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DUBAI: Kantar, which touts itself as “a data-driven branding analytics and consulting company,” released a report on trends and forecasts that it says will shape the media industry in 2022.

“The media landscape has always been dynamic, with the pandemic further fueling all changes,” Keerat Dhillon, regional associate director and head of media effectiveness measurement for Kantar’s Insights division, said in a press release.

“Digital consumption has grown massively and, even though some new players have grown exponentially during this time, advertisers still need to think very strategically about how to navigate and operate in this changing landscape,” she added.

The report focuses on five key areas: video streaming, business internet reshaping, performance media and marketing, a new approach to data, and coping with behaviors in the COVID era.

As more and more video-on-demand viewing figures are released, content owners and producers will enjoy higher license negotiation rights and distribution fees than before, and streaming platforms for them will benefit. sports and electronic sports will gain popularity with fans, Kantar predicts.

Single subscription offerings will become less common as platforms continue to consolidate due to the need to offer better and more content sets to attract viewers in an increasingly crowded space.

A serious recalibration of the commercial Internet is currently underway, according to the company. “Brands and agencies are experimenting with hybrid data strategies that fully embrace privacy, deliberately blending their own consumption data with panel-based sources and other high-quality – and fully consented to third-party data,” the report. Targeting should become more contextual and brands should invest heavily in management systems based on direct integration to measure campaign effectiveness.

During the pandemic, many brands switched to performance-based strategies to survive. Now, as the market rebounds, experts at Kantar expect to see increased competition for performance marketing spend, with local retail giants becoming more sophisticated in e-commerce. They also anticipate a rebalancing of spending between performance media and brand building campaigns.

Data is at the center of many of these changes, and advertisers’ attitudes to data are also expected to change, with high-quality data becoming the fastest growing problem over the next year. predicts the company. Kantar experts predict that brands will rely on their direct relationships with consumers to get the most out of their own data. They will also experiment more and develop new ways to use this data to address the lack of competitive intelligence in data in the hopes of developing a better understanding of their consumers.

Finally, there is no doubt that consumer behavior has changed during the pandemic and some of those changes are here to stay, according to the company. “Branded offerings will need to reflect and shape the new realities of consumer behavior,” the report said. Businesses will need to focus on the needs of consumers, including convenience, value, sustainability and innovation. While this can be a challenge, it is also an opportunity for brands to explore different and deeper audience segments and grow their brand beyond existing audiences.

“There is a real dilemma in effectively reaching consumers, especially with the increase in online penetration but the stability of offline,” said Rana Mokhtar, director of branding and analytics at Kantar’s Insights division.

“As we live in the age of digital diversity, offline still has the strength to reach larger segments and cause different impacts. The use of multimedia, with a fair balance between expenditure and content, is therefore the secret of the success of media planning in 2022 ”, she added.