Mediaocean：2022年營銷報告和2023年展望

Mediaocean's

2022MarketReportand2023Outlook

Usingdatagatheredfrom600+leadersatadvertisingagencies,techcompanies,andmediaproviders,thisend-of-yearreportfeaturesinsightsonmarketingtrendssettoimpactthecomingyear.

mediaoceanTechValidate

bySurveyMonkey

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Tableofcontents

Introduction

3 Insight#3:Cognitivedissonanceonprivacy11

ForewordbyJoannaO'Connell

Insight#4:SeculartrendsinTVadspendcontinue—withanotablecaveat

12

Executivesummary

13

Insight#5:Brandsafetyconcernspersist

Insight#1:Marketersstilllovesocial,buttherelationshipiscomplicated

ConclusionandMethodology

14

Insight#2:Upper-funneladvertisingmayoutperforminvestmentexpectationsamideconomicheadwinds

AboutMediaocean

9

15

Introduction

ThankyouforreadingMediaocean's2022MarketReportand2023Outlook.Theseinsightsreflectinputfrommorethan600customersandpartners,focusedonkeymediaandtechnologytrendsalongwith2022projectedmarketinginvestments.Weprimarilysurveyedmarketersandagencies,butalsoincludedperspectivesfrommediacompanies,measurementfirms,techplatforms,andotherindustrycohorts.

ForewordbyJoannaO'Connell

Almostunbelievably,2023isuponus.

Andthepaceofchangeindigitalmarketingfeelsfasterthanever.Why?Becauseitis.Consumerbehaviorsandattitudescontinuetoevolve.Somenewbehaviors,liketherapidandongoingadoptionofstreaming,arethenewnormal.Thepurchaselifecycle,onceconsideredanimmutableprocessof“discover,engage,purchase",hasbothcollapsedandshapeshiftedinaworldofvideo-andsocial-poweredcommerce.Thelegislativeandregulatoryprivacylandscapeisactiveanddevelopinginanunprecedentedway.Andthenotionsofwhat'spossibleinaweb2.0worldarebeingchallengeddaily.

Overlayallofthesedevelopmentsonabackdropofamulti-yearpandemic,economicandpoliticalupheaval,andotherglobalforces,andit'sclearweallshouldbesittingupandpayingattentionasweheadintothenewyear.

Admittedly,whenthingsareuncertain,itcanfeelsafesttoentrenchandstickwithwhatweknow.(What'sthefamousphrase?“NobodyevergotfiredforbuyingIBM.”)Butwhat'sreallyimportanthereisourpointoffocus一which,Iwouldargue,MUSTbeontheconsumer.Ahealthyrelationshipamongbrands,publishers,andconsumerscreateasustainableadvertisingandmarketingecosystem.Andwe'vegottenoutofbalanceoverthelastfewyears,arguably,tothedetrimentofconsumersandtheconsumerexperience.It'stimetorebalance.

Withthatsaid,herearesomethingsI'mexcitedtoseegettractioninthecomingyear:

Howwechangetheprivacyconversation一fromoneof“riskmitigation"throughcompliancetosmart,sustainablebusinesspracticesthatrewardtransparencyandaclearvalueexchange.Thismeansthatweasanindustryneedtograduatepastthinkingofthismomentasacookieproblem,upourgameswhenitcomestoconsumerdatacollectionandmanagementandspendmoretimeonconnectingmediaandmessage.

HowweavoidthetrapoftreatingstreamingTVandvideoadvertisingasa''find/replace"forbroadcasttelevision.Thatis,howwepushourselvestothinkbeyondthe30-secondspotandtraditionaladpodmodeltodelivervideoadexperiencesthatmodernconsumersnotonlychoosenottoavoidbutmightactuallyenjoy!

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ForewordbyJoannaO'Connell(continued)

JoannaO'Connell,independentindustryanalystanddata-drivenadvertisingexpert,hasmorethan20yearsofexperienceintheadindustryandhasservedasapioneerthroughout.ShestartedhercareeratagencyAvenueA,co-foundedRazorfish'sagencytradingdesk,builttheresearchpracticeattradepublicationAdExchanger,servedasCMOofglobaladtechcompanyMediaMath,andledprogrammaticandomnichanneladvertisingresearchforForresterResearch.SheholdsaBAinpsychologyfromVassarCollege.

Howweclosethegapbetweenadexposureandconsumerpurchasetomakeitassimpleandseamlessaspossibleforconsumerstolearn,laugh,andbuyontheirterms,wheneverandhowevertheywant.Thisnecessitatesseamlessback-endprocesses,connectedsystems,andorganizationalwilltomake“commerceeverywhere"areality.

