Digital advertising traits to observe for in 2022
Jessica Miles, Country Manager, ANZ, Integral Ad Science (IAS)
Marketing by Mindset in 2022
As the industry prepares for a cookie-less future and moves away from defined audience targeting, advertisers have a great opportunity to use contextual tools in a targeted manner. Understanding the context in which they are addressing the audience is important for marketers, as the mindset of a consumer reading business news is different from that of a consumer engaging in fitness content. Marketing by Mindset is becoming a key factor. The Power of Context report in APAC examined how context affects consumer perception of ads and brands.
The study found that consumers are very receptive to contextual ads. Most consumers in APAC – 96% in Indonesia, 91% in Singapore, 86% in Australia, and 75% in Japan – prefer digital ads that appear alongside relevant content. Another study, The Context Effect, shows that ad context increases memorability by up to 40%. These results show that digital marketers can achieve higher brand recall and generate positive emotional responses in consumers by reaching them in appropriate environments.
Short films are becoming increasingly popular.
Both worldwide and regionally, the amount of video content on the Internet is exploding given its easy accessibility. eMarketer data predicts that digital video will reach 82.2% of internet users in Asia Pacific by 2025. During the pandemic, short videos like TikTok and Instagram Reels have grown in popularity. I assume that the involvement with short videos will continue to increase. Not only have they become an important platform, but they have become just as important for marketers to incorporate into their marketing goals, add media quality guarantees while showing an understanding of mobile viewing behavior – where videos are often viewed in vertical formats and are critical to getting the brand message across as early as possible. Australians clearly enjoy engaging in video content, as evidenced by our MQR H1 2021 report, which suggests that video visibility has increased in Australia and also has the world’s highest desktop video ad completions at 78.3% and the the lowest dropout rates were recorded. The popularity of videos will increase in the future.
Hybrid work styles will promote justice
I believe that companies that flexibly take the lead in the hybrid setup and create a strong and inclusive culture can hire better talent. Flexible workplaces can also access the talent pool located at different intersections in their lives, such as women who are the main caregivers in their families.
Reportedly, if the gender employment gap were closed, Australia’s GDP would increase by 11%. Chief Executive Women reported the shortage of women in leadership positions or on the way to leadership positions with only 18 female CEOs among ASX300 companies.
Fundamental structural changes are required for the industry to be successful, such as building inclusive work cultures and harnessing these new hybrid opportunities in the world to normalize the return of caregivers to work.
