As the end of 2022 is approaching, we are getting ready for what’s next for media and beyond. For the second year running, Dentsu International has collectively gathered and published the insights and predictions of all its global media agencies into the ultimate 2023 Media Trends guide for marketers worldwide. Drawing on experts and specialists from Carat, dentsu X and iProspect, the report explores the biggest media trends to watch out for in the coming year.
The report examines 10 industry trends which will shape how brands tap into shifting consumer behaviour and have significant implications for future campaigns and budget allocations.
When studying this comprehensive report, we have highlighted the following key predictions for the direction of the media industry into 2023 and beyond related to: attention, third-party cookies and responsibility. Ready to dive deeper? Check out our summary:
- Attention brings back the essence of advertising. Content fights for our time, budgets, and mental availability. Did you know that “advertise” comes from Latin ad (towards) + vertere (to turn), so by definition advertising is about what people turn towards. According to the report, it is therefore essential that as advertisers try to capture attention in a very crowded media marketplace, they move beyond more simple metrics like impressions and viewability to attention metrics.
- Attention metrics change the game. Attention is an ad metric that correlates with effect, and more marketers are turning to this to see value for money and compare different channels. As brands look beyond metrics of reach and viewability to understand what content truly engages consumers, they turn toward attention metrics to measure the level at which the audience takes notice of their messages, across formats and platforms.
- Technology opens new measurement possibilities. Advertisers do not have the luxury of the sort of analytics that platforms have, but technology has made it easier to measure the attention paid to advertising. Companies can now use the cameras in laptops, phones, and tablets to see eye movements when a user is on a page, and see what users are focusing on and for how long. Studies show there is a high correlation between ads that deliver attention and ads that deliver business impact.
- The right environment delivers more attention. According to the report, attention increases both the ability for consumers to recall the ads and their likelihood to buy the brands. Dentsu points to the fact that they have been able to build CPMs (cost per thousand impressions) based on an effective attentive second (CPM EAS) for planning purposes, and a powerful attention predictive model that can be applied to advertisers’ buying and measurement needs. It is now possible to spot hidden gems – formats that may deliver a lot more attention for other placements that cost the same amount or even more. Furthermore, let’s also recall another recent dentsu study, according to which by optimising for the environment, advertisers can increase ad attention by 49%.
- No way back for third-party cookies. Google’s decision to delay the deprecation of third-party cookies in Chrome by another year in July 2022 gives the industry more time to adapt, but some sources estimate that as much as 50% of the web is now already cookie-free on browsers like Safari and Firefox, not to mention within iOS apps. Moreover, Gartner predicts that by the end of 2024, 75% of the world’s population will have its personal data protected under modern privacy regulations. Brands continue to navigate a cookieless future by prioritising first-party data and exploring new resources, partnerships and technologies to reduce any impact from the coming changes.
- (Carbon) responsibility takes centre stage. Media plans come with carbon KPIs. Brands are showing more responsibility over how their actions can impact society also by measuring the social and environmental impacts of their campaigns. Carbon footprint is very real and we have already alerted to the carbon cost of advertising here. Measuring the carbon impact of campaigns and cutting carbon through a carbon calculator integrated into the planning system can increase understanding of the carbon impact of one media plan versus another.
Novelty Media, via SmartAdd, is an attention-based media channel endorsed by Mobile Operators. We have built a future-proof solution optimized for peak moments of human attention throughout the day. Our platform helps you lower your carbon cost, significantly enhance your brand visibility and increase ad viewability, engagement and recall. Keep following our Marketing Bites and stay tuned for further details on the semantics of our solution.