Howwerethinkorchestrationandmeasurementintheeraofsignallossandmediaplatformfragmentation.Seamless,cross-channel,person-levelfrequencymanagementandadsequencingalwayssoundedliketherightendgoal,butweover-rotated,andadvertisingbecameintrusiveratherthanhelpful.Soit'stimetochallengeourconventionalwisdom.Optimizingtheconsumerexperienceisstillcriticalandunderstandinghowmarketingcontributestobusinessgrowthisvital-butperfectmaybetheenemyofgoodgoingforward.

Soasyoureadthroughthisyear's2022MarketReportand2023Outlookanduseittohelpinformyourthinkinganddecision-makingheadinginto2023,Ihopethisframingisahelpfulguide.

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Executivesummary

2022hasbeenayearofsurprisesforbrands,agencies,andotherkeyplayersintheadvertisingeconomy一notallofthempleasant.

ConsumersembracedTikTokinhugenumbers.StreamingpowerhouseNetflixreverseditsoppositiontotheadsitoncedisavowedinresponsetofinancialchallengesandcompetitivepressure.Apple'schangestohowdataissharedwithappssingle-handedlyupendedthemobileattributionsystemthatunderpinnedbillionsofdollarsinadspend.Andthedualforcesofpriceinflationandrisinginterestratesdraggeddownconsumersentiment.

Turbulent!Andhowaremarketersresponding?Notalwaysinthewaysyoumightexpect.

Forinstance,youmightthinkthechangeswithvarioussocialplatformswouldgivesomemarketerspause.Onthecontrary,oursurveyrevealedthatsocialadvertising一andshortformvideoinparticular一willcapturemoreyear-over-yearspendincreasesin2023thananyotherchannel.

Andyoumightalsothinkthattheconcernsaroundprivacyandidentitywouldbeeasingsomewhat,giventhatwearenowseveralyearsintopreparingforthedeprecationofkeyidentifiers.However,thedevelopmentofproposedreplacementshasbeenamixedbag,andmarketersremainasconcernedaseverthatindustryeffortsarelagging.

Finally,youmightthinkthatthemacroeconomicconditionswouldfindmarketersslashingtheirinvestmentsinbrand-buildingwhilescurryingtoperformance-basedchannels,astheyhaveinthepast.Butaswe'llsee,thedatasuggestsotherwise.

Inthisreport,wetakeacloselookatwhat'sdrivingchangeinourindustryandprovideanupdateonmarketersentimentinotherimportantareas,suchasCTV,omnichannelmarketing,andbrandsafety.

Insight#1

Increase25%+

Marketersstilllovesocial,buttherelationshipiscomplicated

Traditionalwalledgardenshavehadaroughgoofitlately.Growthhasbeenhardertocomeby.Apple,invokingprivacy,summarilyscrappedidentifiersthatfueledyearsofrevenueexpansion;brandsafetyconcernshavepersisted(aswe'llsee).Andthat'stosaynothingofpublicvaluations.

Undertheseconditions,youmightexpecttoseeadipinmarketers'eagernesstobepresentinsocialenvironments.Butyou'dbewrong.Whenaskedhowtheyplantoallocateinvestments,morerespondentsindicatedtheywouldincreasetheirspendingonsocialplatformsthansaidasmuchforanyotherchannel.Notably,muchofthisanticipatedgrowthcomesfromthosewhoplantoincreasesocialinvestmentsdramatically(25%ormore)ratherthanmoderately(1%to25%).

Foreachmediachannelbelow,doyouexpecttoincrease,decrease,ormaintainyourspendin2023?

Increase0-25%

Maintain

Decrease0-25%

Decrease25%+

Insight#2

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I49%

40%

40%

32%

25%

What'sgoingonhere?Theentranceofnewplatformsandformatsislikelyakeydriver.Itappearstheriseofshort-formmobilevideo,andTikTokinparticular,maybeproppingupthiscategory.Whenweaskedrespondentstochoosethetopthreeconsumertrendsthey'rewatchingfor2023,“TikTok/socialvideo"wonhandily,with63%ofpeopleselectingit.Theno.2andno.3selectionswere“CTV/streaming"(54%)and“e-commerceeverywhere"(47%).Bothtrendsarewhite-hotthisyearbuttrailedsocialvideobyaconsiderablemargin.Also,noneofthesetrendsoccurinavacuum;asignificantdriveroftheeverywheretrendfore-commercecomesfromtheburgeoningtrendofconnectingshoppingwithsocialvideo.

Interestingly,privacyrankedfairlylowonthelist,despitebeingflaggedelsewhereasamajorconcern.(Moreonthatlater.)

