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1、1&MEDIAMEDIA2023202332FOREWORDEDITORS NOTEOur world is rapidly changing.The pandemic dramatically reshaped our lives,and in its wake comes geopolitical instability,global price rises,and increasingly extreme weather.Yet we also sense positive change a chance for a safer,greener and more stable world

2、 powered by new technologies,data and further connectivity.Now,as businesses adapt to this new reality,seeking to reach,engage and retain audiences through media investments,its crucial they truly understand people:the way they think and feel,and how they behave and adapt.Guided by Kantars unique da

3、ta and insights,our Media Trends and Predictions 2023 report brings to life the opportunities and challenges facing media owners,advertisers and agencies around the world.This year we focus on five key themes:The future of viewing The impact of inflation The evolution of data use Developments in med

4、ia technologies The road to net zeroUnder each,our experts identify the key trends from the year gone by,and offer evidence-guided predictions for 2023.Binding everything together,each theme closes with a thought-leadership article.As the worlds leading marketing data and analytics company,Kantars r

5、ole is clear:were here to support clients by delivering insight at one of the most complex,turbulent and pivotal points in recent history.And so Im extremely proud to introduce our Media Trends and Predictions 2023 a diverse and fascinating view of the global media landscape,and a demonstration of h

6、ow Kantar is investing in new technologies and products to help businesses achieve meaningful growth.Above all,however,we hope it provides readers with a tangible sense of optimism and clarity as they develop business strategies for a brave new world.Chris Jansen Chief Executive KantarEach section a

7、lso provides useful signposts to the various ways in which Kantar can help support businesses,and we welcome any questions you may have.Kantars enduring mission is to understand people and stimulate growth,and through this report we hope to advance that goal by providing a birds-eye view of an evolv

8、ing and opportunity-rich media landscape.Yet more than anything,we hope the reports grounding in data inspires readers to embrace the future with a little more certainty during such uncertain times.John McCarthy Strategic Content Director,Media DivisionKantarjohn.mccarthyK54WHATS NEXT IN 2023?SPLINT

9、ERED VISIONS:THE FUTURE OF VIEWINGWhether broadcast or native video-on-demand,businesses in the streaming space are approaching the future with a diverse range of strategiesPAGE 6DATA:AIMING FOR BETTER OUTCOMES From post-cookie solutions to better campaign planning,data is our fuel-but its usage is

10、changingPAGE 32SOARING COSTS:MANAGING CONSUMER AND MEDIA INFLATIONAs global price rises impact consumer spend and advertising costs,data and insight can optimise campaign planning and make budgets go furtherPAGE 18THE ROAD TO NET ZEROReducing the carbon impact of media and advertising to real net ze

11、ro is the business challenge of our time,and represents an opportunity like no otherPAGE 56TECHNOLOGY:SUPERCHARGING MEDIA PLANS AND CONSUMER EXPERIENCES2023 is set to deliver a host of new technologies,each brimming with potential but its important not to get lost in the hypePAGE 440102030504CHAPTER

12、CHAPTERCHAPTERCHAPTERCHAPTER67SPLINTERED VISIONS:THE FUTURE OF VIEWINGWhether broadcast or native video-on-demand,businesses in the streaming space are approaching the future with a diverse range of strategies982022 TRENDS New commercial avenuesMedia and entertainment is now a multi-trillion-dollar

13、industry,reaping the benefits of investment in internet connectivity,improved technology and an insatiable desire for on-screen content.Inevitably,as the market grows,so too does its complexity and one of the defining trends of 2022 has been the diversification of business models.As revealed in our

14、report The Future Viewing Experience,subscription video-on-demand(SVOD)platforms already operating in a saturated market felt the bite of post-lockdown churn and consumer price inflation in 2022,and consequently are rapidly exploring new commercial avenues.YouTube,for example,has pivoted from promot

15、ing a subscription-funded tier to redoubling its focus on an ad-funded model.And both Netflix and Disney+are in the process of introducing ad-supported tiers to attract or retain price-conscious customers,while reports of an Apple TV ad product have also surfaced.1Mobile is a dominant medium across

16、many activities,but when it comes to viewing,its all about the best available screen.Household-viewing data from both the UK and Brazil gathered using Kantars technology shows the vast majority of broadcast and SVOD viewing is on the main TV screen,and the Smart TV set is now the primary driver of i

17、ncreased usage of streaming services.Delivery diversificationContent-delivery strategies are also diversifying.2022 witnessed both broadcasters and native video-on-demand(VOD)platforms striking a new balance between VOD and linear,long-form and short-form,Internet-delivered and broadcast all helped,

18、no doubt,by the growth in Smart TV ownership and Internet delivery of content.ITV,the UKs largest commercial broadcaster,ends 2022 with the launch of ITVX,which,in a watershed moment,will shift to VOD-first for scripted drama.And after years of VOD exclusivity,Netflix has launched linear channel Net

19、flix Direct in France.Meanwhile,Prime Video and YouTube now offer live sport,and Paramount+has launched a series of live streams dedicated to genres or specific franchises,such as StarTrek.Fragmentation tipping pointWith further choice,however,comes increased audience fragmentation across platforms

20、and devices.Although this is a well-documented and ongoing process,2022 was something of a tipping point,with measurement bodies such as BARB in the UK launching an industry consultation on extending their reporting to capture TV-like content from video-sharing platforms an indication of the cross-m

21、edia measurement challenges facing the sector.2Big screen domination for in-home streaming1110Inflationary impactsDespite a generally good outlook for the viewing ecosystem,inflation is impacting the video market(see also:Managing consumer and media inflation,p19).Although home entertainment is gene

22、rally robust during economic uncertainty as people cut back on going out,Kantars Entertainment on Demand services covering the US,UK and Germany are witnessing a clear trend for consumers cancelling some SVOD services to save money.Consumer shift towards advertisingThe economic crisis is also helpin

23、g set the conditions for ad-funded business models,and consumers are increasingly warming to the idea if it saves them money(right).Demand for TV advertising remains high,but with a constrained supply of inventory,prices are rising irrespective of broader macroeconomic factors.3One consequence has b

24、een a shift in media-planning strategies.This year saw increased diversification and the incorporation of more broadcaster VOD and online video,particularly to reach younger demographics.4 Ahead of introducing ad-supported packages,the end of 2022 also witnessed Netflix signing up to BARB in the UK:

25、a clear sign agencies will soon have new options on their media plans.5 6Theres even evidence of media agencies restructuring their teams to remove TV and digital silos and operate in a more holistic manner,in tune with the reality of a complex and growing AV ecosystem MARKE T SP OTLIGHTBRAZILWhethe

26、r on television,streaming platforms,social media or at the cinema,on-screen formats are extremely important to brands communication strategies,a fact clearly demonstrated by a buoyant and increasingly advanced Brazilian market.98%of all people watched video content at home in Q1 202279%of the time s

27、pent consuming video at home is dedicated to linear TV63%of all advertising expenditure in 2021 was invested in video formatsSource:Kantar IBOPE Media,Q1 2022.7USGermanyUKQ3 2021Q4 2021Q1 2022Q2 202222%21%32%35%27%27%28%29%25%28%29%31%USGermanyUK49%36%38%39%52%44%Q1 2021Q2 2022”I need to save money”

28、SVOD Cancellation Reason“I dont mind seeing ads if it makes the service cheaper”SVODSource:Kantar Entertainment on Demand 1312WHATS NEXT IN 2023?Holistic planningAs advertisers seek better value for their marketing investments against inflated costs,and as audiences splinter across devices and platf

