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1、Media / Media Trends Media / 2021 dentsu | all rights reserved Reimagine Next Media / Contents The Prolonged Pandemic Brand Citizenship Identity Megatrend #1 Megatrend #2 Megatrend #3 Introduction Media Leaders in Conversation Pg. 3Pg. 4 Pg. 7 Pg. 21 Pg. 28 Media / The world is recovering from the p
2、andemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper. Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times
3、 of growth for those who make the right decisions. Technologies and ways of working that might have seemed an interesting experiment in other times have become essential. In previous decades these moments have given rise to new media like radio, digital and social media, and been instrumental in the
4、 formation and growth of companies like Revlon, Uber and Airbnb. Again, the opportunity is out there. In this report we look at three megatrends that are helping to define the recovery, each with smaller manifestations or sub-trends, with major implications for brands. 01 The Prolonged Pandemic desc
5、ribes the process of rapid adjustment, experimentation and innovation that is currently taking place as companies and consumers adapt to new ways of living, including new hybrid models in many parts of life, greater use of virtual worlds, and greater flexibility in working patterns. 02 Brand Citizen
6、ship examines how many brands are taking a more public-spirited approach to their manufacturing and marketing, using their knowledge and market power to help make the world more sustainable and fair. 03 Identity looks at how, in the age of the pandemic, it is more important than ever that people be
7、able to prove who they are, but at the same time harder for brands and third parties to know who they are. Introduction Media / Before diving into each megatrend, we sat down to discuss some of the key themes that have emerged from this years report with Fiona Lloyd, Global Client and Brand Presiden
8、t, Carat, Amanda Morrissey, Global Client and Brand President, iProspect, and Sanjay Nazerali, Global Client and Brand President, dentsu X. They share with us their unique experiences and perspectives, from professional and personal standpoints. The past year has been eventful to say the least. What
9、 is the one change that has happened that you are looking forward to keeping permanent? Sanjay Nazerali: When we all went into lock down, none of us knew what to do. We did not know how to work from home or exercise from home. We did not know how to look after our kids. Amazingly, some brands steppe
10、d up and helped us learn how to do this stuff. I really hope brands will keep this sense that their role is to help consumers. Fiona Lloyd: The world feels more human, with much more emotional intelligence. You get to know your clients and colleagues better by seeing a full image of their faces on a
11、 screen. Amanda Morrissey: Hybrid working has been a revelation. In the old world we spent all our lives on a plane, and it took much longer to crack international problems. Although it is lovely to have human contact, it is also great to have the diversity of perspectives and cultures you get from
12、different people in different countries all in the same virtual space together. When it comes to media, what was the most exciting or surprising change for marketers? Lloyd: The desire to simplify how we do things. The pandemic made us evaluate every aspect of life both personally and professionally
13、, and make decisions that might have taken far longer otherwise just ripping the plaster off. We have made massive, brave changes that we would not have made otherwise. Morrissey: The greater emphasis on ecommerce has really changed brands relationships with consumers, both in terms of the experienc
14、es that we can build, and how we target. It has brought a fundamental shift in how we organise ourselves, what skills we use, and how we do business. Nazerali: We think of the media becoming much more fragmented and atomised, but the surprising thing is we still have big shows that everyone watches,
15、 whether it be Tiger King or Squid Game. That has been really surprising and wonderful from my perspective. Lloyd: It is all about understanding the consumer mindset and expectations within the different environments! Media Leaders in Conversation Fiona Lloyd Global Client and Brand President, Carat
16、 Amanda Morrissey, Global Client and Brand President, iProspect Sanjay Nazerali Global Client and Brand President, dentsu X Media / What are brands looking for most as we enter 2022? Nazerali: Brands are looking to connect heart and head to tell wonderful stories and create compelling experiences, e
17、specially if they drive revenue. We are going to see more feelings and emotions, but also a renewed emphasis on measurability and accountability. If you have enough experiences with any brand and theyre consistent and valuable, they will ladder up to the Holy Grail of all marketers: a relationship.
