2022 media outlook: A re-modeling of the commercial internet, and a rebalancing of spend

The future for the media industry contains many uncertainties. We shine a spotlight on the risks and opportunities, in what will be a critical year for most.

In many parts of the world, restrictions have loosened; the early stages of economic recovery have begun; and in media, where we have witnessed some rebalancing of investment across channels, growth is forecast.

Our Media Trends and Predictions 2022 report gives a definitive view of coming industry trends. Focused on five key themes, we’ve identified both risks and opportunities for 2022 in full expectation that it will be a critical year for most.

1. Video streaming: a complex and ever-evolving market

From audience attitudes to commercial models, changes on multiple fronts show there’s still plenty to surprise in media’s most dynamic market.

2. Re-modelling the commercial internet: how will successful brands and media owners navigate through such radical change?

Tracking cookies underpin the free internet model, so what happens once they’re gone? These are the trends and upcoming solutions that signal a major overhaul of online marketing.

3. A different approach to data

From commerce to cookies, the world is changing – and so too are advertisers’ attitudes towards data.

4. Performance media and marketing: an expanding playground for brands

The pandemic saw many brands turn to performance-based strategies to survive, but after stunning growth comes a host of challenges – in worlds both real and invented.

5. Life in a pandemic – and what it means now for brands and media

Now that we have a clearer picture of how the pandemic is shaping society, attitudes and behaviours, we must use what we know to plan for new challenges...

The report, available to download here, aims to offer a clear view of the media world to help guide our clients through a period of recovery and innovation. It explores findings that can help build richer connections with audiences to drive business growth through 2022 and beyond.

This resource was originally posted on Kantar.com. In 2023, Kantar launched Vivvix, unifying the Advertising Intelligence businesses of Kantar and Numerator. Learn about the launch here.