29、orms,media agencies will need to adapt.This is likely to mean further investment in digital skills,with an emphasis on tech,data,analytical and mathematical experience,and potentially restructuring teams to take the necessary holistic approach to video planning that merges linear broadcast with onli

30、ne video.It will also require discarding rivalries between digital and AV teams and an end to siloed channel planning.Blended viewing strategiesMarking a new chapter for the TV and video market,the winners in the platform wars will deploy windowing strategies that strike the right balance between VO

31、D and linear.Broadcasters are adopting the aspects of VOD strategy that best fit their positioning whilst preserving their points of difference,and VOD platforms are adopting traditional concepts like appointment TV and curated content discovery via linear channels.The market will shift away from al

32、l-at-once release strategies and box-set bingeing for new content in order to maximise revenues.Acceptance of ad-supported tiers but with a catchKantars Media Reactions 2022 study shows consumers are more accepting of advertising,and as rising costs are also making ad-funded content more palatable,t

33、he timing should be right for introducing ad-funded tiers to limit price-sensitive churn.Meanwhile,US data shows that market penetration for ad-based video-on-demand(AVOD)grew from 20%in Q2 21 to 23%by Q2 22.8However,ad-models risk creating two types of viewers:those with less disposable income who

34、become over-targeted by ads,and those with more disposable income,yet are harder to reach.89%of advertisers would consider investing in advertising on a streaming video subscription playerSource:Kantar IBOPE Media&Meio e Mensagem9Budgets for video viewing to increaseKantars Media Reactions 2022 stud

35、y indicates marketers will continue to increase their investments in online video,streaming and social media stories.But with new channels such as the metaverse arriving which,although starting from a much lower base,records the fourth highest increase cited by marketers budgets(and audiences)will s

36、plinter even further.Gaming a growing channel for video advertisingGaming production costs have skyrocketed in recent years,and now creative agencies are leaning into the biggest and most visually striking games to reach new audiences.10 With almost 3.2bn people playing video games in 2022,spending

37、a combined total of$196.8bn,theres a growing opportunity to add gaming including its many peripheral video elements,such as Twitch to the media plan.116158575756524240393766626459595661535245Online videoVideo streamingSocial media storiesEcommerceInfuencers contentSocial media news feedsMarketing in

38、 metaverseTV streamingOnline/mobile gamesDisplayAnticipated in 2023Change in 2022Furthermore,with 32%of gamers globally happy to pay extra for additional games content(e.g.in-app mobile games,extra features,content expansions),there are largely untapped optimal advertising targets for many marketers

39、.12Changes in budget/resource allocation across digital media channels(%net+ve)Source:Kantar Media Reactions 2022VIEWPOINT:AN ECHO FROM THE PASTAntonio Wanderley CEO Latin America,Spain,Asia Pacific&Africa,Media Division Kantar“The future will see audience measurement increasingly move towards a mor

40、e holistic model in line with a fragmented and growing AV ecosystem.”As 2022 draws to an end,our industry finds itself on the cusp of an inflection point,as the VOD businesses that disrupted the linear TV model diversify their operations.Interestingly,this is a familiar pattern we can trace back in

41、time.Repeating the patternWhat I anticipate next,therefore,is a repeat of the established pattern.To date,native VOD platforms have not been especially involved in audience measurement,but they too will soon find it a business imperative as they diversify their own models.They will want accurate aud

42、ience figures reported to the market;they will want to know how measurement companies are measuring them against competitors;and advertisers and content producers will want an authoritative,trusted data source.Our future challengesTodays market has some key differences though,of course.The sheer com

43、plexity of the contemporary landscape is staggering,and it brings with it more risk,uncertainty and competition.Indeed,what was once just a TV market has thanks to Internet delivery(IP),device and platform proliferation,and new viewing forms diversified into an intricate AV ecosystem.Today,many peop

44、le even struggle to describe what TV actually is;its a question that measurement bodies as demonstrated in the UK and Brazil in 2022 have brought to the fore as they collaborate with the industry to capture metrics on shifting media consumption.That means looking at multiple viewing forms,and workin

45、g towards holistic measurement that is reflective of both market and consumer dynamics.A better view of the marketFortunately,a lot of the technologies already developed such as watermarking or audio matching will help meet these challenges.But this time we will go further,because one other crucial

46、difference today is the proliferation of data sources.Broadcasters,platforms,device manufacturers and advertisers each sit on a wealth of data.But it will never be truly fit for purpose if used only in isolation.An SVOD platform might know a lot about its viewers,but it wont have the same understand

47、ing of the rest of the market,for example.Panels:the ground-truthTo that end,leveraging first-party big data and integrating different data sources requires something unique to tie it together:high-quality,fully consented,sample-based panels.They are the bedrock upon which disparate and siloed data

48、sources are integrated,and the future will see them increasingly move towards a more holistic model in line with a fragmented and growing AV ecosystem.And those who still dont understand the power of audience measurement in helping competitive businesses look over the wall,so to speak,will certainly

49、 re-evaluate once they witness their competitors using it to read the market better,and developing audience and revenue growth strategies as a direct consequence.In the not-so-distant past,Pay-TV also saw rapid early growth based on a highly successful subscription model before reaching a natural pl

50、ateau.And to break past it,businesses sought ad-sales opportunities to generate new revenue streams.As the model evolved,network operators quickly realised the value of audience measurement:in order to trade ads and have good CPMs,you need good metrics and validation to reassure the market.15141716C

51、ross-media audience measurementWe build long-term value for media owners,enabling them to better understand context and comparability,and enriching and activating first-party data to monetise attentive and engaged viewers.We work with our clients to deliver cross-platform measurement in markets worl

52、dwide.Our technology is increasingly the global standard for measuring all relevant IP traffic within the home:all screens and all Internet-sourced content and advertising served to the TV set.Cross-media PerformanceWe deliver de-duplicated,unified audience metrics that enable advertisers to optimis

53、e campaigns across all viewing forms,platforms and devices.Our solutions draw data from representative panels,open web exposures,and directly from global online platform partners.De-duplicated audience metrics are now available in Argentina,Brazil,Chile,Colombia,Turkey and Vietnam.Entertainment on D

54、emandEntertainment on Demand tracks the subscription customer journey across the music and video-on-demand space.The service,already available in the US,UK and Germany,extended this year to Australia,France,Italy and Spain.In 2023,were set to launch in Japan too!Measure and monetise your audienceIn-

55、flight campaign optimisationFollow the subscription customer journeyHOW CAN WE HELP?DISCOVER MORE WITH KANTARS KNOWLEDGE AND INSIGHT Find out more Find out more Find out more 1918SOARING COSTS:MANAGING CONSUMER AND MEDIA INFLATIONAs global price rises impact consumer spend and advertising costs,data

56、 and insight can optimise campaign planning and make budgets go further21202022 TRENDS In early 2021,in the midst of the pandemic,inflation began rising around the world.At the time,some economists attributed the rise to Covid-19 fiscal and monetary stimulus packages,but supply shortages and price g

57、ouging also played a role.13 Geopolitical upheavalThen,following the Russian invasion of Ukraine in February 2022,global energy and food prices also rose sharply.Inflation has since spread to other sectors,particularly in countries where demand is strong enough for businesses to pass on higher costs

58、.14Media and marketing have not escaped inflationary impacts,and there are three clear outcomes:a reduction in consumer purchasing power;a rise in costs for subscription media;and increasing advertising costs in certain channels.Consumer impactAccording to Kantar TGI data,in May 2022,a third of adul

59、ts in Great Britain where inflation reached double digits said they were finding it difficult to cope on their current income.This was a 50%increase since the beginning of the year and an all-time high since the data was first collected in 2006.Energy bills in particular have been a real source of c

