The last of a series of meetings organized by the Internet Media Observatory, promoted by the School of Management of the Politecnico di Milano, was held on 15 June, during which the 2021 market data and the first estimates of market of 2022 on the state of the art of Internet Media. Following a research conducted on a panel of over 300 companies, the approaches and critical issues that have characterized the digital world in the past year have emerged.
Internet Media: the new habits of companies
Let's see in detail the behaviors relating to digital advertising that companies have developed during 2021:
-Content strategy: creativity no longer represents an obstacle for graphic and creative teams as it is developed in a neutral way and then, only subsequently, declined for all media involved in communication campaigns.
-Media strategy: companies in most cases aim for more targeted retargeting, followed by the use of incremental reach, frequency optimization and, finally, the use of specific formats distinct by channel. Not only that, in achieving their business objectives, companies follow two approaches in parallel: the first involves the use of multiple channels to achieve the same goal and the second involves the use of multiple channels to achieve different objectives along the funnel. . The media that work in the lower funnel, specifically in an intention phase (add to cart or product demo) and conversion, are search, direct email and sms. The media that work across the funnel are many more, we can mention among the many, radio and social media.
-Cross Channel Criticism: the difficulty in measuring the results / returns of the initiatives is still very marked, accompanied by the difficulty of recognizing the target through the different channels. Not only that, we also encounter critical issues from the design point of view, in fact, companies find themselves in crisis in having to review the internal cross-channel planning processes. It emerges that 63% of companies use a system capable of isolating the contribution of each medium for the specific marketing campaign and 2 out of 3 use a marketing mix model / econometric models
Internet Media: the importance of DOOH
The Digital Out of Home in 2021 grew by + 10% compared to the year 2020, establishing itself together with Connected TV as one of the trinity media in the media mix. OOH becomes increasingly important for targeting Light TV Viewers, that is, those present in the younger and more active population that are difficult to reach by exclusively TV campaigns. Its potential does not stop there, it is, in fact, an excellent opportunity to close the brand gap and ensure contextuality between the private / public screen. The co-opetition of OOH with all the other channels of the media mix is fundamental, since, in a cross-channel planning, it improves the opinion of consumers towards advertising.
Internet Media: the importance of TV 2.0
The TV media in 2021 grew by + 14% compared to the year 2020 and in 2022 it is estimated to reach 3.61 billion euros (compared to the estimated 4.60 billion euros for Internet Media). In 2021, the TV 2.0 market grew by + 117% compared to 2020 and is expected to grow by + 67% in 2022. The trends that characterize TV 2.0 are:
-Constant growth linked to sporting events broadcast by OTT (Over the TOP),
-Increase in the use of web services from TVs connected to the Internet,
- Growth of the addressable component of issuers,
In conclusion, there is still confusion on the part of advertisers about the potential and planning logic of Connected TV accompanied by a general difficulty related to measurement metrics.
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