In a fast-changing media landscape, it can be difficult to know which trends have staying power and which are all hype. Our UK team has created a value score based on urgency and impact measures to help separate the trends worth pursuing from the hype.
Our urgency rating tells you if the trend must be acted on now, or if there’s time to wait as the trend matures. The impact rating tells you how greatly each trend is likely to influence your marketing for years to come.
These are the 15 media trends we’re keeping an eye on in 2023:
- Marketing in an economic downturn
Economic turmoil requires a different approach to marketing. We recommend investing in brand marketing, focusing on current demand, and preparing for a return to normal.
- Customer data platforms and what comes next
The death of the CDP has already been foretold, but the downsides to using a CDP may have been overestimated.
- Server-to-server tracking
Instead of using cookies or tracking pixels, this process connects the advertiser's server
directly to the tech platform's server, giving marketers more control of their data.
- Data clean rooms
Marketers are beginning to test DCRs as the cookie deprecation deadline approaches, but we have yet to see widespread, practical adoption.
- Telco data and mobile network profiling
As solutions that allow for identification become more important, Telcos have positioned themselves well to make their data available through mobile network profiling, which allows them to track and profile audiences using data they’ve gathered, without relying on cookies or identifiers.
- The rise of retail media networks
Retail media networks allow advertisers to target specific customers on retail websites and other properties with the ability to track how audiences who see certain ads go on to interact with the products and services being advertised, including when and how they make purchases.
- Hybrid video on demand (HVOD)
HVOD advertising is the new model being adopted by subscription video-on-demand companies like Netflix, Amazon and Disney+, which now offer advertising as a separate tier for customers who do not want to pay the full price for their services.
- Apple DSP
Apple's much anticipated, but as yet unconfirmed, DSP could allow advertisers to once again access the crucial iPhone audience.
- Programmatic cinema
Programmatic cinema will allow movie theaters to enrich inventory with audience data, location and time to show tailored messaging to audiences.
- The metaverse
The metaverse is a hot topic across the industry, but there’s a large gap between hype and reality.
- Attention as a metric
Eye tracking tests and consumer surveys segmented by channel are helping evaluate the effectiveness of channels to drive incremental value for advertisers.
- Supply chain sustainability
Consumers and governments are holding brands accountable for their carbon
footprint, including the emissions created by their digital advertising. Not only is reducing carbon footprint important for ethical reasons, but it can also lead to better media results.
- Programmatic transparency
The demand side is working on introducing greater transparency in the buying process to regain brand trust in programmatic platforms.
- User generated content
The native functionality of TikTok, as well as a desire to seek out the authentic, is driving social media advertisers to feature more real people in their advertising.
- Media mix modeling
MMM is a statistical analysis method that measures all the variables that affect a key business metric, usually sales or revenue. As the use of third-party cookies comes to an end, MMM will play an increasingly important role in digital media measurement.
Download the full report to see how each of these trends score in urgency and impact, and most importantly, what actions you should take.