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ewheartingor2022ewheMaretingtendsor202201INTRODUCTION PAGE30102HEYBIGSPENDERS:02MARKETINGBUDGETSFOR22203ANEWMEDIAMIXFOR222:WHT03CHANNELSWILLMARKETERSBESPENDINGON?

PAGE8PAGE1104THEGRETDEBTE:PERFORMANCEVERSUSBRANDINGCAMAIGNS04

PAGE1805CINGHEAWINDS:MARKETERS’TOPCHALLENGES05

PAGE2306CONSUMERSINCONTROL:06USERTTITUDESTARDSAVERTISING

PAGE2701 I01Introductionsotsnasefs.D9sndosalBknt,n-dd-dttsnxet.301INTRODUCTION01etslprerDsaeBlknt,sottedeefetsht.rs,eeesedmocdedmglkde-ewoethsnaefs.tDN,eedotearkteetdtwdttaed0d1sdnemgr.Hweettos-edm’efrgls—dert?Hwmyegermgosrls,hstydtt?dtwi-ceygoew?tsyeedgmtseopsryemssfes—eS,eUK,Gm,,eNlsda—terwhls,lgdsgo2.45501INTRODUCTION01etse,dtoamgdneg:rgtsetoeremtyfms,dtnlshs-ctsdTVgtyfwrsohes.hetagawdfwhre-gr,tlloehtss—ynogn,dwels-giSdeefs.eesrtleuaggfwemgl-cesed,euhetsdpufernwhlsgo2.01 INTRODUCTIONTLDR—THEREPORTTAGLANCEMny:emty)fm’tsetoen2,ht.%ftstoe.tsdsrse-:1.%ftsloledoeerfyrsykh.P.8hetmedam:Btslloetn-ghwmtsdrg-ls.Oteflr,eeelsmslnosndtneteer,ctsdT.P.11umesnt:Degy-s,sltyfrmdrtedr,h%fGmnssgydfdselfyerted.H,%fstedy’ttymfr,getlsmsleedoftdol.P.27601 INTRODUCTIONMETHODOLOGYertsnhedyeffDN.ered0edemsneS,eK,Gm,,elsdatOr1.lhyDNstsmsedn..DNed2GmnstOr1.702s9902MARKETINGBUDGETSFOR202202oksf,eedotartgfwm’tsegfrakytos.eswaenslfesre:l,%ft’leeerten2,h6%tgesedt.%ftse.hmsetn,h%sgertsto.Onerefeem,%fSmssyertstoee—ettflmtsred.Gmystt:%-edtertltyes.Btwhiebudgtsaestoiseorthemajoityfma-ers,figuesintheUK,theUS,IndiaandGemaypaitamoenuanedpicu:ormaer’whosebudgtisstode-ceas,thyllneedotigentheirpursestingsaonside-abeamout—bteen30–%.TheThemajorityofbudgetsareincreasingBudgetUKUIndiaGermanyrancetherlandsIncreasing69%68%71%55%5%58%Decreasing9%16%6%5%1%7%Styingthesame22%16%23%40%%35%03tld?121203WHATCHANNELSWILLMARKETERSSPENDON?03Awrclsraweax.Oteftl-,eeelsmslnosndtneteerg.,cts1.)dTV6..eergdTVeeno-csneltrr,ctrgs-setgwt.Btctsfrttynsfmt—r,s,-edsrlos.ctseloennoeetecedtefd—nae,%fSssdyedeegrgndnact.ylofrcltygnt,derroenTVs,r.gsrls,leahsH,odTVwydepee—gyelnlrtfm’l.03 WHATCHANNELSWILLMARKETERSSPENDON?AAnwmediamixfor2022Outsideofdigitaladvertising,whatarethetopthreechannelsmarketerswillbefocusingonin2022?50%450%42%36%

35%

34%

33%0%20%Mobileadvertising

Podcasts CTV

OOH

Radio LinearTV None1303WHATCHANNELSWILLMARKETERSSPENDON?03Mestlrrmsn:%sdylnotnsl.dneS,osmgae-knag:5%lnotn2.Se?ett—oteefetlst,ttlsholT,htsdhtot3nsyy5.tsloaytted-okltstnaels—dtstsdrdgstsrrm.fegonetwotpdceocm-s,enemeeoex.1403 WHATCHANNELSWILLMARKETERSSPENDON?AAregionallookat2022channels50%60%Outsideofdigitaladvertising,whatarethetopthreechannelsmarketerswillbefocusingonin50%60%0%10%UK USA0%10%

Germany

France NetherlandsMobileadvertisinPodcastsCTV

OOHRadioLinearT

None20%320%30%40%1503WHATCHANNELSWILLMARKETERSSPENDON?03Andwheedoesthiseeagencypartner?Whietheeragemaercueyokswithanerage2.8agenciesthisishighestintheNthelandswith3.,almostthee-quarers(71.)planoinceasetheirspendingonagenciesnxtear—spellinggoodnsortheindustryasawho.genciesinIndiaaestobeespecialyruitful,withahuge2.%fmaersplanningoinceasetheirspendingonagencies.1603 WHATCHANNELSWILLMARKETERSSPENDON?AgenAgenyspendingin2022100%Aremarketersplanningtoincreaseordecreasetheirspendingonagenc100%0%20%UK USA0%20%

