Key trends which will drive advertising industry in 2022: Quantcast study

Quantcast, a global advertising technology company, has today released its Asia Pacific 2022 state-of-play report, exploring where the future of digital advertising is headed, what challenges and opportunities lie ahead for advertisers and publishers, where advertisers are planning investments in the new year, and what skills gaps need to be filled.

The survey found the demise of third-party cookies will be a key theme in 2022 for marketers, media agencies, and publishers, along with a renewed focus on implementing a multi-channel campaign approach and navigate evolving issues around consent and accessing first-party data.

APAC marketers and agencies said changing consumers, marketing ROI, and measurement were their biggest challenges in the new year, with industry professionals across the board planning to upskill their talent in audience insights, artificial intelligence (AI), and machine learning (ML) technology.

Connected TV (CTV), social, and programmatic video will dominate spending in rising media budgets in the APAC region, while investment in more traditional channels like print and out-of-home (OOH) is set to decline. In addition, seven in 10 survey respondents said advertising on the open internet is very important to them.

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“Ad spend is on the rise and is slated to reach $243.6 billion in the APAC region alone in 2022. We’re anticipating a lot of this budget to be invested in connected TV, programmatic video, and social media in 2022 and beyond.”

Double added: “The industry needs to develop their workforces, get the right expertise on board to increase brand-building activity and ensure they can deliver on campaign performance. Many are looking to partner with the right ad tech company to help fill knowledge gaps and improve measurement and insights.”

The state-of-play report was based on an online survey of nearly 600 advertising and marketing professionals from across Australia, New Zealand, and Asia.


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