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SINGAPORE, Nov. 16, 2022 /PRNewswire/ — Kantar reveals Media Trends and Predictions 2023, its annual forecast for how the media landscape will evolve with a cost of living crisis reshaping business reality in the year ahead.
The report gives a definitive view of coming media industry trends using Kantar’s market-leading data alongside evidence-based predictions and expert viewpoints. The insights will help media companies and brands navigate 2023 and plan for the future. Focusing on new VOD models, soaring costs, data usage and new technologies, Kantar’s experts predict:
Contextualise or fail – Marketers must prepare for a post-cookie landscape by experimenting with proxy-based targeting systems and contextual advertising. Targeting within closed ecosystems, in which consented first-party data is available, will still be possible, but wider cross-platform targeting has hit the barrier of consumer privacy. There will be incremental improvement in the coming years, but the hyper-targeted ecosystem the internet once promised looks increasingly unv iable and initial assumptions about the granularity o f targeting outside closed ecosystems may have to be reappraised.
Pablo Gomez, Head of Creative and Media for the region at Kantar in Singapore comments on brands and the industry on their track to Net Zero: “2023 is a year of green innovation for media brands. According to Kantar’s Link ad-testing database of more than 230,000 ads, the number of campaigns that address social and environmental issues has tripled since 2016, and now stands at 6% of all ads.”
He adds: “2023 will be the year of new challenges for media brands when they should not just follow but show. And as media plans seek to go green – charting the impact on energy use alongside existing brand metrics – media owners who can offer better carbon deals are likely to attract more business. ”
Commenting on the 2023 predictions, John McCarthy, Strategic Content Director, Media Division, Kantar, said, “We foresee a year full of challenge and opportunity for the media industry. As global price rises impact consumer spend and advertising, campaign planning could be optimised through improved data application, making budgets go further. From post-cookie solutions to better campaign planning, data is our fuel – but its usage is changing. The future will continue to deliver a host of new technologies, each brimming with potential, and it’s important not to get lost in the hype”.
To explore Kantar’s Media Trends and Predictions report, the go-to reference for media owners, advertisers and agencies, visit the campaign page and join the free webinar on the 17th of November.
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About Kantar
Kantar is the world’s leading marketing data and analytics company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.
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