The hybrid lifestyle drives digital media shifts | WARC | The Feed

The hybrid lifestyle drives digital media shifts

A move from remote working to hybrid lifestyles is expected to result in some shifts in digital advertising spending in 2022, with a new report highlighting mobile video and connected TV (CTV) growth, social media transparency and trust issues, and the emergence of digital audio.

That’s according to the 2022 Industry Pulse Report, from digital media quality company Integral Ad Science (IAS), based on a survey of more than 200 digital advertising professionals.

Key insights 

Some useful statistics from the report include:

• 86% see mobile video streaming as a key opportunity in the year ahead (although 77% also see a growing threat here from ad fraud).
• 82% agree that the shift away from linear TV towards digital video alternatives will accelerate; 46% say CTV and digital video hold the most potential for innovation in 2022.
• While social ad spend continues to rise, 79% say ad fraud is a top concern for their campaigns; 60% also cite eroding consumer trust as a key factor in adjusting spending for 2022. 
• More than half (56%) are likely to adjust social media ad spend due to insufficient media quality metrics in 2022. 
• 75% expect ad investments to expand in 2022 to match consumer adoption of audio streaming. 

One to watch

“Digital audio [has] established itself as a medium to watch in the next twelve months as ad models standardize” – Tony Marlow, CMO at IAS.

Sourced from IAS