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Reuters Institute global trends to know for 2022
Oxford University’s Reuters Institute for the Study of Journalism kicks off each year with a deep dive into the trends set to change media; here are the trends that matter to advertising.
Exiting the storm
The pandemic, which is now stretching out into its third year (if we take 2019 as the start), has been a busy time for news organisations. From the desperation of spring 2020 through the doomscrolling around the US presidential election that winter, year one was a busy time for news. 2021, meanwhile, was a more complicated, mixed bag of anxiety around new restrictions and fatigue. Breaking news was breaking us.
2022, then, looks set for more nuance. Our collective relationship with news as a global audience has, over the course of the crisis, threatened to spill out of control. This fits with a deeper trend toward direct payment for quality information and away from notification-driven breaking news addictions designed to maximise display advertising revenues. The Reuters’ Institute forecasts a continuation of the quality over quantity trend.
Its study is based on a wide-ranging survey of 246 news leaders in 52 countries.
The business view
Revenues up, page views static. A majority (59%) of respondents to the Institute’s global survey of media leaders report revenue increases, while 54% also report static or dipping page views. Despite this, digital ads appear to be working well – notice, also, the growth of closed-loop digital commerce entering the advertising world, offering an enhanced affiliate revenue stream.
Subscriptions are the name of the game. 79% of leaders say this is a key revenue priority ahead of advertising.
How they’re setting up
Podcasts and newsletters support subs. 80% of publishers say they will be growing their investments in podcasts and 70% will do the same for email newsletters, formats understood to grow both loyalty and new subscribers.
Innovation over new product launches. Two thirds (67%) expect to spend the year iterating on and improving existing products; just 32% are planning on launching new products or brands. Though a lack of technical staff (or the money to pay them) appears to be the reason for this.
The wider view
Social media influence is changing. Publishers plan to spend less time thinking about Facebook and Twitter while investing more effort into Instagram (+54pts), TikTok (+44), and YouTube (+43).
The effects of tech regulation. Sometimes vague threats can spur action. Just under a third (29%) of news organisation leaders expect to see significant revenue from tech platforms for content licensing.
2022 is expected to be a year of consolidation, with deals like the New York Times’ half-billion dollar acquisition of specialist sports organ The Athletic typical of the need to build logged-in subscription scale and profound value. As very few products are totally subscription-sufficient, this will likely lead to higher quality, privacy compliant spaces in which to advertise.
Sourced from Reuters Institute for the Study of Journalism
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。