Digital marketing is constantly evolving as new technologies, consumer behaviors and industry regulations shape the landscape. The Interactive Advertising Bureau (IAB) is a leading trade association that represents the interests of the digital advertising ecosystem and provides research, insights and best practices to help marketers, publishers and tech providers navigate the challenges and opportunities ahead.
In this article, we will highlight some of the new techs and trends that the IAB has identified as key drivers of digital marketing in 2022 and beyond.
Consumer-Centric Evolution:
One of the main themes that emerged from the IAB’s Outlook 2022 report, is the need for a consumer-centric evolution in digital advertising. The report, based on interviews with nearly 20 industry leaders, warns that consumers are becoming less tolerant of and more expectant of digital advertising, which is impacting the composition and size of audiences of ad-supported media and entertainment brands. To address this challenge, the report suggests that marketers and publishers should develop new ad formats, resources and partnerships that deliver value, relevance and choice to consumers, while respecting their privacy and preferences. For example, some of the emerging ad formats that the IAB has explored include shoppable ads, interactive ads, audio ads, augmented reality (AR) ads and virtual reality (VR) ads. The report also emphasizes the importance of creating a seamless and consistent consumer experience across different devices, platforms and channels, as well as leveraging data and analytics to measure and optimize ad performance.
Regulatory Reforms:
Another major trend that the IAB’s Outlook 2022 report highlights is the increasing attention from the federal government and the industry itself on regulatory reforms in privacy policies and additional actions by walled gardens. The report notes that these reforms will have significant implications for the digital advertising ecosystem, especially for data collection, sharing and usage. The report urges the industry to proactively engage with policymakers and regulators to advocate for a balanced and harmonized approach to privacy legislation that protects consumers’ rights while enabling innovation and growth in digital advertising. The report also calls for more collaboration and transparency among industry stakeholders to develop common standards and solutions for identity resolution, consent management, data portability and interoperability.
Post-COVID Recovery:
A third trend that the IAB’s 2022 Global Digital Advertising Trends Report explores is the post-COVID recovery of the digital advertising market. The report, based on proprietary analysis and extensive industry research, projects that global digital ad spending will grow by 14% in 2022, reaching $419 billion. The report attributes this growth to several factors, such as:
- The rebound of travel, hospitality, entertainment and other sectors that were severely affected by the pandemic
- The shift of consumer behavior to online shopping, streaming, gaming and social media
- The adoption of new monetization opportunities by publishers, such as subscription models, e-commerce integrations and in-app bidding
- The emergence of new advertising channels, such as connected TV (CTV), podcasts, gaming and social commerce
- The advancement of new technologies, such as artificial intelligence (AI), machine learning (ML), blockchain and 5G
Digital marketing is a dynamic and exciting field that offers many opportunities for innovation and growth. However, it also faces many challenges and uncertainties that require constant adaptation and collaboration. The IAB’s reports provide valuable guidance and insights for marketers, publishers and tech providers who want to stay ahead of the curve and succeed in 2022 and beyond.
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