1、Out of the pandemic,Addressable TV emerged as the fastest growth channel as addressable TV homes grew from 10 million to 22 million HHs.The growth was primarily because of 3 factors:90%TVs sold were smart TVs.Increased in broadband connections Content explosion on OTT and increased daily usage and M

2、AUs FIFA viewership touching 11-12Mn on CTV was an eye opener on adoption of CTV viewership.We saw the emergence of FAST channels-Samsung Ads and The Q.Addressable TV offered clients the opportunity to complement Linear TV plans with reducing spill over,incremental reach&reaching niche audiences.It

3、was also effectively used for store launches and other hyperlocal targeting like point of interest and audience data from ACR devices and geo data partners.At groupM we launched our geo-grid data platform FCAP,to target CTV ads on specific geo-keys fused with census,bureau,geo-spatial and point of i

4、nterest data.We have over 70 clients using.Addressable TV consumption has proliferated the TV landscape at scale specially in NCCS A and AB;we now have Chord Switchers,Chord Shavers and Chord Nevers as the new audience cohorts on TV.ADDRESSABLE TVBECOMING MAINSTREAMHOW IT PANNED OUT IN 2022Out of th

5、e pandemic,Addressable TV emerged as the fastest growth channel as addressable TV homes grew from 10 million to 22 million HHs.The growth was primarily because of 3 factors:90%TVs sold were smart TVs.Increased in broadband connections Content explosion on OTT and increased daily usage and MAUs FIFA

6、viewership touching 11-12Mn on CTV was an eye opener on adoption of CTV viewership.We saw the emergence of FAST channels-Samsung Ads and The Q.Addressable TV offered clients the opportunity to complement Linear TV plans with reducing spill over,incremental reach&reaching niche audiences.It was also

7、effectively used for store launches and other hyperlocal targeting like point of interest and audience data from ACR devices and geo data partners.At groupM we launched our geo-grid data platform FCAP,to target CTV ads on specific geo-keys fused with census,bureau,geo-spatial and point of interest d

8、ata.We have over 70 clients using.Addressable TV consumption has proliferated the TV landscape at scale specially in NCCS A and AB;we now have Chord Switchers,Chord Shavers and Chord Nevers as the new audience cohorts on TV.WILL THIS CONTINUE TO BE IMPORTANT FOR 2023?HOW WILL IT EVOLVE?In 2023 we ex

9、pect connected TV households will increase from 22 million to 30 million households.This accelerates the need of integrating Connected TV planning with Linear TV.Emergence of household ID;unifying devices connected to a single network will be interesting data for marketers from an omni channel point

10、 of view.Projects are underway to make linear television addressable.This will deliver use cases as broadcasters,distributors and tech platforms will come together.A lot of FAST channels beyond the dominant players will emerge as OEMs will source for more content on their native OS.This can lead to

11、further chord shaving or chord cutting.As Addressable TV HHs will have more choices to watch LIVE TV channels over the top.ACR Data will increase targeting capabilities and measurement.Addressable TV ad creatives will be more hyper-localized&personalized and create higher ad engagement with relevanc

12、e.Retail Media Advertising on CTV will become a highly effective channel for brands.IPL media rights set the ball rolling for multiple marquee rights acquisition ICC Media Rights,which were monetized later in 2022,went for USD 3 Billion(Rs.24,000 Cr.)till 2027.The inaugural edition of Womens IPL bag

13、ged a whopping Rs.951 Cr.for 2023-27 season and BCCI Media Rights is round the corner in 2023.Further,IPL traditionally has been an indicator for the media weather and the readings where indicate that digital media is one to keep an eye on with BCCI media rights.BOOM-TIMEFOR SPORTS BUSINESSHOW IT PA

14、NNED OUT IN 2022Government of India in the recent Union Budget for Sports has increased the budget by 34%(from 2462.59 to 3397 crores).This is very encouraging for the sports business and many new initiatives will take place in the ecosystem of sports.Sports federations will invest at a grass root l

15、evel,develop talent and premier leagues.Talent wellbeing and training will get elevated with global standards.We see team owners increasing their footprint overseas to build their fan base,scout talent and build valuation for their team.Sports today is the only genre promising appointment viewing;he

