Page 67 - Adnews Magazine November-December 2021

Brands will flock to AI-powered audience solutions fueling 20% category growth.
Amazon’s “actionable video ads” will be the bellwether of shoppable ads everywhere. Brands are hungry to capitalise on the decreasing distance between product awareness and purchase. Forrester predicts a tsunami of shoppable CTV ads starting with ad-supported providers such as Tubi and Pluto.
Metaverse buzz will attract bandwagon ad dollars from twenty Fortune 100 brands.
Niche publishers will test new revenue models building momen- tum for micropayments. In 2022, midsize and niche publishers look- ing to diversify their revenue mod- els will help pay-as-you-go options finally start to take off. The condi- tions are ripe, but Forrester expects a corresponding spike in listicles, clickbait headlines and political content as publishers vie for share of consumers’ paid con- tent consumption and wallet.
Dentsu CMO Survey
The dentsu 2021 study is based on 105 Australian CMOs across Australia, working in businesses ranging from less than 50 employees though to more than 1000 employees across a range of sectors.
If 2020 was a journey into the unknown, then 2021 and beyond is a journey into the light.
In 2021/22 Australian CMOs are optimistic about growth and an expanded remit underpinned by innovation.
43% of Australian CMOs are expecting budgets to increase over the next 12 months with more than half expecting increases of 5%+.
When nominating the top three functions of marketing with their organisation, CMOs ranked:
1. Delivering business growth (60%) — maintaining the top position YOY for Australian CMOs
2. The functions of understanding consumers and market trends (48%) 3. Developing new products/ser- vices (32%)
Positions 2 and 3 have increased significantly as key responsibilities of the marketing function, with this top three also seen to be the most important in the next 6-12 months.
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