[Marketing Week] Bob Koigi: The changing content consumption trends

[Marketing Week] Bob Koigi: The changing content consumption trends

16-06-2022 13:00:00 | Hits: 190 | columnist: Bob Koigi | Tags:

Content consumers are now paying more attention to advertisements when they are engaged in the content the ad is placed within in what is shaping the future of content consumption.

However, ‘ad clutter’ weakens attention of the readers. According to a recent research by Havas Media Group and Teads, articles generated nearly 600% more attention than subcategory pages and 160% more than homepages. Ads placed in the center of the screen on mobile received 25% more attention than ads on the side of the screen.

Dubbed Project Trinity, the study is a clear marker that the quality of attention an ad receives is as much of a driver of advertising outcomes as the raw volume. The user engagement with the content is clearly impacting the attention level on the ad and therefore creating value for our ecosystem.

In advertising, Globally, media owners’ advertising revenues will grow by over 9.2% this year to nearly $828 billion, that is 32% above the pre-COVID level of 2019 according to MAGNA’s “Global Ad Forecast”

MAGNA was always expecting the global advertising market to slow down significantly in 2022 following the unprecedented levels of growth observed in 2021 caused by a once-in-a-lifetime “planetary alignment” of factors: the V-shaped economic recovery and the marketing consequences of post-COVID lifestyles. Still, in its December 2021 update, MAGNA was expecting +12% for global, all-media advertising revenues in 2022.

Approximately 17% of all ads delivered through connected TV (CTV) devices like dongles or gaming consoles are playing while televisions are off, costing marketers $1 billion per year in wasted ad spend, according to a report from GroupM and iSpot.
GroupM and iSpot said they found “virtually no incidence” of the issue when users were streaming from native smart TV apps.

At the same time, International management consulting firm Arthur D. Little (ADL) has published its 2022 flagship report on the global media market. The report shows that Connected TV advertising is now the fastest growing video ad platform.

In appointments, WPP has announced that  Michael Houston, Global CEO of Grey, has been appointed as President of WPP’s business in the United States.
In this new role, which aligns with WPP’s country leadership structure in other major markets, Michael will represent the company in its largest market worldwide. WPP employs approximately 20,000 people in the US, where it has annual revenues of around $6 billion.

And Global digital agency DEPT has announced Pooja Dindigal has joined as its first Global Impact Manager to support sustainability, impact and DE&I initiatives.

As part of DEPT’s mission as a Certified B Corporation, the agency is focused on having a positive impact on clients, employees and society as a whole. Dindigal will work with DEPT’s B Corp team, made up of volunteers from across the organisation, to continually refine its impact strategy.

Elsewhere, The Global Artificial Intelligence in Marketing Market is estimated to be $9.8 billion in 2022 and is projected to reach $23.14 billion by 2027, growing at a compound annual growth rate, CAGR, of 18.75% according to a report by Research and Markets.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu


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