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Changes Across Retail, Publishing and TV Will Deliver More for Advertisers and Consumers in 2022

While many consumers are concerned about the effects of continued supply chain issues and other economic dilemmas, good news is on the horizon. In 2022, people will be met with more engaging and meaningful experiences everywhere they look—at the stores where they shop, in the publications they read and on the TVs they watch. Such an environment bodes well for those on the buy side and on the sell side.    

More taste, less waste in retail

The retail industry is unmistakably undergoing a radical transformation, and it’s improving the way we shop. The growth of ecommerce and changing consumer behavior means that the biggest and most dominant retailers around the world are now partnering with CPGs to activate and coordinate a variety of new channels online, on mobile and in-store. This ensures that consumers are receiving more timely and relevant updates where and when they want them, and can more easily find the products that meet their needs.

CPGs are also wasting less of their budgets than they were before, while achieving impressive growth and scale with their advertising. By collaborating with retailers on datasets safely and securely, they are seeing vast improvements in the effectiveness of their marketing investments by leveraging some of the new retail media networks, all while maintaining and even improving their desired reach.

Retailers, on the other hand, are moving beyond their own boundaries to create more value for their CPG partners. With a focus on building interoperability at a global scale, many of the largest retail media networks are working to provide greater transparency and intelligence on shoppers. This allows the networks to gauge brand loyalty and market share more accurately, and better anticipate demand at the segment level. In turn, consumers get more of what they want.

A golden age of content  

There’s never been as much access to high-quality content—nor such variety. With more competition and distribution platforms than ever before, content producers are clearly seeing the importance of improving and monetizing their direct relationships with consumers. Even large publishers around the world have become more focused on strengthening their first-party data, providing appropriate data protections and are actively working to engage their audiences to retake control of their inventory and yield.  

Content producers are clearly seeing the importance of improving and monetizing their direct relationships with consumers.

Regardless of whether the model is primarily advertising or subscription-based, when publishers present consumers with desirable goods, services or content, most are willing to provide their data to enhance their overall experience. As the market continues to evolve, publishers of all sizes will test and improve authentication strategies to fortify their trusted value exchange with consumers.

In 2022, we expect to see more consumers authenticating with publishers to control their data preferences and gain access to the more relevant and premium content and experiences they want, while helping publishers maintain direct relationships with them.

Must-see CTV

Although it continues to break new records in viewership, connected TV is still early in its maturation as a scaled ad market, with many CTV ad buys still happening on a traditional demographic basis. 2022 will be the year that CTV becomes truly addressable and finally enables advertisers to provide value to audiences in more novel and meaningful ways. 

With new tools now available to address inefficient workflows, the industry can finally address the lack of proper forecasting and historical planning for the advertising buy side and sell side. By leveraging identity data that works everywhere, audiences can be effectively forecasted on an ID and then distributed to ad serving, programmatic and creative solutions, enabling advertisers to leverage first-party data to generate better value for their audiences.

When it comes to addressability and personalization, advertisers have only just begun to unlock the potential, while improvements in reach and attribution measurement are also helping to support these shifts. Ad exposure data, and the ability to safely and securely collaborate with audiences, will help to unlock even more value, which will lead to more commitments of both dollars and inventory, This will ultimately give viewers more relevant and informative messages, less of the ads they don’t want to see, and provide the ability to opt out. 

Control is shifting

With brands becoming more strategically data-driven and taking control in the retail, publishing, and TV industries, people everywhere are getting more of the products, services and content they want. So long as media sellers continue to build strong relationships with their audiences—providing applications and tools to protect user privacy, as well as choice—everybody will keep winning for years to come.