16、nce we are seeing increased investing from TV and streaming platform to acquire sustained audience on the back of live sports.Lastly,first party data is becoming more important from the point of fan engagement hence we will see more thrust on acquisition and leverage of First Party Data from the sta

17、keholders.WILL THISCONTINUE TOBE IMPORTANTFOR 2023?HOW WILL ITEVOLVE?ADVANCEDINTELLIGENCETO COUNTER DIGITALFRAGMENTATIONHOW ITPANNED OUT IN 2022In 2022,we predicted the rise of Advance Intelligence to counter digital fragmentation as it was humanly impossible to process and act upon data points that

18、 were hitting marketing systems and use of AI/ML was critical.2022 saw marketers adapt their strategies towards automation to drive efficiency&efficacy.Artificial Intelligence amplified media capabilities to bring a solve for the biggest challenge for marketers in digital Fragmentation.We saw positi

19、ve advertising results ranging from 5%to+30%across clients.GroupMs proprietary technology CoPilot was the secret behind winning on Display&Video for over 130 clients.We also saw usage in areas of creative,leading to hyper personalization and hyper localization use cases.WILL THIS CONTINUE TO BE IMPO

20、RTANT FOR 2023?HOW WILL IT EVOLVE?In 2023,the companies providing AI/ML services will compete with Ad Platforms in-built AI functions.However,in the long run,both will need to co-exist as not one stack has all the data and computing logic required.Addressable Advertising will be a focus area for mar

21、keters to win.With sunsetting of third-party cookies and privacy laws in India,AI will spearhead the data-driven marketing campaigns centralized around collection,activation&modelling of FPD while also automating previously manual marketing processes around creative analytics,cross media attribution

22、 models and data driven insight dashboardsFurthermore,Cognitive Intelligence and Conversational AI will be an increasing trend across industry as AI capabilities evolve and marketers demand for end-to-end automation grows.The acquisition,enrichment and deployment of First Party data emerged as prior

23、ity for marketers across categories in 2022Google launched“PAIR”in Q4 of 2022,enabling advertisers to pair their data with publishers in a Data Clean Room environment.“Not Only”PII solutions like WPP Geograph were introduced,which leverages a multitude of aggregated hyperlocal data points to enable

24、sharp segmentation&targeting at a Pin code levelPRIVACY-FIRSTLEVERAGING OF DATATO BUILD STRONGERCONSUMER CONNECTIONSHOW ITPANNED OUT IN 2022WILL THISCONTINUE TOBE IMPORTANTFOR 2023?HOW WILL ITEVOLVE?With the new Personal Data protection Bill introduced in Q4 of 2022,the need for Privacy-first levera

25、ging of data is even more important.Data governance is key.Acquisition of data needs to be done in a far more judicious manner.The individual will obtain far more control on their own data,with increasing power to access,edit or delete it.A well-defined Value exchange therefore becomes critical,with

26、 consumers having clarity of what they are giving for what benefit.Companies will sharply scrutinize potential data partners,to ensure their data is fully compliant.This will also result in a rise in Data Co-ops between companies,with technologies like decentralized Data Clean Rooms and blockchain g

27、etting deployed to ensure compliance.As companies get increased volumes of rich first party data,they will look to become publishers.This will fuel more opportunities for responsible Data Co-opsCOMMERCE BECOMESALL-PERVASIVE,POWERED BY PERSUASIONHOW IT PANNED OUTIN 20222022 saw the emergence of Influ

28、encer Marketing as a driver for commerce and growth for brands across both start-ups as well as established brands.Multiple DTC brands have grown from start to multi-crore brands on the back of just influencer marketing.Similarly many large legacy brands,specially in beauty and fashion categories,ha

29、ve adopted an always-on influencer marketing strategy to drive both consumer consideration as well as customers to their DTC sites or marketplaces.Community led buying is being explored by brands but its still a nascent phenomenon.WILL THIS CONTINUE TO BE IMPORTANT FOR 2023?HOW WILL IT EVOLVE?We see

