemic: Accelerated shifts in consumer behavior, technology, and work patterns.
Brand Citizenship: Brands' evolving role in social responsibility and sustainability.
Identity: Changing dynamics of digital identity and data privacy.

Omnichannel Everything: Hybrid models (e.g., cinema + streaming, in-store + online) dominate consumer engagement.
New Ways to Buy: On-demand grocery services, shoppable TV, and live commerce enhance convenience.
Virtual Worlds: NFTs, metaverse, and VR gaming create immersive brand interactions.
Secure Scarcity: Blockchain ensures authenticity in digital goods (e.g., NFTs).
Fans of Flexibility: Remote work/hybrid lifestyles redefine flexibility and geographic targeting.

The Responsible Rebuild: Brands prioritize sustainability, circular economy, and ethical supply chains.
Sustainable Marketing: Integrating brand values into media spending (e.g., diversity quotas, ad-block bypass).
Key Shifts: Moving from short-term goodwill to purpose-driven, long-term stakeholder engagement.

End of Anonymity: Digital identity authenticated through biometrics/NFTs increases personalization risks.
Beyond the Cookie: Contextual targeting and first-party data replace third-party tracking.
Value Exchanges: Brands build trust via explicit data permissions and games/personalization trade-offs.

Test new technologies (VR, NFTs, shoppable ads) and customer journeys across platforms.
Foster brand trust for data access, align with social values, and ensure sustainability.
Leverage first-party data and context-driven targeting amidst cookie phase-out.
Adapt media purchasing to evolving privacy norms (e.g., programmatic advertising's decline).