2022 Global Advertising Assets Ranking: How the Media Landscape Has Changed, How Should Brands Respond?
Brands that carry out advertising and marketing promotion are facing a difficult problem. At a time when the global economic growth is slowing down, the contradiction between budget reduction and advertising expenditure growth is becoming more and more obvious.
The flip side of the dilemma is that the number of platforms on which the target audience can reach brands and their willingness to reach out to the brand’s marketing content on those platforms is also growing.
Against this backdrop, market research firm Kantar has launched its Media Reactions report for the third year in a row, in which it evaluates the global advertising assets of media channels and media brands from both the perspectives of consumers and marketers. (Reply to the keyword [Media Response Report] in the background of the official account to download the full text of the report.)
We share the key data in this report, and combine it with the report to see how brands choose media platforms in the new landscape.
01
As the media landscape changes, which channels and platforms are the most popular?
There are various advertising channels. After the global spread of the COVID-19 epidemic, offline channels have lost their vitality, and consumers and brands have all turned their attention to online. However, as the COVID-19 epidemic has been brought under certain control, the role of offline channels has gradually emerged.
In the report, this year's top-ranked media channels among the global consumer and marketer community are presented. Among them, consumers prefer Sponsored events (brand-sponsored events/competitions), while marketers prefer online video advertising.
Looking at specific media platforms, Amazon leads the ad love ranking among consumers this year, while Instagram has been the most popular platform for marketers for the second year in a row.
On the other hand, it’s worth noting that, aside from Amazon, consumers prefer TikTok the most. This is also consistent with relevant data research findings that consumers on TikTok are more willing to interact with marketing content. However, TikTok only occupies the fourth place in the marketing budget allocation of marketers this year. Such a dislocation reminds every brand that they can invest more on TikTok to meet more consumers' demand for brand content on TikTok. need.
Marketing Cloud has been connected to TikTok's official API, enabling one-stop TikTok-authorized enterprise account posting, data monitoring and management, and data report generation. The Marketing Cloud makes it easier for brands to create and manage TikTok marketing assets.
From a platform perspective, TikTok and Google are the only two platforms that are loved by both consumers and marketers. TikTok is the place to publish and get "interesting content", and Google is still the world's largest search traffic portal, both platforms have become essential for brand marketing.
02
Consumers' attitude towards advertising has become more positive, how can brands seize the opportunity?
According to the report, consumers are more open to advertising this year than last year's figures. So how can brands seize this opportunity to spread more marketing content that consumers love?
Combined with the data in the report, the following 3 methods are provided for you:
01--Expand the cooperation with the influencers:
Of all online channel advertising types, influencer content is viewed by consumers as the most trustworthy, fun, and entertaining, and for consumers, influencer content is more relevant and useful to them. This trend prompts brands to expand their cooperation with influencers.
Influencer marketing has now changed from the pure pursuit of "more fans and greater influence" to "more vertical and more relevant". Therefore, brands do not need to worry that expanding the cooperation with influencers will increase the pressure on marketing budgets, and they can also achieve good results by looking for small and micro influencers that are followed by people who more overlap with their target users.
02--Increase the output of "interesting content"
TikTok is very popular among consumers. Judging from the data of the TikTok platform itself, most users are looking for "interesting content" on it. Therefore, it is essential for brands to create interesting content if they want to capture the advantages of TikTok’s traffic and user growth.
In previous articles, we covered ways to create interesting content. You can click the "fun" brand first step! This marketing report from Oracle highlights the importance of humorous marketing.
03--Explore the power of "innovation":
Innovation is different from fun. If the tonality of a brand determines that it cannot be too "entertainment", then innovative content should be considered. NFTs, Web3, and Metaverse are all means of embodying brand innovation in today's marketing environment. It is also an effective means to attract consumers and gain attention at the technical and conceptual level.
Epilogue
The evolving media landscape, changing consumer preferences, and how should brands spend their marketing budgets? In this Kantar report, trends and opportunities in e-commerce and offline channels are also hinted at. Reply to the keyword [Media Response Report] in the background of the official account to download the full text of the report.
If you are interested in account management, data monitoring and posting on TikTok's enterprise account, as well as data monitoring and management on other social media platforms mentioned in the article, you are also welcome to contact us.