60、oncern:41%claim they have become unaffordable,with younger people feeling especially stretched.Rising costs have also hit subscription media prices.Amazon,for example,raised the price of its Prime Video service across the globe in September,citing increased inflation and operating costs.152322Cuttin

61、g backThis has had a detrimental impact;Kantars Entertainment on Demand tracker covering the US,UK and Germany is witnessing a clear trend in consumers cancelling SVOD services to save money.Subscription video-streaming companies are most vulnerable to drops in subscriber numbers:over a fifth(22%)of

62、 UK consumers say they will reduce the number of services they pay for in the next six months.This figure was 18%for TV providers,16%for music streaming and 14%for mobile.16Some 8%have reduced their overall monthly spend on media subscription services by 15;18%have cut it by 610;12%by 1115;and 5%by

63、1620.17Media impactAlthough linear TV has been hit hardest by media inflation,with costs jumping 31%according to WARCs Global Ad Trends report,its not alone.18The World Federation of Advertisers(WFA)forecasts average inflation of 10%for advanced TV including addressable,connected TV streaming and VO

64、D in the US in 2022.In comparison,inflation for advanced TV ad channels in 2020 stood at 3%.19 The WFA also reports high inflation for social video.Paid social CPMs have also risen steeply since the start of the pandemic,up 33%between Q4 2019 and 2021 according to data from marketing platform Skai,w

65、ith expectations that they will remain high over the medium term.20The high cost of linear TV comes amid surging demand,with new,often online-born brands trying the medium for the first time.With audiences simultaneously fragmenting across screens and platforms,prices have been driven up.Stretching

66、budgets The strategic trends to materialise from high inflation include the diversification of media plans.For example,there has been a move to incorporate more VOD as linear TV audiences have migrated and costs have risen.Meanwhile,less price sensitive media,such as radio,outdoor and sponsorship,ar

67、e viewed as effective and cost-efficient brand-building alternatives to television.21Greater precisionFinally,data is also being used to better optimise marketing spend.Direct digital targeting based on known purchasing behaviour,for example,can add an extra layer of effectiveness reducing waste,and

68、 targeting those most likely to be influenced by the campaign message.2524WHATS NEXT IN 2023?Demonstrate value to thriveThe latest cost of living data from Kantars TGI suggests consumers in Great Britain are more willing to shop around and try new brands that might stretch their budgets further.So t

69、he brands that can demonstrate value are likely to fare best;the current economic outlook marks an unprecedented opportunity to present products and brands in a new light,potentially to a previously untargeted set of consumers.But to do so effectively requires careful analysis of the market dynamics

70、 and a clear understanding of the circumstances of different consumer groups.Shopping behaviour changes+54%+45%+10%Increase in adults visiting their local markets at least once per weekIncrease in adults who say they shop everydayIncrease in adults who are always looking for food&drink promotionsSou

71、rce:Kantar TGI GB August 2022(July 2021 June 2022)Changes Q2 vs Q1 2022Two-tier markets lead to product placement growthAttracting budget-conscious consumers with cheaper ad-funded models is likely to rise but risks creating a two-tier media landscape where those who can pay to avoid advertising do

72、so,leaving a heavily skewed audience for advertising who are alienated by excess frequency.This is likely to lead to better integration of advertising and content via sponsorship,product placement and branded content,which can reach all audiences.Indeed,product placement already set to be turbocharg

73、ed by Internet delivery and dynamic placement technology is a high growth area,with Amazon integrating virtual products into shows like Bosch,Jack Ryan and Reacher.22 Like addressable advertising,different viewers could in theory have different substitutions driven by available data.Unlike addressab

74、le advertising,product placements cant be skipped or muted.2726Smart brands will investAlthough challenging,the economic conditions in 2022 and moving into 2023 are notably different from previous downturns,with tighter labour markets and low unemployment in advanced economies such as the US and UK.

75、23,24 This means smart brands will be even more inclined to maintain brand investment.Kantars 2022 BrandZ report confirms that the businesses that invest in their brands outperform the market,and that investment in marketing remains the most powerful form of defence in times of economic crisis.Stron

76、g brands simply retain more economic value during tough times,and recover more quickly when market conditions improve.This was the case during the 2008 global crisis and,as this years report shows,its also true today across virtually all categories.Audience insights reveal nuanced picturesBecause in

77、flation will hit different cohorts in unique ways,brands will need deeper audience insights to understand the implications.For example,Kantars TGI data25 reveals that unconstrained couples in Great Britain,who typically over-index on premium or luxury goods,are showing the fastest increase in regula

78、rly purchasing budget ranges.This suggests that even the most well-off are trading down,but only on certain items.Quality remains important for food,but less so for non-alcoholic drinks,for example.Understanding such nuances will help guide marketers as the cost of living crisis deepens,highlighting

79、 the importance of targeting by life circumstances,rather than age alone.The latest TGI data also reveals a 5%uplift across all adults in brand repertoire for food:consumers appear more willing to shop around and try new brands to stretch their budgets further.Although constrained budgets can be a s

80、erious problem for marketers,theyre also an opportunity to promote value-based messages.VIEWPOINT:SMART BRANDS WILL INVEST TO GROWLouise Ainsworth CEO EMEA,Media Division Kantar“The cost of living crisis is a good time for advertisers to reach new audiences Brands can capitalise on moments like thes

81、e.”Nuanced insightIt also means paying more attention to data and insight to understand how inflation will impact different audiences in different ways.After all,no cost of living crisis is a uniform experience,and segmenting audiences to understand differences in behaviours and attitudes is essenti

82、al it helps ground campaigns in reality,and is the base starting point for creative testing of messages.Advertisers would be wise,therefore,to look at peoples life stages and life events,rather than just demographics such as age.Demographics can be highly generalised and often fail to address person

83、al or domestic circumstances that are likely more in tune with someones economic situation.2022 was an economically challenging year,and in many parts of the world,2023 could see conditions worsen.Fortunately,we have good strategies tried and tested over multiple recessions for how businesses should

84、 act during an economic crisis.The short answer is:maintain media investments.Reaching new,shifting audiencesThe cost of living crisis is also a good time for advertisers to reach new audiences.For example,we know from Kantars TGI data that brand repertoire for food items is increasing(see p27),with

85、 shoppers becoming more price sensitive and tactical in their purchases.Brands can capitalise on moments like these.Brands may even wish to find new audiences through emerging channels,particularly if other high-demand media become overly expensive.Gaming,for example,is certainly worth exploring its

86、 opening up to advertisers in new ways,and tough economic times tend to see people spending more time with home entertainment as they forgo more expensive nights out.The brands that do so have repeatedly been shown to record five times as many significant business effects including profit,share,and

87、penetration and four and a half times the annual market share growth than those that dont.26Indeed,a cost of living crisis requires businesses to demonstrate value,and that,of course,requires marketing spend and audience targeting.Whatever course brands take,its crucial they remain focused on the lo

88、ng term,investing now for the eventual upturn,and using data and insight to make the most informed and cost-effective decisions about their strategies and investments.The future may seem uncertain,but our plans do not have to operate blind.2928HOW CAN WE HELP?3130TGIOur Target Group Index(TGI)helps

89、brands to build a complete understanding of their audiences and target them effectively.Our surveys of over 700,000 real people in 45 markets every year are unparalleled in the industry for breadth and depth.At an aggregate level,marketers can now access up to 25bn data points,each of which can be u

90、sed to build a full picture of your current and prospective customers.Cross-media campaign effectivenessOur media effectiveness solution,CrossMedia,establishes media exposure and identifies which channels build key brand associations,so you can optimise your media spend and learn for the future.Comp

