Page 66 - Adnews Magazine November-December 2021

Forecasts 2022
falls on the CMO and the people within the CMO. There's a huge amount of upskilling that has to happen. And that is happening right now, but marketers are lead- ing that charge and it's effective and it's absolutely showing them up.
Forrester
Agencies and media and advertis- ing predictions from the global consultancy:
The pandemic’s impact on talent and the marketing they produce leaves a void CMOs and agencies must fill. In 2022, the pendulum will swing back toward creativity gener- ated by new constructs of technol- ogy, partnerships, and ingenuity.
Looking ahead:
Agencies:
Intelligence-fueled creativity will shatter the line between “agency” and “consultancy”. A new form of creative partner emerges from the collision of precision and per- suasion marketing and prolifer- ates in 2022. The “performance agency” label will disappear as agencies pair creative skillsets with media/data expertise,
“Customers are looking for personalisation that goes beyond ‘know me’ to ‘understand me’." Carmen Bekker
KPMG Australia
allowing CMOs to pursue intelligent creativity and produce multi-di- mensional creative experiences that connect emotional, functional and transactional marketing messages.
10% of agencies crack the code to monetize their creative and media tech- nology. Agencies will monetize the outputs of people working with platforms, forever changing how marketing is created, executed and paid for. The FTE model will start to shift to the Human/Technology Equivalent model, per- mitting CMOs and agencies to produce effective, scalable creative outputs.
Agencies bet big on creative-driven commerce as B2C brands go dig- ital-first. In 2022, agencies will bring creative campaigns to product launches on Amazon marketplace; scale livestreaming; and make crea- tivity relevant to category owners and traditionally B2B scenarios.
Agencies outsource to Big Tech partner programs to fill the talent void. In 2022, anticipate the ranks of agencies relying on partner pro- grams to swell by 20%, in-line with digital ad revenue growth.
In-house agencies shift from supporting cast to 41% taking the direc- tor’s chair. Interest in insourcing shows no signs of slowing as 44% of CMOs intend to expand in-house teams by moving more marketing in-house over the next 12 months.
Media and advertising:
The pandemic-induced consumer behavior shifts and marketing resource constraints of 2020 and 2021 gave way to marketing ingenuity: brands pivoted their advertising, creative production and even products out of necessity. In 2022, Forrester predicts that advertisers and publishers will continue to experiment with new modes, models and methods.
Looking forward:
Global revenue from the retail media category will reach $50B. In 2022, marketers will shift even more ad spend to retail media networks because they have deeper zero-and first-party data on customers and can better influence the customer at the point of purchase compared to other digital ad platforms like Google or Facebook.
FMigaureke2.tiMnagrBkeutdingeBtusdAgcertsosAscrAolslsInAldl uInsdtursietrsieDseDcelcinlineediin 2021 Percentage of Revenue Allocated to Marketing 2020 vs.2021
Mean Percentage of Budget Shown
Source: Gartner