Whatarethemostimportantconsumertrendsyou'rewatchingfor2023?(Chooseupto3)

TikTok/socialvideo 63%

Socialcreativeisabigopportunity

Inacorollarytrend,wefoundrealexcitementaboutthepotentialforbettercreativeandcreativetoolsonsocialplatforms.Nearly50%cited“bettercreativeandproductiontools"asabigopportunity,followedby“betteradperformance"and“resolvingsocialidentityacrossplatforms."

Whatarethebiggestopportunitiestoimproveexecutioninsocialchannels?

Bettercreative&productiontools

Betteradperformance

Resolvingsocialidentityacrossplatforms

Timesavings(automation)

Costsavings

54%

47%

35%

34%

30%

15%

CTV/streaming

E-commerceeverywhere

Consumerprivacy

Metaverse

Gaming

Political&advocacytrends

Upper-funneladvertisingmayoutperforminvestmentexpectationsamideconomicheadwinds

Experiencedmarketersunderstandintrinsicallythatinvestinginthebrandisinvestinginthelong-termhealthofthebusiness.Andyet,whenthelargereconomicenvironmentbecomescloudyordownrightmenacing,brandadvertisingbudgetsareoftenthefirsttogoasmarketersdoubledownon“whatworks.”Andwhileit'struethatrespondentstooursurveylistedperformance-drivenpaidmediaastheirmostcriticalareaofinvestmentintheeventofadownturnthatdoesn'ttellthewholestory.

Morethanathirdofrespondentslisted“brandadvertising"asacriticalareatomaintaininvestmentsinthecurrentuncertainclimate,and24%citeddemandgeneration.

Moreandmoreexamplesofmarketershavefoundsuccessbymaintainingastrongfocusonupper-funnelgoals.AsreportedinTheWallStreetJournal,Airbnbhasmovedawayfromsearchasanacquisitionvehicletofocusonupper-funnelcampaignsandPRefforts,withtheprimarygoalofbuildingitsbrand.InitsQ32022earningscall,thecompanysaidevenseriousheadwindswouldn'tchangeitsapproach.

Givenourcurrentmacroeconomicuncertainty,whichadvertisingcapabilitiesandmediainvestmentsaremostcritical?

Performance-drivenpaidmedia

52%

Measurement&attributioncapabilities

Brandadvertising

36%

First-partydatamastery

26%

Demandgeneration

24%

Creativetesting&analysis

22%

Automation

21%

Experimental/innovationbudgets

21%

Privacy

21%

Identity

16%

Measurementandattributionarecritical

Butprovingupperfunneltacticsworkisstillreallyhard.Therefore,attributionandmeasurementbecomeallthemoreimportant,andindeed,respondentstothisyear'ssurveyrepeatedlyindicatedmeasurementisahugefocus.

Infact,whenaskedwhichsingletechinnovationtheythinkwillbemostimpactfulfortheiradvertisingin2023,thetopresponsewas“measurementimprovements"(27%),closelyfollowedby“improvementsinintegratedmediaplanningandexecution"(21%).

Giventhatthetechnicalhurdlesstandinginthewayofdoingupper-funnelandomnichannelmeasurementhavebeenapersistentbugbearfortheentirehistoryofmarketing,ourrespondents'beliefinimminentprogressonthisissueisperhapsthemostoptimisticnoteinthisreport.

ConvergedTVmeasurement/planning

Betterinfrastructure/processesforfirst-partydata

Whichmarketingtechnologyinnovationdoyoubelievewillbemostimpactfulforyouradvertisingin2023?

Contextualtargetingimprovements

11%

27%

Measurementimprovementscenteredonnoncookiemethods(e.g.panels,mediamixmodeling,federatedlearningmethods,betteruseoffirst-partydata)

“Especiallyasdatagetsmorefragmentedandsiloedandlessavailable,measurementbecomesevenmoreurgent.That'sabigthingin2023”,

—JoannaO'Connell,IndustryAnalyst

Improvedadopportunitiesinemergingchannels(e.g.immersivegames,influencereconomy,TikTok,VR/AR)

15%

21%

15%

Artificial

Intelligence

Improvementsinintegratedmediaplanning&execution

(AI)&Machine

Learning(ML)

Insight#3

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Insight#3

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Cognitivedissonanceonprivacy

Onthetopicofprivacy,oursurveyrevealsthatsomelearnedpassivityhasunfortunatelytakenholdofourindustry.

Asthefirstchartinourreportreveals,“consumerprivacy"ranksnearthemiddleofthepackamongtrendsmarketerssaythey'rewatchingclosely,withonly35percentofpeopleplacingitintheirtopthreetrendsforthecomingyear.Forcomparison,“Metaverse"heldalmostthesamelevelofattention(34%).