91、arison with industry-leading global and regional norms from over 2,000 campaigns puts your results into context and gives you a competitive edge.Cross-media PerformanceWe deliver de-duplicated,unified audience metrics that enable advertisers to optimise campaigns across all viewing forms,platforms a

92、nd devices.Our solutions draw data from representative panels,open web exposures,and directly from global online platform partners.De-duplicated audience campaign metrics are now available in Argentina,Brazil,Chile,Colombia,Turkey and Vietnam.Target and activate your audiences effectively Optimise y

93、our media mix across channels:deliver impact and improve ROIIn-flight campaign optimisationDISCOVER MORE WITH KANTARS KNOWLEDGE AND INSIGHT Find out more Find out more Find out more 3332DATA:AIMING FOR BETTER OUTCOMES From post-cookie solutions to better campaign planning,data is our fuel-but its us

94、age is changing35342022 TRENDS 54%believe that integrating other data sources with audience segmentation will become even more important80%of advertisers want their own in-house segmentations to enable media planning and activation64%of advertisers believe that data quality will become more importan

95、t in the coming years.78%of large businesses are planning to strengthen the data platforms they use to understand and segment consumers Data activation in a post-cookie worldSource:Kantar-Data Strategies for Brand Growth reportCookies to die another dayTo the relief of some and exasperation of other

96、s,in 2022 Google announced another deadline extension before deprecating third-party tracking cookies.The technology platform,which was set to follow in the footsteps of Apples Safari and Firefox in phasing out cookies by late 2023,will now extend the switch-off date until the second half of 2024.Co

97、okie deprecation is one part of Googles Privacy Sandbox,which has been experimenting with ways of targeting and measuring ads on Chrome without using personally identifiable information.Already crumbled?The delays are deemed necessary because Google touches so many parts of the ad ecosystem and face

98、s significant scrutiny from the entire supply chain.Yet despite the latest extension,which has been welcomed by marketing bodies keen for more time to experiment with alternatives,many in the adtech sector argue the cookie has already crumbled.27“The cookieless era hasnt been postponed,it is already

99、 here,”said James Colborn,head of global data at media platform Teads,when Googles latest announcement was made.28Indeed,mobile in-app and CTV are already cookieless,and Teads says 40%of the open web globally is too,rising to 60%in markets with greater Apple penetration,such as the UK and US.Mixed c

100、onsumer viewsMeanwhile,consumer attitudes towards cookies are mixed.According to Kantar TGI data,46%of adults in Great Britain claim to regularly delete cookies from their devices,yet 54%agree they dont mind accepting cookies if it allows them free access to content that interests them.29And these a

101、re by no means two mutually exclusive groups.Almost half(48%)of those who regularly delete cookies from their devices dont mind accepting cookies for the right content.Age mattersHowever,TGI shows us that the over 65s are 23%more likely than the average adult to regularly delete cookies,while younge

102、r adults are more receptive to exchanging personal information for relevant free content,with those aged 1519 a quarter more likely to agree than the average adult.When it comes to the media they find most engaging compared with other adults,the regular deleters of cookies are particularly receptive

103、 to newspapers and magazines,including paying to access them online.Meanwhile,those willing to exchange personal information for appealing content are particularly likely to be engaged by online advertising,social media and TV.30Data-led marketing decisionsAccording to Kantars Media Reactions 2022 s

104、tudy,consumer exposure to advertising on an increasingly diversified range of online media channels continued to grow throughout the year.Consequently,taking a data-led approach to planning and media choices became more essential as budgets were squeezed.Kantars data shows that campaigns are seven t

105、imes more impactful among a receptive audience making it strategically important to use real-world data on consumer attitudes to guide increasingly scrutinised investment decisions.313736Consumer-marketing disconnectBut 2022 revealed something of a disconnect between consumer and marketing preferenc

106、es.Amazons advertising is seen to be the most relevant and useful to consumers,for example,yet its not currently in the top five of marketer preference rankings.Similarly,Kantars Beyond Age report,based on TGI data,demonstrates how important it is for marketers to scrutinise assumptions by using tru

107、sted data sources.Age-based stereotypes are often so embedded in our psyches,we can be slow to perceive changes indicated by the data explaining why so many marketers misjudge the age profiles of different online media platforms and potentially mistarget campaign messages.Consumers embrace tech post

108、-pandemicIn 2022,consumers in many countries emerged from Covid-19 restrictions having had much more exposure to online media.Indeed,in a study from Adobe and Econsultancy,88%of senior media and entertainment executives agreed that the past two and a half years had rewired customers to be digital fi

109、rst.32This finding tallies with growth in online media platforms something forecast to see continued planned investment into the next year,according to Kantars Media Reactions 2022 study.Signs of life in the metaverseMeanwhile,the metaverse,still in its early stages of development and understanding,

110、is showing signs of planned investment.In fact,although starting from a much lower base,it is the fourth highest planned increase cited by marketers,just after online video,social media stories and video streaming.At the same time,the downward trend in offline channel investment continues,albeit at

111、a slightly decelerated rate since 2021.Data boostThe growth and sophistication of media has required advertisers and their agency partners to accommodate more data into their operations to boost efficiency for in-flight campaigns and to accelerate measurement.And as advertisers increasingly forge di

112、rect relationships with online platforms,theres been an increase in demand for de-duplicated cross-media campaign performance measures on a comparative basis,as well as demographic profiling variables that go beyond existing demographics.Advertiser attitudes to data82%of advertisers want to take mor

113、e control of their media spend,with 48%agreeing strongly.81%of advertisers are actively looking to use their own data alongside primary research.63%of advertisers find it hard to generate insights on competitor media activity.Source:Kantar Data Strategies for Brand Growth report3938WHATS NEXT IN 202

114、3?Consent will be king when it comes to targetingIn a world of increased data sovereignty and tighter legislation,fully consented,people-based measurement panels will be even more critical for media owners,agencies and advertisers to understand how viewers move across platforms and devices to consum

115、e content and advertising.Consented panels will cement their role as a source of truth to complete the measurement jigsaw,alongside media owner or platform first-party data,and advertiser first-party customer data.A move towards proxy-based targeting systems and contextual advertisingTargeting withi

116、n closed ecosystems,in which consented first-party data is available,will still be possible,but wider cross-platform targeting has hit the barrier of consumer privacy.There will be incremental improvement in the coming years,but the hyper-targeted ecosystem the internet once promised looks increasin

117、gly unviable.This has profound implications for addressable advertising:initial assumptions about the granularity of targeting outside closed ecosystems have to be reappraised.In the longer term,marketers should anticipate a move towards proxy-based targeting systems and contextual advertising.With

118、the contextual market projected to be worth$376bn by 2027,33 and broad approval from ad execs matched with leaps in technology,its safe to predict contextual targeting will become a dominant targeting strategy over the medium to long term.34Procrastinators will failWhether putting off investment in

119、skills,knowledge or technology,any delay in preparing for a post-cookie future will be a strategic mistake.Google may have given more time to prepare,but its time that mustnt be squandered.No matter what alternative to third-party tracking the industry adopts whether clean rooms,Googles Topics,conte

120、xtual advertising,or Unified ID 2.0 businesses must ensure their first-party data strategies are prioritised alongside fully consented panel data.And with no single solution set to replace cookies,the effectiveness of new techniques and technologies must be urgently assessed.The cross-media challeng

121、eOne of the greatest challenges to brands advertising and planning strategies is profiling their audiences across all media touchpoints.Another is budget optimisation across media,and the potential roadblock caused by a lack of cross-media reach and frequency data which is why advertising groups acr

