Consumers’ demands and expectations vary as quickly and profoundly as the periods they live in. Insider Intelligence has selected the top digital trends and advancements that marketers should keep an eye on in 2022 as we strive to discover our “new normal.”
Now that the epidemic has pushed people and companies online, the digital world is fast shifting. To stay up with post-pandemic digital trends, marketers will need to adapt their techniques and plans.
Digital innovations and technological trends to keep an eye on in 2022 have been recognized by Insider Intelligence.
Marketing, Media, and Advertising: Do you have a job in this field? Data-driven research may help you stay up to date on the newest technology, industry trends, and your rivals.
The following are some of the most important technological developments to keep an eye on in the next year:
Digital Trend # 1:Pre-pandemic expectations have been shattered by digital ad expenditure.
Over the next four years, digital ad expenditure in the United States is expected to increase by almost half. More than three-quarters of all media expenditure will be spent on digital advertising by 2025. However, digital advertising has surpassed our predictions multiple times during the last several years.
We expect digital ad expenditure to rise as a result of an increase in upper-funnel advertisements. Even while the search continues to account for the majority of ad revenue, video is where the funds are migrating. Across a variety of platforms and publishers, including CTV services, merchants, and even social networks, video advertising are more prominent in the sales funnel than other formats.
Digital Trend #2: AVOD seems to be on the upswing at the moment.
An increasing number of people are watching ad-supported videos on demand (AVOD). US AVOD viewers are expected to grow from 127.7 million this year to 164.0 million by 2025. OTT video service users, digital video watchers, internet users, and the general population are all shown to have increased.
A boom in on-demand watching and a flurry of SVOD debuts has created an opportunity for ad-supported OTT providers and device makers that offer free channels to compete.
Digital Trend #3:The ‘It’ trend in social commerce will be viral commerce.
As the #TikTokMadeMeBuyIt trend spreads, brands and retailers are preparing to take advantage of the opportunity by developing strategies around viral commerce, or the act of creating content that promotes a product in an engaging and visually appealing manner in order to get it widely shared on social media.
Integrations with Shopify and other payment systems have made it simpler for companies and influencers to open a social media store. As long as these technologies are in place, marketers can utilize viral commerce to broaden the scope of product discovery and, ultimately, drive more customers into the sales funnel.
Digital Trend #4:2022 is the year of micro and nano-influencers.
Celebrities and mega-influencers are out of the picture. In 2022, the strategic play in influencer marketing will be creators with smaller audiences.
Nano- and micro-influencers are seen by consumers as “people like me,” which increases their trustworthiness and encourages them to take action on their suggestions. In addition, they’re more affordable: More than seven out of ten Instagram influencers with less than 10,000 followers charge less than $100 per post, whereas more than seven out of ten Instagram influencers with more than one million followers charge more.
Digital Trend #5: Beyond the epidemic, QR codes have a broader impact.
Customers love QR codes because they make it easy to access a company’s website, download an app, sign up for a loyalty program, or make a purchase. Faster checkouts and fewer staffing requirements will result in cheaper costs for restaurants and stores.
Stores and restaurants may gather information on their customers, such as what they’re looking at or what they’re ordering, using these apps. For retailers, this added benefit is critical since it helps them target and attribute online advertisements as third-party sources of data grow more difficult to get.
Digital Trend #6:Apps will embrace sustainability
By 2021, a rising number of firms provided users the opportunity to measure their carbon footprint in apps, but the trend intensified when Google unveiled capabilities in several of its applications that enable consumers to track their carbon effect or reduce their emissions. Trustpilot and London Research’s September 2020 study found that more than half of respondents in the United States and Europe think about sustainability when making a clothes purchase.
Google is the latest company to provide carbon footprint monitoring inside applications. Customers may monitor their daily transactions’ carbon footprints using an app provided by Cogo, which has worked with dozens of institutions. Unilever, for example, has pledged to include carbon imprint labels on its goods.
Digital Trend #7: There are more and more people in the streaming business.
According to Fixed, there are already more than 200 worldwide streaming services, and this number is expected to expand. A single media company may own and run many streaming services as a result of mergers and acquisitions. As an example, ViacomCBS currently offers numerous subscription services (Paramount+, Showtime, BET+) and free apps (CBS News and Pluto TV), in addition to services like its sports app that need an approved pay-TV login.
Users are also concerned about the growth of streaming services. There has been a significant increase in the number of streaming services that individuals use over the years, but they still only utilize a tiny percentage of the total streaming services accessible.
Digital Trend #8:Huge programmatic displays are possible.
It’s growing easier for buyers to accept programmatic linked TV (CTV). Increased programmatic ad expenditure on CTV platforms will be driven by improved fraud detection and increased quality of programmatic inventory. For example, in 2021 fewer than 70 percent of the US CTV, video advertising budgets were spent programmatically. By 2023, that figure is expected to rise to more than 80 percent.
However, advertisers who are accustomed to other programmatic display channels may be disappointed by the lack of addressability and measurement offered by the programmatic guaranteed offers that predominate in CTV settings. To make programmatic CTV a win-win situation for both buyers and sellers, more work has to be done.
Digital Trend #9:The US ad growth of Meta will stay robust despite unfavorable news and modifications in privacy.
In 2022, Facebook will confront its most difficult hurdles yet, but the impact on advertising expenditure will be minor.
Apple’s iOS updates will have an impact, but only for a short time. Advertising revenue growth for iOS users has been slowed as a result of the difficulties the business is having in providing precise data on how ads are performing. Even still, Facebook and Instagram ad pricing for Android advertisements has risen, as have Android-specific ad expenditure levels.
Digital Trend #10:One-hit wonder: social audio
Spaces are now open to all Twitter users, starting in October. It’s been put on hold, though, to have its own tab in the app. Live Audio Rooms was Facebook’s debut into social audio during the height of the Clubhouse craze; the newest move crushed all of its audio endeavours (including podcasts, short-form audio, and Live Audio Rooms) under a component of its video centre, Facebook Watch.
Podcasts will reassert themselves as a viable option for audio-focused marketers. Podcast ad expenditure is expected to rise by 30.2 per cent to $1.71 billion in 2021, thanks to the promise of reaching the country’s 117 million monthly listeners.
Every year, at the beginning of the new year, Insider Intelligence releases a fresh set of tech predictions. Keep an eye out for new forecasts at the beginning of 2023.