Digital Media Buying Trends in 2022
Many media budgets declined in 2021 as the pandemic continued to create uncertainty in the marketplace. The trend may continue in 2022, which means identifying creative ways to reach target audiences efficiently will continue to be vital. In our latest Shoff Chat, Borshoff digital media and analytics leader Jordan Overton and Q1 Media’s Ryan Blute shared upcoming trends in digital strategies that are helping marketers stay fresh and effective in the ever-changing media landscape.
Some of their key learnings included:
The rise (again) of contextual advertising: Targeting is going to become even more difficult when third-party cookies disappear, and contextual advertising is one of the best ways marketers can ensure they have a solid targeting strategy.
Brand safety and verification will grow in importance: Marketers must ensure they’re protecting the integrity of their brand and putting brand safety checks in place to ensure the legitimacy of their campaigns – from bot traffic to sketchy website inventory, there are a number of pitfalls that could inflate a campaign’s metrics.
TikTok: The platform is gobbling up attention and ad dollars and it shows no signs of slowing down. In fact, for the first time in 10 years, Google was dethroned as the most-visited website worldwide in 2021. Capitalizing on this platform requires a special approach and an understanding of who’s really using it. To hear more on upcoming trends, check out the replay of the episode.
To hear more on upcoming trends, check out the replay of the episode.
Looking for a media buying partner who knows the ins and outs of digital trends? Let’s connect.