Index hide1 For this new year, the predictions of the digital industry will benefit advertising, companies and Internet users.3 Companies will take diversity and inclusion and labor flexibility as pillars of success; and users will have privacy in the Web.
For this new year, the predictions of the digital industry will benefit advertising, companies and Internet users.
Advertising spend will shift to targeted ads on digital channels;
Companies will take diversity and inclusion and labor flexibility as pillars of success; and users will have privacy in the Web.
The acceleration of digitization and the adoption of new technological tools due to the Covid-19 lockdown brought with it endless opportunities for advertising. According to Adam Singolda, CEO of Taboola, the predictions for this 2022 of the digital industry go towards the diversification of advertising space, the creation of plural teams in companies and the improvement of user privacy on the Internet.
Digital industry predictions for 2022
Previously, the advertising investment of the brands turned to traditional media such as: television, newspapers, magazines and radio. However, with the entry of the pandemic and the explosion of the eCommerce Internet advertising increased.
In Mexico alone, data from Statista indicates that by 2020 more than a third of the Mexican population made some type of purchase online, and with this, the number of digital buyers approached 51 million.
An indisputable fact is that electronic commerce will continue to grow exponentially, in the case of Mexico, Statista points out that the value of sales on-line by 2024 it will reach 24.2 billion dollars, which would represent an increase of 70 percent compared to pre-pandemic times.
The above scenario was reason forAdvertising investment will be dedicated, to a greater extent, to ads in digital channels, which means a reduction in investment in traditional channels. According to a PwC reportInternet advertising will exceed television advertising revenue, and could generate revenue of more than three trillion dollars by 2025.
“Technology will be at the service of the media and advertisers in order to reach consumers, and their correct selection will be very important, taking into account the multi-platform exposure of the different target audiences,” said Ana Laura Barro, Client Business Partner at Nielsen. IBOPE Mexico in an exclusive interview with Merca 2.0.
Also, the digital industry will have to broaden the reception of talent and become diverse, since equity and inclusion initiatives “They improve collaboration, innovation and make work fun and rewarding,” said Adam Singolda, CEO of Taboola,
When a company is inclusive and open to diversity, it allows the development of a good corporate image inside and outside, increases the commitment of employees, there is greater motivation and teamwork, generates a sense of belonging and increases productivity.
In addition, labor flexibility is a key point that the digital industry cannot forget. In an exclusive interview with Merca 2.0, Jim Kruger, Director of Marketing at Veeam mentioned that “flexibility plays a priority role in business today. Faced with dynamics as changing and challenging as the current one, it is not only a desirable ingredient, but also a priority, since organizations without the necessary flexibility to adapt quickly to changes and be able to face hostile conditions for their survival are at a great disadvantage” .
The third prediction of the digital industry, according to Adam Singolda, CEO of Taboola, is an Internet with better privacy, since users are concerned about the data they provide to companies and demand the removal of “cookies To thirds”, which follow users from one site to another, collect information about preferences and behaviors.
In the new digital scenario, the trend of cookieless is ushering in a new digital economy, a new way of making strategies and the search for new indicators that are less invasive for users.
And that’s how it stands contextual advertising: segmentation is done post-demographically by means of Deep Learning or AI, which allows more customization with more efficient predictions and results.
Without a doubt, the consolidation of the digital industry will come in 2022 and advertising will change its paradigms and will benefit from technology.