18、Lloyd: Brands are looking for radical collaboration, between us, partners, and other agencies to solve client challenges in completely new ways. There is also a much greater demand for diversity; it is completely unacceptable not to have diverse teams providing responses to briefs. Morrissey: Brands
19、 want more omnichannel planning and buying, with more attention to what impacts different media have on each other, and how we reach audiences, measure, and optimise. It is about helping clients to organise their own structure so that the various parts work in tandem, using their data and technology
20、 to the best effect. Where do you see the greatest opportunity for brands in their media for 2022? Morrissey: There is opportunity in understanding how consumers live in both real and virtual worlds, and how and when they intersect. Media is really going to help brands not only build relationships t
21、oday, but focus on where they are taking consumers tomorrow. Nazerali: The biggest opportunity is to inject joy back into commerce, a sort of curated serendipity. Lloyd: Bringing empathy and humour into our work and making sure that human understanding translates into a genuine value exchange. The t
22、rend was already here prepandemic, but it has been accelerated over the past 20 months. You can also see a real shift to brands and businesses that are empathetic. This year saw a lot of news, then pausing, then more news on cookies. What positives do you see for marketers from the changes in cookie
23、 acceptance? Nazerali: We have gone down a bit of a rabbit hole with personal identity, and we have assumed that someones name, email address and all their data signals define who they are. That is not the whole truth. We are defined by the groups we belong to. When I go to my allotment, I am actual
24、ly defined by the other allotment owners around me. When I go to work, I am defined by the colleagues around me yet my family are not defined by that group. The advantage in some ways of cookies not being available is that it will force marketers to start thinking about what are those things that bi
25、nd people together at any given moment in time. Morrissey: It has made us be more inventive. It has made us test and build solutions, and we have been much more experimental in the work we have delivered. We have also been able to talk to our clients more about data, including their own first-party
26、data, and how that can be used most effectively. Its really all about signals: where consumers are and what they are interacting with, rather than a simple identity. Lloyd: The truth is that having genuine insight and understanding of your customers leads you to better decisions! Media Leaders in Co
27、nversation Media / The metaverse and gaming are both undeniable forces as we look forward what is the promise of virtual worlds such as Roblox for brands? Nazerali: I think the real opportunity for brands is to link the metaverse with the real universe and create that bridge between the two. Morriss
28、ey: There is a retail opportunity in that we can sell things in these spaces, but more than that, there is a consumer opportunity and how we connect gaming and virtual worlds with everything in the real world. The media world has probably never been more complex or hard to measure, but there is also
29、 more potential for experimentation and testing than ever before. Lloyd: To strike a note of caution, as a parent I struggle with gaming and the boundaries you set for your kids, particularly in terms of how much time they can spend playing. It is an ethical issue that we need to be mindful of. How
30、important is data going to be as we look ahead in changing commerce, in channels like CTV, and live-streamed shopping? Morrissey: I think there must be clarity in terms of audience and insight, and then applying this to these channels. Historically when we thought about TV the data was never real ti
31、me, but now we will have the ability to react and optimise based on what is happening in the moment. Nazerali: The data is going to be critical. It is going to drive efficiency. It is going to drive ROI, but I think the real opportunity will not be unlocked just through the data, but through the ins
32、ight we derive from it, because it is those little bits of insight at the edge which large aggregate numbers often dont see. And finally, what is one trend you do not want to bring into 2022? Morrissey: The one trend I do not want to take into 2022 is the imbalance of home/work life. As we are now g
33、etting used to remote work, we need to find the right balance between work and home life when they might exist in the same physical space. Nazerali: I completely agree but I also want to make clear that I have never and I will never bake a cake. I do not care how locked down we are. I am not baking.