30、 the following trends in influencer ecosystem.Influencer marketing will move from a test-and-learn model to becoming an integral part of the marketing mix of large consumer brands.We are seeing this trend reflected in the alignment of consumer companies with influencer marketing AORs Clients are exp

31、ecting scientific planning as well as higher accountability and agencies like GroupM have led the investments into planning tools like Inca that bring science and accountability in campaign planning as well as influencer selection.Inca is also collaborating with marketing science researchers to buil

32、d a measurement model for campaign effectiveness.The influencer content will be guided by the new guidelines from Ministry of Corporate Affairs for influencers&celebrities which will also build transparency&credibility in the use of influencer marketing by brands.Creators and influencers are moving

33、from endorsing other brands to launching their own labels or brands,leveraging their connect with their followers.We see influencer marketing industry leading to the growth of creators across different subjects like fashion,beauty,personal finance,current affairs,food,arts,entertainment,music and da

34、nce,emerging from across the country.Creators from smaller towns are building large audiences and brands are recognising their impact in connecting with the consumer in Tier 2 and 3 markets The creator spends by brands is expected to cross 1500 crores in 2023THE NEXT GENERATIONOF DIGITAL EXPERIENCEW

35、ILL BE DRIVENBY DECENTRALIZATIONIn 2022 a lot of brands rode on the metaverse&NFT bandwagon and any created unique experiences in phygital spaces.Our clients got involved-from launching new cars to connecting people over food in the virtual world.At Groupm,we created our own metaverse to aid in our

36、recruitment process.The scale of internet adoption in 2003 is similar to the adoption for Metaverse in 2022For people to be authentic in the virtual world,Avatars emerged strongly in 2022.NFT awareness&deployment is gathering pace,but slower than elsewhere in the world.In 2022,India ranked 3rd in th

37、e number of NFT Firms.2023Web 3.0 will continue to advance and become more widely adopted,leading to new applications and use cases such as decentralized finance,digital collectibles,and virtual reality marketplaces.However,the development and success of the web3 and metaverse ecosystem will also de

38、pend on overcoming challenges such as scalability,user experience,and regulatory hurdles.5G technology will enable faster,low latency and more reliable data transmission that can facilitate the growth and widespread adoption of Metaverse technology.The“novelty”value of NFTs and Metaverse is fading,a

39、nd their true value is emerging as a means toward ownership and collaboration.2023 will be all about Meaningful Experiences.Need to focus on creating value exchange for the customers and brands to make it effective.INCREASED IMPACT OFCONSUMER SENSITIVITYAND SUSTAINABILITYON BRAND MARKETINGHOW IT PAN

40、NED OUT IN 2022Sustainability and Inclusion did scale up significantly in 2022.This was seen across multiple dimensions.Shifts in consumer preference-examples include:Surge in EV sales in 2022,with a YOY growth of 210%translating to over 1 million units sold Significant rise in consumption of organi

41、c products In the feminine hygiene category washable pads grew at 20%,which is almost 3X of the overall category Significant corporate and brand actions across categories-examples include Launch of organic variants-Amul launching Organic Atta McDonalds creating unique packaging for differently abled

42、 consumers Companies offering insurance coverage to include same-sex and live-in partners,including gender reaffirmation surgery,redefined maternity/paternity leaves for same-sex couples Companies set up inclusive infrastructure like gender-neutral washrooms.WILL THIS CONTINUE TO BE IMPORTANT FOR 20

43、23?HOW WILL IT EVOLVE?This will continue to grow at an accelerated pace in 2023.It will become far more mainstream across brands&categoriesThe number of electric vehicles(EVs)on Indian roads in 2023 is expected to nearly double to 2.2 million.This exponential growth is expected to sustain through ne

44、ar future,with a 68%CAGR predicted till 2027The move to organic will gain momentum.This is slated to grow at a CAGR of 22%till 2028Green packaging will also grow significantly.Increasing consumer awareness around sustainability and preference towards eco-friendly solutions are expected to drive a CA

45、GR of 27.5%through to 2029 The focus on DEI will further accelerate in 2023.Diversity will expand to include Age and Capabilities in addition to Gender and Sexuality.Inclusion will be critical in communications,be it internal or to consumers.And the power of data and analytics will be leveraged acro