122、oss the globe,including the WFA,ANA and ISBA,are engaging with the industry to implement solutions.Turning all this data into insights in an easily accessible way will also remain a challenge,and will require a system with trusted data thats understood by all and leveraged with consistency over time

123、.Winning brands will be those that combine creative and context as effectively as possible,using real-time intelligence to understand audiences and competitor activity.This will allow them to leverage the full power of their own direct consumer relationships,bringing relevant stories to the right au

124、diences at the right time,in order to drive growth.VIEWPOINT:ITS TIME TO REFOCUS ON HOW WE USE DATAManish Bhatia Chief Growth&Product Officer,Media Division Kantar“Were delivering de-duplicated audience data to track and report back campaign performance on an overnight basis,helping advertisers doub

125、le-down so they maximise ROI.”Data provenance has come into sharp focus in recent years as clients double-down on trust,privacy and quality.And as we head into 2023,a year in which such considerations will only grow,we have consensus that people-based measurement is our industrys bedrock.The future

126、of dataAnd to understand what that means for our shared future,look at the work weve done to design and deliver cross-media campaign performance tools that are now live in markets in Latin America and Europe and in development in the UK through Origin,the initiative led by UK advertising trade body

127、ISBA.Both offer a glimpse of the increasing momentum from within the advertising community.Thats because clients and data partners increasingly require holistic,de-duplicated people measurement to report on all viewing activity,across all platforms.Therefore,the future of data means operating flexib

128、le and open methodologies,integrating insights from large-scale data sets from multiple sources,alongside ground-truth panel assets.Advertisers want impartial,reliable and granular sources of truth to offer clarity about real reach if theyre to make the best campaign investment decisions.Moreover,th

129、ey want to optimise their campaigns in flight.Were increasingly delivering data to track and report back campaign performance on an overnight basis.Maximising ROIIf theres a platform thats underperforming,its now possible to move spend towards an alternative.Conversely,using data in this way will al

130、so show over-performance,and can help advertisers double-down so they maximise the ROI on their advertising.Whilst panels have been the foundation for understanding real-world behaviours since the analogue era,its taken more recent events particularly around privacy regulation to see it fully reappr

131、aised.Now its time to focus harder on what we do next because with the right ground truths in place,businesses should rightly wish to build upon them.This will be hugely valuable for advertisers as they attempt to track consumer journeys across all the different and growing touchpoints of our global

132、 media ecosystem.The challenges for the media and marketing world are certainly growing more complex,and data is a part of that.However,our continued expansion and product developments will ensure were focused on innovating in the right places and at the right speed.4140HOW CAN WE HELP?DISCOVER MORE

133、 WITH KANTARS KNOWLEDGE AND INSIGHT4342Data scienceActivating consented data sets means an essential role for Kantars skilled data science teams across the world,fusing complementary data sources and calibrating panels to offline census data.Direct integrationsSecure collaboration is key for clients

134、 combining their first-party data sets and connecting to Kantar data assets.Kantar has clear codes of conduct for data exchanges between organisations to ensure its done responsibly,with data accessed in secure scenarios.Kantar Direct Integrations continue to extend with new partners.Ongoing work wi

135、th global and local publishers with onboarding programmes is underway,including technical piloting on studies.TGI Audience ActivationWe enable efficient digital targeting of both offline and online-built consumer segments.Drawn from Kantars best known syndicated studies,including TGI,Worldpanel and

136、Comtech,we have hundreds of pre-built,privacy-safe audience segments across a wide variety of consumer categories.These are available for activation across a range of data management platforms(DMPs)and demand-side platforms(DSPs),to help make your digital advertising more addressable,personal and im

137、pactful.Responsible data strategies,world-class data scienceThe implications of a world without cookiesReach and engage real-world audience segments online Find out more Find out more Find out more 4544TECHNOLOGY:SUPERCHARGING MEDIA PLANS AND CONSUMER EXPERIENCES2023 is set to deliver a host of new

138、technologies,each brimming with potential but its important not to get lost in the hype47462022 TRENDS Growth in Smart TV useDuring the pandemic,many homes explored the full functionality of connected screens.Consequently,were now reaching the tipping point in Smart TV penetration and usage,with con

139、sumers increasingly using their TV to stream content directly,connecting via apps and inbuilt IP services.Indeed,data from Kantars ComTech tracking study shows that across the EU5 markets(France,Germany,Great Britain,Italy and Spain),64%of households own a Smart TV.35 And in Brazil,connected TV pene

140、tration has more than doubled in just four years to 57%of homes in 2021.36Smart TVs are not only being used,theyre increasingly the preferred screens for viewing streamed content:across the US,Germany and UK,88%of video streamers used their TV to access content in December 2021.As video delivery mov

141、es towards an all-IP future,Smart TVs will have a critical role to play as the main entertainment gateway into the home.37The metaverseDespite the hype,the metaverse has not yet made huge inroads although Kantars latest Media Reactions study suggests it will be a high riser for marketing activity in

142、 2023,with more thought being given to creating immersive brand experiences,virtual product testing,and branded NFTs to use within metaverse environments.38Disney,H&M,Walmart and Intel were some of the big names to begin experimenting with the idea in 2022,while Meta has been busy testing its Horizo

143、n projects,covering virtual worlds,events and office workrooms.For now,however,as advertisers begin testing the(virtual)waters for themselves,they should perhaps pay close attention to what audiences actually want from metaverses and note that the barriers to entry remain high for most people,not le

144、ast because of the hardware requirements.394948NFTs:brand love in a burst bubbleNFTs one-of-a-kind tokens that let owners lay claim to digital assets such as art,video or music generated a huge amount of hype in the marketing world;and its little wonder,as businesses could now sell digital slices of

145、 their brands to loyal customers,boosting affinity and generating a new revenue stream in the process.However,the NFT market like cryptocurrency,which shares similar blockchain technology experienced a downturn midway through 2022,popping the hype bubble somewhat as$500bn was wiped off the markets v

146、alue.43Where that leaves things is uncertain but,like the metaverse,its still such early days its too hard to tell where things might go.But its safe to say,NFT mania even if its more subdued remains too big to ignore.Over-the-air broadcast gets a tech upgrade with ATSC 3.0After years in development

147、 and following early deployments in South Korea,ATSC 3.0 or NextGenTV as its branded in the US marks an evolution in digital broadcast TV standards.Bringing 4K UHD resolution,HDR picture quality and Dolby Atmos to live TV channels,ATSC 3.0 reached an estimated 75%of US households in 2022.40The upgra

148、de over current antenna TV also allows for a web-like ability to interact with broadcasters,41 but whether viewers actually want such functionality remains to be seen.42Enriched trading currencies The Dutch media industry will shortly pass a new milestone,stepping closer towards cross-media audience

149、 measurement with an enriched currency for trading TV and video.SKO,the Netherlands joint industry currency responsible for viewing,has worked with Kantar and Ipsos to deliver the new currency as part of Polaris,the worlds first truly integrated audience-measurement programme.When complete,advertise

150、rs and agencies will be able to optimise the performance of media channels,both in isolation and when combined in a cross-media campaign.Its a significant development leveraging both technology and data science and demonstrates the direction of travel for the rest of the world.Top ranking media chan

151、nelsPreferenceGlobal consumersYOY consumersMarketersYOY marketers1.Sponsored events(+1)Online video ads(-)2.Magazine ads(+1)Sponsored events(+6)3.Cinema ads(-2)TV ads(+2)4.Point of sale ads(-)Ecommerce ads(NEW!)5.Digital out of home ads(+2)Digital out of home ads(+1)Source:Kantar Media Reactions 202