34、 Lloyd: Agreed and no more home schooling! Media Leaders in Conversation Media / / Brand Purpose MEGATREND #1 The Prolonged Pandemic Media / In this section we will look at: Omnichannel Everything - Hybrid models developing to provide online and offline options for entertainment, events, festivals a
35、nd more. New Ways to Buy - The acceleration of new shopping services and technology, building on the rapid growth in online commerce. Virtual Worlds - The concept of virtual worlds becoming mainstream, and even - possibly - taking over from group video calls. Secure Scarcity - Technological advances
36、 making it possible to create unique copies of digital assets, and how this is generating millions in revenues. Fans of Flexibility - Greater flexibility within the world of work for those lucky enough to be able to work from anywhere. The pandemic is having far more impact, and is lasting longer, t
37、han almost anyone initially thought. The world has changed. The past 18 months have brought about a greater change in the way many people live, work, shop, and socialise than any time in the past 70 years. As societies open up again, there are many promising signs of recovery everywhere we look from
38、 economic indicators to proxy measures like hire car usage and the number of weddings. However, the world will not simply rewind to 2019. We are already living in the new world, and need to be agile enough to continue to adapt to new habits and behaviours. The pandemic accelerated trends that had al
39、ready been rising, for example in digital usage, cashless payment, streaming subscriptions, time spent on gaming platforms, and, of course, the percent of commerce transacted online. We have seen greater adoption and use of digital hardware as people reacted to more time spent at home and upgraded t
40、heir homes. As we will see in the next pages, many leading brands are betting these changes are here to stay and are resolved to making the most of these opportunities by rolling out ambitious media strategies and transformation plans, supported by massive investments. 01 The Prolonged PandemicThe P
41、rolonged Pandemic MEGATREND Media / In the Cinema and in the Home Entertainment is increasingly hybrid. Studios like Disney are releasing films in theatres and online at the same time. For example, Cruella was released both in cinemas and online in May 2021, generating a global box office of just un
42、der $250m,1with streaming revenues, from an additional fee for Disney+ subscribers, reaching a bit under $50m.2 While these numbers may seem big, they are much lower than would have been expected from a high- profile theatrical release before the pandemic. Cinema chain Cineworld has reported a 70% f
43、all in its US admissions,3and while a combined model offers flexibility for film fans, it changes the economics for the industry. Netflix is experimenting with physical entertainment. It has created live action experiences for two hit shows, Bridgerton4and Money Heist,5for which fans can buy tickets
44、. 1.1 Omnichannel EverythingOmnichannel Everything MEGATREND #1 Consumers have become accustomed to the flexibility offered by omnichannel retail - the ability to research and buy both online and in-store, and combinations of the two. We now see many other areas of life becoming omnichannel, develop
45、ing hybrid models that mix digital and in-person participation. Health is becoming hybrid, with new technologies allowing virtual consultations, and even apps that let people report their own health regularly, like the Covid Symptom Tracker.10Again, this has been happening for a few years, but the p
46、andemic rapidly accelerated adoption. We expect this trend to expand to many other areas of life. As experiences blend online and offline, brands will want to either partner with or buy companies that will help them to control as much of the experience as possible. New companies will emerge that mak
47、e it easier to manage and fulfil omnichannel experiences. What Brands Can Do Act as trusted guides during times of uncertainty and change. Adapt to new patterns of living, taking new footfall patterns and media usage as cues for omnichannel media planning. Explore new audiences who may enter the mar
48、ket as a result of the new models for example, those living in different countries who can now become customers under hybrid models. INDUSTRY OUTLOOK: HEALTH To learn more about how brands can create meaningful change through health innovation in the next years, download the report Health 2030 on .
49、Events and festivals are also becoming hybrid. This years Edinburgh Fringe Festival featured about 1,000 shows, of which about 600 were live in venues around the city, 100 were available to stream live at specific times, and 300 were available to stream on-demand.6The flexibility allowed audiences t
50、o take part anywhere around the world, and also allowed performers to submit their shows to be part of the platform remotely. No figures have been made public, but inevitably the box office takings will be down; the festival normally has more than 3,000 shows.7 Flexibility First IKEA took advantage