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Digital Ad Industry Predictions

03 Aug
2022

Many predictions of the advertising and ad management industries for 2022 revolved around the digital media spending boom and the increased popularity of locals. These predictions have not been fulfilled, particularly after a turbulent year.

Even though this year is halfway through, some things have already been confirmed. New distribution channels like ATSC 3.0 provide TV broadcasters with more opportunities for addressable advertising. Digital audio continues to grow.

Automation will have an increasing opportunity in 2022

The prediction is:

Broadcasters will have to work hard in 2022 as they try to place limited inventory in an industry that has few advertisers. Because fewer people are present, this creates incremental opportunities for automation and remote capabilities. Stations must not miss a beat to keep the systems running smoothly. Stations must make sure that Toyota ads don’t appear next to Ford ads or that Anheuser commercials aren’t shown during children’s programming. All of these operations were performed at the station in the past. However, automation makes it possible to deliver remote options that are crucial for 2022 success.

Moving forward into 2022, it is crucial to reduce friction and avoid potential mishaps. Automation remains a key solution. Broadcasters must improve workflows and make it easier to succeed by automating as many processes as possible. These are some of the processes that you can automate immediately to make an immediate impact:

  • Instructions for the import of electronic material
  • Ingestion of creative materials reduces the need for manual input and errors.
  • To reduce blind spots, order validation
  • The creation of airtime reporting.

Targeted advertising is possible with new distribution channels

The prediction is:

A key trend heading into 2021 will be the ability target specific consumers with a more personal message. Over the past decade personalized advertising has been a key focus for many industries. As the convergence of digital and linear media continues, other platforms will be more popular to distribute the content and deliver an intelligent, targeted message.

Addressable TV is a top priority for brands when they want to control their messages across media. Video continues to be in demand, even though their habits change. This will lead to increased expansion into other media channels. According to 46% of brands, optimizing new media channels is their primary media goal for 2021.

CTV, OTT and MVPDs are all notable new distribution channels. ATSC 3.0 or NextGen TV will be more prominent throughout the year. Increasing station deployments marks a significant improvement in addressable advertising for broadcast TV over-the-air.

Audio Consumption Is Forever Changed

The prediction is:

Spotify, Pandora and similar platforms had already taken over as the primary listening channel for consumers, replacing terrestrial radio. The rise of remote work, and the fewer people who can drive to work than ever before has made the impact even greater. This is further influenced by the popularity of podcasts. The world’s audio consumption has changed forever. It is unlikely that we will ever see the return of the “normal” commute to work. Traditional radio will need to adapt its model to offer streaming capabilities and quality content to stay relevant in 2021.

The 2021 Infinite Dial report shows that weekly audio listeners will exceed 193 million in 2021, which is 68% of the US populace. This is an increase of 169 million from 2020. According to the report, weekly podcast listening will rise to 80 million (24%) in 2020 from 68 million (24%) and smart speaker ownership will rise to 94 million (33%), compared to 76 million (27%) last year. 49% of people who work remotely own at least one smart speaker. A total of 88% of Americans, or 250 million people, have a smartphone.

Audio consumption has changed dramatically, and this is true even as remote work continues. While streaming and podcast audio offer incredible revenue opportunities, a comprehensive platform to manage and monetize all digital audio content is essential in order to realize this potential. These technologies enable extended content across formats and platforms to increase listenership and maximize revenue.

Esteban
author

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