152、2 study(Consumers:18,174;Marketers:965)For all the technological leaps in the world of media and advertising,theres a counter trend worth noting:the growing momentum to disconnect from the digital world.A study in Spain reveals increasing numbers of consumers need a digital detox to cope with the pr

153、essures of hyper-connected lives a trend that goes hand-in-hand with an uptick in vinyl sales,dumb phones and the#nofilter movement.44For marketers,who continually invest in new digital platforms and technologies,its perhaps also worth noting that Kantars Media Reactions study shows the five most pr

154、eferred ad channels for consumers are all offline(left).5150WHATS NEXT IN 2023?Smart TVs poised to move addressable forwardAs well as facilitating new forms of TV advertising,such as display ads on home screens and menus,Smart TVs are set to evolve addressable advertising capabilities and expand the

155、ir reach.By moving addressable up the chain into the device actually delivering the content,theres an opportunity both to widen the amount of content that can accommodate in-stream video ads,and to simplify and standardise the process.Meanwhile,display ads on home screens and in-stream video ads fro

156、m FAST/AVOD services are among the fastest growing sectors of US ad spend and predicted by eMarketer to grow to nearly$30bn by 2024.45 The growth of product placement through IP deliveryNearly 75%of all US broadcast network shows have some form of product placement,targeting those viewers difficult

157、to reach through conventional advertising forms.46And dynamic product placement enabling a product,billboard or screen featured in content to be substituted or overlaid with a different brand or advert is also growing.Like addressable advertising,different viewers could with the right data be shown

158、tailored ads.However,technological possibilities will need to be balanced against whats acceptable to viewers.Negative impact may be inadvertently achieved if a placement is clearly out of place,anachronistic or jarring.It will also need to be more closely regulated in terms of disclosure to viewers

159、 that the content has been tailored.The rise of shoppable TV and livestream ecommerceClickable content placement using content delivered via CTV and OTT functionality allows viewers to buy products they see featured while viewing shows by using clickable icons or QR codes.With live shopping growing

160、rapidly in China,having been adopted by online retailers like Alibaba,a tsunami of shoppable CTV ads from ad-supported services should now be anticipated.Livestream commerce is also set to gain further traction in 2023,with opportunities for direct purchase and interaction being offered by livestrea

161、ms to connected devices which now includes the connected TV set itself.Virtual worldsIts still early days,but many people are beginning to see the benefits of the metaverse concept.So expect some early exploration in 2023,from live-events businesses,medical practitioners and tech-savvy employers kee

162、n for better connection in a world where fewer people want to work in an office.With Apple,Microsoft,Meta,Roblox,Epic Games and Nvidia developing the technological infrastructure,and a net 61%of advertisers having also stated intent to increase their spend in the metaverse in 2023,47 things are cert

163、ainly moving up a gear.Yet,as marketers continue to be lured by the siren call of the new and shiny,its imperative they maintain a holistic understanding of ad platforms and what consumers think of them.The metaverse might seem like hot virtual property but consumers have had very little exposure,an

164、d as 2022 closes,its real-world ad environments,such as events and outdoor,that rate highest for consumer preference.Metaverses are exciting,but they might not mean the world to everyone.VIEWPOINT:2023 WILL BE A DEFINING YEAR FOR CTVAndrew Feigenson CEO Advertising Intelligence Kantar&Numerator“2023

165、 should be a time to experiment,test and learn.The sooner all players do so,the sooner we can enjoy CTVs unique and extensive capabilities.”Enhanced continuityWith linear-broadcast audiences migrating towards on-demand viewing in such numbers,CTV looks increasingly attractive,particularly because th

166、eres a sense of continuity its much the same as the status quo,yet enhanced.Now,following in the footsteps of platforms such as HBO Max,which launched its ad-supported option in June 2021,the market will soon have similar propositions from Netflix and Disney+.I think this will be huge,and the indust

167、ry has every reason to be excited.Firstly,it opens up inventory in a market crying out for further supply,with ad-supported VOD providing a landing spot for linear TV viewers who either dont want to pay as much for subscriptions,or simply want to start watching their favourite networks programmes on

168、line.Secondly,the technology itself offers the chance to layer more interesting opportunities over a well-defined and contextually easy-to-understand format,combining linear advertisings impact with online advertisings enhanced targeting tools.When considering the future of media-focused technology,

169、its always important to look past the hype and assess where audiences are migrating and what kinds of inventory are available.Based on that criteria,theres one technology that piques my interest:CTV(Connected TV),which witnessed a surge in growth throughout the pandemic when people were locked indoo

170、rs with more exposure to IP-based devices.48Unprecedented automation and measurementIndeed,CTV allows advertisers to reach targeted audiences through programmatic technology,bringing with it levels of automation and measurement not seen before in the TV market.Furthermore,only verified buyers can op

171、erate within the market,and currently levels of collaboration and openness to third-party measurement are high,signalling that trust,quality and privacy are paramount.Theres also the ability to get more granular when mapping to audiences,or mapping ad exposures to results,which will help boost adver

172、tising effectiveness.However,thats not to say there are no risks ahead.I dont want to see the industry adopt familiar bad habits,such as low-quality creatives,uncapped frequencies or an obsession with performance at the expense of brand building.A technological opportunityCTV is a technological oppo

173、rtunity to improve the ad experience for everyone audiences,marketers and media owners and we should be united in our efforts working towards this goal.It will also be important to work together to ensure frictionless workflows,given the complexity of the market and the different platforms and devic

174、es that make it up.2023 should therefore be a time to experiment,test and learn.And the sooner all players do so,the sooner we can enjoy CTVs unique and extensive capabilities.5352HOW CAN WE HELP?DISCOVER MORE WITH KANTARS KNOWLEDGE AND INSIGHTCross-media audience measurementProduct placement,brand

175、integration,shoppable TV and ecommerce have one thing in common:theyre all delivered via IP.This highlights the critical role of audience measurement solutions to identify all forms of IP delivery to the TV set,and track new forms of ad activity,from menu banners to interactivity.Our audience measur

176、ement solutions,underpinned by panels,are ready to provide the vital information to navigate these new advertising opportunities.They enable the required data exchange and data ingestion to capture advertising exposures in detail across audience segments.Advertising IntelligenceAd-supported streamin

177、g is a multi-billion-dollar arena,offering advertisers a dynamic touchpoint with a captive audience and new ways to scale,monitor and measure engagement.Our advertising intelligence solutions now include ad-supported streaming data to enable you to understand how your competitors are rebalancing the

178、ir video-advertising strategy across linear,digital,YouTube and streaming ads.CTV+measurementAs audiences fragment and advertising becomes increasingly targeted,our panel data can be enhanced with data at scale,to increase the precision of audience measurement and enhance our clients own data sets.W

179、e can ingest streaming data,data from connected and smart TVs,operator data,addressable and ad server data.Our solutions enhance your first-party and partner data sets,using demographic data,actual viewing levels,and reach across platforms and devices,to enrich your own insights.Measuring people,not

180、 screensGet the full picture of video advertisingIncreased precision to enhance your own data5554 Find out more Find out more Find out more 5756THE ROAD TO NET ZEROReducing the carbon impact of media and advertising to real net zero is the business challenge of our time,and represents an opportunity

181、 like no other59582022 TRENDS Businesses act as temperatures soar2022 was yet another year of record-breaking heatwaves,droughts and floods,causing cascading impacts that are increasingly difficult to manage.Accelerated action is required both to adapt to climate change,and to make rapid and signifi

182、cant cuts in greenhouse gas emissions.4964%75%48%22%9%45%39%39%27%52%23%19%7%19%6%28%11%34%Climate issuesWork/PayResources/EnergyInfationEconomyCovid-19The general publicThe mediaCompanies/businessesWho has responsibility to solve these issues?Source:Kantar Global Issues Barometer,Wave 3(September 2