46、ss companies to detect systemic patterns of bias.NEW TRENDS FOR2023With the acceleration of digital media and shifting experiences of consumers,its important to understand the impact of attentiveness of the consumer as he engages with media/media assets.We have enhanced our understanding on exactly

47、how many impressions for a single medium or multimedia lead to cross-channel optimisation.What we havent been able to capture is the viewability impact of each impression on intent&purchase.The way forward is an“attention response curve”,which allows for new planning and pricing discussions.New meas

48、ures like quality cost per thousand qCPM are beginning to be explored and traded.We need to ensure q is measured in a way that represents real quality.MOVING TOWARDS ATTENTION PLANNING CONTENT BREAKS BOUNDARIES AND CREATESNEW OPPORTUNITIESOTT platforms themselves are becoming popular enough to be li

49、censed into products and promotions.From a marketing and promotion standpoint,brands are looking at leveraging platform like Netflix and Prime Video across their portfolio to create campaigns using multiple shows,movie library and even popular music from some shows.Today we see audience embracing co

50、ntent from multiple geographies and language.A Kashmiri from Srinagar is watching and appreciating Malayalam or Telugu content.We all have seen the audience pan-India celebrate RRR,Pushpa or KGF.We have content in abundance to suite consumption patterns for eclectic/niche audiences as well as the ma

51、sses.Likes of Post Malone(Feeding India),Russ(India Tour),Imagine Dragons&Jackson Wang(Lollapalooza)have come to India in the last 12 months;and on the other end weve Diljit Dosanjh performing at Coachella 2023 as part of the festivals expanded global line up.We will more of this in 2023.The myth th

52、ats getting broken is the belief that typically Indians dont pay for content&experiences.As mentioned above,we see that Indians actually do pay and they are willing to pay premium for some curated experiences.From an advertiser POV,these are highly engaged,high-spending audiences,making these events

53、 a perfect platform to capitalize on.RISE INRETAIL MEDIARetail media in India is expected to double by 2027.With demand for accountability on every single rupee of ad-spend,retail media offers an end-to-end solution from discovery to shopping,with the ability to connect data between consumer,the onl

54、ine marketplace and brands.For publishers,monetization via retail media amplification with the fusion of data and power of programmatic will be growing demand channel.In India,the rise of ad spends on digital retail media will depend on how the retail media networks are able to demonstrate the value

55、 by complementing search efforts and not competing with them.Usage of effective hyper-localized and personalized creative at each stage of the funnel of retail media will be critical in realizing the full potential.While retail media will be used primarily for CPG,it will also be leveraged by non-en

56、demic clients to find audiences with relevant category usage.Challenges will continue to exist on measurability beyond end level attribution.At GroupM,we have launched our retail media product named Discovery Commerce.It connects all dots from marketplace insights,media,creative,programmatic to purc

57、hase in one funnel.Visual Search delivers instant relevance to a consumer search.It allows users to get exactly what they want rather than a lookalike.Visual search also allows for conversion of interest in one specific product(e.g.apparel)to the entire collection expanding the shopping cart It lead

58、s to a huge edge on SEO and how we enhance our marketing ROI.While tagging for search typically needed real people to tag individual products,with Visual search the images are SEO ready and increase the chances of discoverability More importantly,marketers can tap into consumers state of What I didn

59、t know I want and increase the ARPUVISUAL SEARCH GOES MAINSTREAMNEW DIMENSIONS OF OMNICHANNELThe dramatic shifts in consumer behaviour during the pandemic saw most agile brands shift to multichannel retail,with ecommerce getting a huge surge.Post the Pandemic,we are seeing further shifts in consumer

60、 behaviour.While ecommerce continues to grow,the rate of growth is slowing down.We are witnessing re-emergence of physical trade,with high street rentals moving up and consumers opting for the joy of physical shopping,touch&feel,etc.We see a rise in“Experience centers”across both traditional and new

61、 age brands.The emergence of Metaverse and the growth in AR/VR will power new shopping experiences for consumers.Brands will go beyond multichannel to deliver a true omnichannel experience.The first step is to recognize consumers across Physical&Online environments and then give them a seamless,cons