Andyet,whenweaskedabouttheirlargestareasofconcern,morerespondentsciteda“l(fā)ackofpreparedness"forprivacy-drivendatadeprecationthananyotherresponse.Infact,thetopthreeresponsestothisquestionalltouchedondataloss.

Furthermore,whenasked,"What'stheindustrymostbehindon?"moreofthisyear'srespondentsselected“Privacy"thandidoneyearago.

Andsowefindourselveswithseeminglycontradictoryfindings,whereagenciesandmarketersexpressonlymoderateinterestinprivacyandyetsimultaneouslysoundalarmsaboutit.

Onecouldendlesslydebatethereasonsforthis.Certainly,Google'srepeateddelaysinendingsupportforthird-partycookiesinChromehavecreatedtheincentivesforsomepartiesto“rundowntheclock,"changingnothingwhileextractingasmuchvaluefromcookiesaspossiblebeforetheyfinallydobitethedust.Andthetechnicalcomplexityinvolvedinbuildingprivacy-preservingalternativescanalsoactasadisincentiveformarketersandothernon-technicalstakeholderstoplayanactiverole.Whateverthereasons,marketersarenotactingwithurgency,evenasApple'sdiscontinuedsupportforIDFAswreakshavocinthemobileappecosystem.

“Iftheindustryistreatingthisassomethingforpartnerstosolve,they'regivingupresponsibility."

—JoannaO'Connell,IndustryAnalyst

Whatareyourlargestareasofconcerninyourmediaandmarketinginitiatives?

Lackofpreparednessforcookielessfutureandotherdatadeprecationrelatingtoconsumerprivacy&walledgardenbehavior

Declineinabilitytomeasurecampaigneffectivenessontechplatforms&openweb

Lossofaccesstothird-partydata

Consumeradavoidance/adblindness

Talentretention/accesstoexpertise

Poorabilitytomanagereach&frequencyacrossCTV&digitalchannels

Other

11%

37%

I32%

I32%

I29%

29%

26%

SeculartrendsinTVadspendcontinue—withanotablecaveat

Themigrationtoad-supportedstreaminggotabigboostin2022withNetflix'sannouncementofanewservicetiersubsidizedbyitsbrandpartners.Withthismove,NetflixjoinsDisney+,HBOMax,andothersinacknowledgingthatthefutureofTVwillcontinuetocarryadvertising.

Thisisgoodnewsformarketers,andthey'rerespondingwithenthusiasm.Justaswefoundlastyear,morethanhalfofmarketerssaytheywillcontinuetomakebigincreasesintheirCTVinvestments.Andonceagain,moreplantoreducetheirspendingontraditionalTVviewing(nationalandlocalTV),thanplantoincreaseit.

Butit'simportanttonotethattheoutflowsoftraditionalTVbudgetsarenotallbeingdirectlyinfusedintoCTV.Someofthatspendisgoingtostreamingchannels,yes,butthere'salsostrongevidencethatsocialvideowillcapturesignificantincrementalspendinthecomingyear.

Foreachmediachannelbelow,doyouexpecttoincrease,decrease,ormaintainyourspendin2023?

Increase25%+

Increase0-25%

Maintain

Decrease0-25%

Decrease25%+

Insight#5

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Insight#5

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Brandsafetyconcernspersist

2022wasanotheryeardefinedbydivisivepoliticalrhetoric,andthespecterofanotheracrimoniousgeneralelectionloomsonthehorizon.Misinformation,politicalandotherwise,remainsabigconcern.Sowemadeapointofcheckinginonbrandsentimentaroundthesafetyandsuitabilityofmediaenvironments.

Doyouexpectyourconcernsaroundbrandsafetyandsuitabilityofadplacementswillincrease,stayaboutthesame,ordecreaseoverthenext12months?

Itturnsoutmarketersfeelmuchthesameonthispointastheydidlastyear.Justoverhalfexpecttheirbrandsafetyandsuitabilityconcernstoremainthesame,whileapproximately40%expectthoseconcernstoincrease.Asingle-digitpercentageexpectsthoseconcernstodecrease.

Q4,2022

Staythesame

54%

Increase

40%

Decrease

6%

“Asweconsiderthefutureofbrandsuitability,it'simportanttonotethatthisisnotonlyaboutdisplayandsocial,butCTVaswell.Andweshoulddistinguishbetweenthetablestakesof'brandsafety'andthemorenuancedrealmof'suitability,whichisreallyaboutfindingamatchbetweenabrand'smessageanditsidealenvironment."

Q1,2022

Staythesame

Increase

42%

51%

—JoannaO'Connell,IndustryAn