In 2022, conscientiousness comes first in advertising
After what has already been a hectic start to the year, it’s still important to take the time to look back on 2021. The media platform Teads explains the challenges—but also the opportunities—that the shift toward «online-only» will present for advertisers in 2022.
Responsible brands
Last year demonstrated which companies are currently preferred by consumers. Namely, those that take a clear stand on social and ethical issues. They even demand it. All those who thought this attitude was a short-lived trend will be disappointed again this year. Authenticity and credibility are writ large. Quality and a sense of duty, both in the business model and in the products themselves, are the order of the day.
This also applies to the media supply chain. In the future, responsibility for conscientious advertising will be borne by all those involved: the advertising agency, the creative agency, and the boardroom. Close cooperation can avoid image risks and efficiency losses.
More data awareness
To the surprise of many advertisers, a rethinking of data security was also noticeable in 2021. Many market participants became more and more aware of the digital footprint - with far-reaching consequences. The big Internet giants reacted promptly. Apple introduced new functions for more privacy for end consumers. Google imposed a momentous deadline for third-party cookies, which is now feared by many companies for lack of qualitative alternatives.
The new reality? New, data-driven solutions are needed. Sustainable data practices, quality journalism, brand safety, and social responsibility are just a few of the many factors that will determine where advertising budgets go in the future.
Advertising standards are raised
Another trend within the industry is the shift to qualitative media metrics that are better aligned with attention economics and can better measure advertising impact. However, there is still a long way to go before attention can be clearly attributed.
These developments only scratch the surface of the future challenges facing the entire media ecosystem. Every area of digital marketing is currently being scrutinized - and rightly so. The result will be a raising of standards at every step of the customer journey. This is the biggest trend Teads is seeing across advertisers, agencies and publishers. There is plenty of room for growth and progress in 2022, and those willing to take on the challenge to be more conscientious will be at the forefront.
