Brands have experienced massive business disruption because of the pandemic, shifts in consumer behaviors, changes to the advertising and data ecosystems, and rising concerns around privacy. Based on these systemic shifts in marketing and our marketing measurement research on data deprecation and marketing spend investments, in 2022 should:
- Increase attention to omnichannel media measurement and optimization. Omnichannel marketing approaches blend advertising channel campaigns together to produce a singular consumer experience across advertising touchpoints, most critically reducing an overabundance of repeated exposures to the same ads. And Forrester expects to see consistent investment growth in digital, social, and traditional advertising formats to fuel omnichannel marketing strategies. This requires an upgrade of ad measurement by embracing a new set of media metrics focused on omnichannel performance, like duplicated reach across platforms, interaction rates, and attention. Determine the right mix of omnichannel media metrics that is connected to your media planning and buying strategy.
- Solve for better campaign and ad-level marketing measurement performance. Campaign level marketing measurement is in the throws of major transformation because of the deprecation of third-party cookies and Apple’s changes to consumer tracking within its ecosystem. As a result, advertisers cannot use thrid party cookies to measure campaign and tactic efficacy across publisher sites, tech platforms, and mobile apps. Some advertisers turned to identity as a mechanism to track and measure tactic level performance, however, the proposed surveillance in advertising legislation leaves a lot of uncertainty around using identity for marketing measurement. Because of ecosystem uncertainty, advertisers should consider new approaches to measuring ad or campaign level performance, like using impression level digital data, cohort ad level performance, or leveraging digital signals to understand performance.
- Make marketing insights accessible and actionable. To achieve this, we’ve seen vendors improve the usability of their marketing measurement tools to help companies drive insights in action. Further, channel measurement point solutions — like connected television measurement tools or digital ad technologies — have ad- and campaign-level predictive marketing investment recommendation engines to help media planners make day-to-day media optimization decisions. These UX improvements help marketers elevate and action on their marketing measurement insights into data-driven marketing strategies.
Keep up with the latest trends and recommendations on how to improve your marketing and media measurement strategy in 2022. If you have any questions or would like to share your best practices in marketing measurement and optimization and media analytics, schedule a guidance session or submit a briefing request.