183、022),Base:1,774 respondents,19 marketsIn response,the media and marketing sectors are trying to reduce the carbon impact of developing,producing and running advertising and media to real net zero.These efforts range from regional projects aligned with the UNs Sustainable Development Goals,such as Ad

184、 Net Zero in the UK and Latin American media giant Globos sustainability commitments,through to global initiatives,such as WPPs pledge to reach net zero in its entire value chain by 2030,and the telecommunications sectors quest to reduce the energy requirements of 5G.502022 also saw brands making ca

185、rbon neutral pledges to customers,reducing energy and resource use,and creating sustainable products,amongst other initiatives.Patagonia went the furthest though:despite already being an accredited B-Corp,it announced in September that all its profits from now on will go into saving the planet.51 52

186、 6160Sustainability,audiences and advertisingAccording to the Global Sustainability Sector Index,half the population say theyre prepared to invest time and money to support companies to do the right thing,and 42%have stopped buying products and services due to their environmental impact.53Its clear

187、consumers are willing to do their part to make a difference;however,theres also growing evidence that the cost of living crisis is dampening the mood(see Whats Next in 2023,p62).Meanwhile,brands have an important,yet challenging,role in helping people act more sustainably.Kantar research shows that

188、63%of people worldwide think brands should take the lead on sustainability,but a similar proportion(64%)worry that brands are involved in these issues for profit only.54With many ads banned by local regulatory bodies for overclaiming environmental impact,and consumers accusing brands of greenwashing

189、,the question is how businesses can address sustainability in a way that is both authentic and motivating.According to Kantars Link ad-testing database of more than 230,000 ads,the number of campaigns that address social and environmental issues has tripled since 2016,and now stands at 6%of all ads.

190、Positivity and purpose are valuable toolsInsights from Kantar and Affectiva show that the top performing ads with sustainable or social messaging have a more emotionally positive and uplifting tone;the worst performers are more likely to be above average on negative emotions.55Humour and a positive

191、behavioural suggestion can also lead to much higher engagement,so long as they strike the right balance between the problem and the solution.Humorous ads are generally more expressive(+27 points),more involving(+14)and more distinct(+11).56Brand fit mattersWhen Kantar split 600 purposeful ads into t

192、wo groups,one where viewers say that the idea fits with the brand,and one where they say it doesnt,the results were dramatic.Where theres a fit with the brand,the ads potential impact on brand equity,salience,immediate persuasion,enjoyment,credibility and ease of understanding are all radically high

193、er.Source:Kantar Link database,March 202263622023:WHATS NEXT?A year for green innovationThe Global Commission on the Economy and Climate reports that transitioning to a low-carbon,sustainable growth path could deliver direct economic gains of$26trn and create over 65m new jobs by 2030.57 However,buy

194、ers whether individuals or businesses can only purchase whats available,and that must include more sustainable choices.2023 should therefore be seen as a year of innovation whether thats brands offering green products and services,media owners offering more energy-efficient services,or agencies reth

195、inking how their planning and buying strategies are impacting the climate.Deeper insights requiredSustainability is now a business imperative,but its not always easy to reach consumers.As Kantars research shows,theres a value-action gap a disconnect between green attitudes and real-world behaviours(

196、see Viewpoint p64).This means green advertising will require deeper audience insights so brands can better judge an audiences susceptibility to green messaging,which is impacted by economics,culture,political values and age.58The challenge of the future wont just be about making green products and s

197、ervices;it will mean selling them to people who dont care if theyre green or not.Consequently,expect more marketing messages to sell the adjacent benefits of a green product or service,rather than the overt sustainability credentials.Inflationary pressuresAs the cost of living crisis bites,theres gr

198、owing evidence consumers are changing their shopping habits,increasing brand repertoire and experiencing trade-offs in their purchasing decisions and dilemmas.And according to Kantars TGI data,there has been a 10%fall in the first six months of 2022 in all adults in Great Britain agreeing that it is

199、 worth paying more for environmentally friendly products.With the threat of recession looming globally,brands will need to balance messages of value with sustainability,and consider how to manage complex consumer anxieties over costs.Longer term,however,there needs to be a general de-premiumisation

200、of green products to unlock a mass-market opportunity something marketers should begin thinking about today.Winning green adspendLast year,Media Figaro launched a partnership with French start-up Vidmizer to reduce the weight of video campaigns in a bid to use less energy.With up to 80%reductions in

201、 carbon reported,its a good example of how technological partnerships can reduce energy expenditure.59And as media plans seek to go green charting the impact on energy use alongside existing brand metrics media owners who can offer better carbon deals are likely to attract more business.VIEWPOINT:WH

202、Y DATA,INSIGHT AND TESTING ARE CRUCIAL IN BUILDING SUCCESSFUL SUSTAINABILITY CAMPAIGNSJane Ostler EVP Global Thought Leadership KantarSustainability-themed marketing is uniquely complex,but its importance cannot be underestimated.Despite flaws and setbacks,and against a backdrop of unprecedented ext

203、reme weather,the world is aiming to transition towards net zero,and businesses will be crucial in achieving that goal.A green global economyA brands messages,products and services will therefore play significant roles in helping change behaviours,promote more sustainable lifestyles and ultimately gr

204、ow and sustain a green global economy.Our research shows that consumers across the world care deeply about the planets(interlinked)social and environmental issues,are willing to change their purchasing behaviours,and expect corporations to take responsibility and to act.In fact,the majority of peopl

205、e feel they can make a difference through the choices they make.Some 50%say theyre prepared to invest time and money to support companies doing the right thing;and 42%have voted with their wallets,no longer buying products and services because of their environmental impact.60 The value-action gapBut

206、 theres a disconnect between peoples stated values and their actions:what we call the value-action gap.Simply put,most people dont need to be convinced about the importance of sustainability issues it just doesnt always carry through into their behaviour.There are several reasons why this might be t

207、he case for green products and services,from issues of convenience,availability or price,to perceptions of quality.And there are further challenges.Given the necessity of the task,sustainability marketing is made even more difficult because it needs to reach and have a positive effect on practically

208、 all audiences we cant just rely on selling to a small and engaged cohort if were to witness significant global change.Yet some people are extremely hard to reach,and with sustainability being dragged into the culture wars,additional complications arise as the road to net zero becomes politicised.Th

209、is means,for some audiences,sustainability messaging may even need to be camouflaged by selling adjacent benefits to the most hard to reach.“Closing the value-action gap means understanding the real-world barriers that different audiences face when making purchase decisions,and audience insight can

210、shine a light on little understood or emerging drivers to action.”6564Understanding real-world barriers and emotional responseWhatever tactic marketers choose,data and insight will always remain the best starting point.Closing the value-action gap means understanding the real-world barriers that dif

211、ferent audiences face when making purchase decisions,and audience insight can shine a light on little understood or emerging drivers to action.Understanding emotional response is also extremely important.Using Affectivas facial coding technology to record peoples emotional responses to ads in Kantar

212、s extensive Link database,we see how sustainability messages can evoke a range of strong feelings,from inspiration and hope,to guilt and sadness.What we learned is that guilt is not a useful lever for inspiring positive behaviour change,but empowerment and hope are.Humour is also a powerful tool whe

213、n used correctly whereas sadness can lead to apathy.So its clear that sustainability campaigns perform better if they dont simply dwell on the challenges,but leave people with a more inspiring and positive view of how change may be encouraged.The power of creative testingFor this reason,creative tes