62、istent and rewarding brand experience at every touchpoint.DEMOCRATIZATION OF COMMERCE WITH ONDCONDC is promising to be the new jewel from the India Stack.What UPI did to payments,ONDC is expected to do to Commerce.The momentum gained in 2022 will lead to larger participation from brands and marketpl

63、aces to be enabled on the ONDC network.Currently over 22,000+sellers are on this open network.With transparency and level playing field for all partners at the core,ONDC will help businesses have more choices,larger demand spectrum and avoidance of search bias.To build trust in an unbundled and demo

64、cratic environment,setting up key elements such as Issue and Grievance Resolution,Scoring and Badging,Reconciliation and Settlement,Cataloguing Services will become important.In 2023,we will see emergence of hyperlocal marketplaces.Your nearest Kirana shop can possibly be enabled on the ONDC protoco

65、ls.Birth of ecommerce services companies will increase as Indias share of GMV online increases across categories.We see exciting times ahead with screen-to-door commerce enabled by ONDC.SPORTING NATIONIN THE MAKINGWe see a strong move towards localisation of sports,encouraging local/regional players

66、 and providing opportunities for the nation to become a playing nation rather than just a“watching”one.While top dollars are being committed at the top of the funnel with IPL and ICC Media Rights,we see apps/platforms democratising sports broadcast space at an amateur level by providing streaming pl

67、atforms to local sports tournaments and amateur games.Its essentially developing smaller cohorts of sports enthusiasts who play,watch,support and enjoy their friends and family performing on-field at local,community events.With more Indians becoming fitness conscious and participating in active spor

68、ts,we see this medium developing further,creating and catering to a niche audience and corresponding set of advertisersInclusivity becoming mainstreamIndian sports ecosystem went through a metamorphosis in 2008 with the advent of IPL.Cut to 2022,IPL hit an unprecedented high with media rights crossi

69、ng 100 Cr.per match!While thats been the headline for the sporting industry,diversity,equality and inclusion has been slowly making its presence felt in the Indian sports arena.We saw early signs of it with Womens Kabaddi Challenge as a part of Pro-Kabaddi OR Womens T20 Challenge towards the fag end

70、 of regular IPL season.Come Mar 2023,India is ready to host a full-fledged Womens Premier League with 5 franchises(sold at a whopping total 4670 Cr.)and matches broadcast on Viacom18 network.We expect more of these in days to come.Docuseries leading to more immersive sportsGenZ is greatly interested

71、 knowing the“inside scoop”when it comes to the sports world and that explains the plethora of sports docuseries making its way into our television sets.We expect this to go a notch up with the shift in content happening from the production house perspective to the athlete themselves reliving the mom

72、ent to their own fans on their preferred platforms.From an advertisers lens,as LIVE sports keeps getting more expensive,docuseries and ancillary content in sports becomes a great asset to leverage and engage with passionate fans in a different context.SummarisingEvolving TrendsAddressable TV becomin

73、g mainstreamBoom-time for sports businessAdvanced intelligence to counter digital fragmentationPrivacy-first leveraging of data to build stronger consumer connections Commerce becomes all-pervasive,powered by persuasionThe next generation of digital experience will be driven by decentralizationIncre

74、ased impact of consumer sensitivity and Sustainability on brand marketingTrends in 2023Moving towards attention planningContent breaks boundaries and creates new opportunitiesRise in retail media Visual search goes mainstreamNew dimensions of omnichannelDemocratization of commerce with ONDCSporting

75、nation in the makingDisclaimers:All rights reserved.This publication is protected by copyright.No part of it may be reproduced,stored in a retrieval system,or transmitted in any form,or by any means,electronic,mechanical,photocopying or otherwise,without written permission from the copyright owners.

76、Every effort has been made to ensure the accuracy of the contents,but the publishers and copyright owners cannot accept liability in respect of errors or omissions.Readers will appreciate that the data are as up-to-date only to the extent that their availability,compilation and printed schedules will allow and are subject to changeContact-Marketing.IndiaGroupM.com