The last two years have fastened the transformation of marketing reality and, in particular, the media market. We can figure out latest trends: those that have already become «the new black» as well as those, which rules of the game will be formed in the next 3-5 years. However, it is important for businesses and brands not only keep an eye on trends, but also take concrete actions to ensure sustainable growth in the future. We will look through the most important trends and build a forecast for the advertising market through 2025.
Exclusive interview with Alexey Tolstogan.
Today consumers attention is riveted on various screens. But if earlier each screen corresponded to its own type of content, now technologies made it possible to comfortably consume any content on any device wherever and whenever people want and interact with it. What strategies content providers and platforms will choose to compete for people attention? Does this competition make any sense? How should brands act in this situation to get as much benefit from screens as possible?
The defining words of this fall have been the lack of inventory and inflation. Despite rational arguments, it is difficult to accept double-digit inflation, but it gives an extra boost to each kind of optimization: budgets, mixes, human resources and time. Working with Screens we at GroupM rely on our own state-of-the-art technology solution [m]Screens, whose primary goal is to maximize video reach and which allows additionally integrate precision approaches and drive growth in performance metrics.
In 2022, we are surrounded by a countless number of different screens. They differ in diagonal size, core audiences, ways and models of interacting with a viewer. This diversity raises new questions for brands. What aspects should they focus on in communication planning? Where should they find a recipe for successful content delivery to the target audience? During our presentation we will show how correctly planned and created content on different screens brings an increase in efficacy. We will share practices that not only let to gain as many opportunities from each screen, but also allow you to create bright immersive campaigns.
With the scarcity of screen media inventory and the rapid inflation growth, influencers are becoming one of the vital communication channels for brands. They are no longer "kitties", they are "tigers" of large and small screens. Working with such "tigers" requires a systematic approach at all stages of the process - from selection to performance measurement, from integration format development to transparent contracting. So, when the entire process of taming is in one hand, even "tigers" become "kitties" again.
Customers are now visiting marketplaces and buying from them more often than they used to before the Covid-19 pandemic. With nearly half of all product searches that occur on marketplaces, these channels have become a critical component of brands’ multichannel success. But marketplaces and break-and-mortal retailers dictate their own rules having short-term strategies aimed at fast sales. With this, brands gain a new sales channel while losing brand equity and extra margin.
Can marketplaces help brands to support brand experience and save brand equity? Is win-win partnership between brands and marketplaces possible?
Occasions of human contact with a brand, decision making and purchase are rapidly merging with each other. Media and retail are overlapping more and more creating a new reality at the intersection. This reality makes it next to impossible for business to take decisions based solely on trading, media or communication logic. New types of analytics are emerging empowering better business decisions at a new level of discreteness and at a fundamentally different speed than we have ever experienced before. What analytics solutions has Mindshare already implemented? What are the prospects for analytics based on eCommerce data? What new opportunities do such analytics offer businesses?
The creation of metaworlds is no longer a concept or the plot of fantasy movies, it has started to become a reality. Just like gaming brings together various digital experiences, we have created a metagame division mGaming as a part of GroupM agencies, combining expertise in gaming and cybersports, entertainment, strategy, media and analytics. During our presentation we are going to talk about the unique trading and measurement opportunities. Then, we are going to provide you with recommendations about aspects brands must pay attention to now to be a part of a new reality united by gaming in the next couple of years.
2020 showed an incredible boom in ecosystems. They have become part of our lives turning into a place where we can find any services. Brands are also growing, gaining more data of their own consumes. At this intersection of brand and ecosystem metagardens appear. They are superforms with new relationships and connections. During this session we will talk about correct and mutually beneficial relations inside metagardens, which let create unique products based on our own expertise and our partners' technologies. We will share some results of our work, namely, the joint product of GroupM and VK - Promotional Constructor, which allows brands to implement promotional activations of any level in an effective way.
To build a long-term relationship between a brand and consumers and offer them effective approaches, solutions, and communication, it is important to know consumers and understand their way of life. Life in the world of connected data provides such an opportunity. In the future, the entire world will be single source, and this will change the requirements for agency tools of the future as well as the requirements for infrastructure. Right now, to analyze one advertising campaign with one retailer, the retailer spends several weeks to collect data, process and analyze it. We will not have that much time in a couple of years. We will talk about GroupM technologies, which are built to face the challenges not only of 2022, but of 2025 as well.
The effectiveness of media and trading activations has recently increased significantly due to new opportunities for complementary data enrichment by market players: from the producer to the last mile players on the way to the consumer. On the other hand, the spectrum of activation solutions has also expanded significantly. Sometimes it can be difficult to compare long-term contributions of these solutions and make a decision. However, data can not only be a driver of consumer-first communications or trading activations, but it can also serve as the basis of a single frame of reference in assessing long-term performance. We are going to share with you a single source dashboard based on retail data. How does it work? What products has Mindshare already launched? What business prospects does it offer?
"It's too innovative for us. It's very niche and inefficient. It will quickly become boring and forgotten" – it is often said about modern technologies. But then suddenly something that seemed insignificant yesterday literally "explodes" the world, changes our habits and influences the way we live. How do we distinguish hype from a product with high potential? How do we know which technological innovation we should invest time and money in? How do you recognize technologies behind a "raw" startup that will change the user experience, open new sources of growth and become the foundation of your business transformation? Let us talk about five real but underestimated technologies that brands need to get to know "today" in order not to have regrets "tomorrow".
What kind of world do we live in and where do we go in the future? The coronavirus has affected the entire structure of society. If we failed to cope with a relatively simple task in a timely manner, how do we solve complex ones - climate crisis, development of artificial intelligence, stagnation of scientific and technological progress, etc.? Let's talk about strengthening intelligence and try to imagine together the future of society and Homo Sapiens as a species.
The Final Report