214、ting is an extremely powerful tool to ensure campaign messages evoke the emotions that will lead to the intended behaviour change.Coupled with behavioural science techniques,we know that the levers that can help boost positive behaviour changes include showing the implementation of green intentions,

215、human connectivity towards nature,a sense of individual control,and a demonstration of immediate rewards.This is just a snapshot of what there is to learn about sustainability marketing,but what we do know,and what will always remain fundamental,is consumers will demand authenticity.Brands must prac

216、tise what they preach.So they must also understand the attitudes of their audience in full recognition that every consumer is on a different path,but its a journey we all have to take.6766HOW CAN WE HELP?DISCOVER MORE WITH KANTARS KNOWLEDGE AND INSIGHT6968Sustainability practiceOur Sustainable Trans

217、formation Practice works at the intersection of consumers,brands,and environmental and social sustainability.We work with over 400 brands as a catalyst for action across multiple sectors and across the world.Our approach to sustainable brand-building stretches from strategic framing through innovati

218、on and comms activation to measurement programmes.Link AITest all forms of advertising with our Link ad-testing suite.Optimise your creative to maximise return on investment and brand impact.See how well your ad performs in areas relating to long-and short-term sales before it goes live:how engaging

219、 it is,and how well it builds brand associations and predisposition.Know exactly how to optimise your creative to stand out,create meaningful impressions,maximise success,and increase purchase intent for your brand.Get fast insights in as few as six hours on Kantar Marketplace or even in just 15 min

220、utes with Link AI.CSR WatchEvaluate your CSR campaigns within the competition landscape with Kantars benchmark CSR Watch,to help you build a strong communication strategy.Kantars CSR Watch in France provides a complete CSR view across the advertising intelligence database.The measure combines a quan

221、titative monitoring of CSR advertising investments on all media with a qualitative watch of advertising creatives,while a team of experts provides a CSR review of your market.Drive meaningful change and unlock the value-action gapGrow your brand with extraordinary creativeContextualise your CSR adve

222、rtising strategy Find out more Find out more REFERENCES About KantarKantar is a data and evidence-based agency providing insights and actionable recommendations to clients,worldwide.We have a complete,unique and rounded understanding of people around the world:how they think,feel and act,globally an

223、d locally in over 75 markets.We dont just help clients understand whats happened,we tell them why and how they can shape the AcknowledgementsContributors:Andrew Bradford,Chris Larmour,Corinne in Albon,Dom Sunnebo,Duncan Southgate,Eduardo Perreira,Natalia Takeda,Felicity Terry,Franois Nicolon,Gary Br

224、own,Gonca Bubani,Jackie Greig,James Powell,Juan Sanchez,Karine Trinquetel,Paula Carrion,Patricia Rgien,Robson Melendre&Violaine Normand Creative&Design:Echao Jiang,Ellen Hilton Editorial consultant:David Pidgeon Editorial management:Alice Nixon,Lisa Elliott1 Brgi,Michael&Shields,Ronan,Apple is quiet

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227、unches global gaming practice,Campaign,November,2021.11 Global Games Market Report,Newzoo,July,2022.12 Kantar TGI Global Quick View 2021(34 markets).13 Pandemic Prices:Assessing Inflation in the Months and Years Ahead,The Whitehouse briefing room,April,2021.14 Romei,Valentina and Smith,Adam.Global I

228、nflation Tracker,Financial Times,October,2022.15 Dastin,Jeffery,Amazon to raise Prime prices in Europe as retailer wrestles with costs,Reuters,July,2022.16 Consumers use savings to cover costs of media subscriptions,KPMG,July,2022.17 Consumers use savings to cover costs of media subscriptions,KPMG,J

229、uly,2022.18 Media Inflation planning for attention and incremental reach,WARC,August,2022.19 Outlook Tracker,WFA,2022.20 Costello,Chris,Monthly Paid Media Spend Snapshot June 2022,Skai,2022.21 Chapman,Steven,TV advertising costs surge post Covid-19 as OOH drops in price,Prolific North,August,2022.22

230、 Sloane,Garett,Amazon brings virtual product placements to prime video shows,Ad Age,May,2022.23 Balvantrai,Bhavin,Recession tempts firms into short-term cuts and sacrifice of future growth,City A.M.,July,2022.24 News Release Bureau of US Labor Statistics,US Department of Labor,August,2022.25 Kantar

231、TGI Great Britain,August 2022.26 When to start advertising again?Three months ago,IPA,2022.27 Marketing bodies welcome delay of Googles third-party cookie ban,Marketing Week,July,2022.28 Google creates confusion with Chrome cookie extension,Performance Marketing World,July,2022.29 Kantar TGI GB,Augu

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233、antar ComTech EU5,Q2 2022.36 Kantars Future Viewing Experience report,2022.37 Kantars Future Viewing Experience report,2022.38 Chaudhary,Jayant,Marketing Strategies To Break Into The Metaverse,Forbes,September,2022.39 Hum,Thomas,Metaverse barriers to entry are rather high,Yahoo Finance,January 2022.

234、40 Pendlebury,Ty,Get ready for free NextGen TV broadcasts with these 2022 televisions,CNet,January,2022.41 Berman,Marc,Broadcast Industrys NextGen Technology Standard,NextTV,July,2022.42 Newman,Jared,ATSC 3.0 remains irrelevant,heres why,TechHive,January,2022.43 Wilhelm,Alex,The NFT slump is real,Te

235、chCrunch,June,2022.44 Prez,Alberto,Back to physical:the growing desire to disconnect digitally,Marketing Director,September,2022.45 Kantars Future Viewing Experience,2022.46 Kantars Future Viewing Experience,2022.47 Kantar Media Reactions 2022 study,2022.48 Kantars The Future Viewing Experience repo

236、rt,2022.49 Climate Change:impacts,adaptation and vulnerability,IPCC Sixth Assessment Report,2022.50 Brazils Globo launches first sustainability report&strategy for future,TBI Vision,July,2022;Net Zero Commitment,WPP,2022;Advertisings response to the climate crisis,Ad Net Zero,2022;How 5G is an oppor

237、tunity to tackle sustainability in telecommunications,Economist Impact,June,2022.51 Top ten publicly traded companies fight climate change in 2023,LeafScore,2022.52 McCormick,Erin,Patagonias billionaire owner gives away company to fight climate crisis,The Guardian,September,2022.53 Kantar Global Sus

238、tainability Index,July/August 2022.54 5 tips to get sustainable messaging right,Kantar and Affectiva,March,2022.55 5 tips to get sustainable messaging right,Kantar and Affectiva,March,2022.56 5 tips to get sustainable messaging right,Kantar and Affectiva,March,2022.57 2018 Report of the Global Commi

239、ssion on the Economy and Climate,New Climate Economy,2018.58 58 5 tips to get sustainable messaging right,Kantar and Affectiva,March,2022.59 Media Figaro reduces the weight of videos with Vidmizer,CB News,September,2022.60 Sustainability Sector Index 2022,Kantar,2022.7170Are you investing in the rig

240、ht media channels?Media Reactions provides a comprehensive view of the current media landscape,online and offline,and shows you how to navigate it.Campaigns are seven times more impactful among a receptive audience,so its important to select the right media channels for your audience and optimise yo

241、ur creative for each environment.Media Reactions is an annual global study that explores the dynamics of media channels and brands to help advertisers optimise their media spend and media brands strengthen their positioning.It combines consumer and marketer perceptions for a complete view of the current media landscape and shows you how to navigate it.M E D I AR E A C T I O N S2 0 2 2Find out which channels and platforms consumers and marketers prefer to optimise your media Kantar Published by Kantar,November 2022.