Germany

France Netherlands40%640%60%80%IncreaseDecreaseStaythesame1704es04PERFORMANCEVERSUSBRANDMARKETING04rls,eengngttenrmeddmgnsft,sddt.eortstdne?On,edt5.%fmseeo-ednmgfrts—s1.%rr-me-edls.edelseetedngfrts,h%d%e,hGmyysot%.19UKGERMANY

USAFRANCE

INDIANETHERLANDSerferformanceersusbrandingUKUIndiaGermanyrancetherlandsBrandingefforts66%62%62%59%73%71%Performanceefforts30%35%33%7%26%27%Neither4%3%5%4%1%2%04PERFORMANCEVERSUSBRANDMARKETING04Hwdoesthistransleiobudgtsandadspen?Oe-all,maersassignjusterhaf5.)ftheirbudgtsoongembrandingeforts,andthether44.%otheirperomanegoals.,tsshetr—0nre—tceettog-rts..demsnGmyeedetedhmgfrts,elonget—n,%ferltsodcs.COUNTRYAVGBUDGETFORBRANDINGAVGBUDGETFORPERFORMANCEUK56,6%43,4%A56,3%43,7%a54,2%45,8%Gm59%41%e52,7%4,3%ls52,7%4,3%21222204PERFORMANCEVERSUSBRANDMARKETING04etnrmemgsnynetws,wyelselometyroetsts.Ggo2,sleedomeprssftaynerlfrtshecedt-sl.eetrtls,hsTVdHcs,leedotae-me-nh,deeced-tsoeer.Me,edytenddr-meleeyedsskop-hlcsna,te.sseyertrsdgcs,rmrmemgsetsoromys.ewgaftns,htrsgolyeemdtnegfrts,rnnermge.05’p05MARKETERS’TOPCHALLENGES05estyoeetgoew,mseloctesyenero-yk.Ortsedgletsftadegphyelssertots.ssedyygde-nfms,heo-cedGtndeefe-ysgekec—merd.Exls,hsDsdels,enyt%.sdnttsec-yctgedfec—tyeedfentwyycntermge,nexeesednsedrelttos.2405 MARKETERS’TOPCHALLENGESacingchallenges50%550%

50%

Whataremarketerstopthreebiggestchallengesatthemoment?43%38%28%25%15%0%20%Managinglargeamountofdata

Keepingupwithprivacyregulations

Hiring&retentionoteammember

Jugglingperformanceandbrandinggoals

Lackbudget

Lackofcommunicationbetweenteams

ExternalfactorssuchasCOVIDregulations

Idon’thaveanychallengesatthemoment2505MARKETERS’TOPCHALLENGES05Maersaealsothinkingabotwide,moestrucuralissues,andhwoaddessthem.Whenasedabottheirbiggesto-cuseswhenitomesobrandpuposeandiegit,1.%fespondetsnamedincusvitywithinaertising,poductandtheirompa,oledysustainabilit.ectingonsum-er’dtaomesinthidpla,with5.%.Thisisineepingwitheetoerstionsbthwithintheindustryandsocitytlag.2606r282806USERATTITUDESTOWARDSADVERTISING06eedom’sdsr2,tesereol?eedotearktwm’lsedhrms,dedDNstsmopslGmnsnec.sfssaepeoeGmnmt,daecgf-rssr.emet?Degys,sltyfertedr:%f-sfdrglsgstst,d%sdydfdselfyerted.Btetslowt%fs’ttymfr,gelsm-sleedoftdol.rseeos,eerso2ddleofdetxten-ydsn,eyneefiSsdedfrtys.292906USERATTITUDESTOWARDSADVERTISING06gtlsftrmgl,TVstn:%syytTVset.ssnp-tom’eaxr2,eTVsetoeetedrms.Detmlslolrt%,edyyo,htlsgntt%.eTVseeted,ylorset—%edtertgmf-.snsds,dfrmenedddl.AGEGROUPMOSTTRUSTECHANNELMOSTIRRITATINGCHANNEL82INFLUENCERMARKETINGEMAILMARKETING35TVADSEMAILMARKETING6–TVADSADSONWEBSITES/MOBILE6–9TVADSTVADS06USERATTITUDESTOWARDSADVERTISING06THEFUTURELOOKSBRIGHMseorogned-ts,tygdgoet’ees.Btsecyetfec,delryslol,tsrosyt1sdamcfetnemglc.dees:dd—rnlsrs—sg,lseTVdctsfrgwdmtshhot,dm-seyghrttld-lsettydt.H,hasdg,eeyoeectsrlynedfr-mem.stloeeelrmsgeodm.Btelotrgoeetrmys,tsttr-mesdm:heedokntmdettec.tsyeen-fttn2,leeddrmegney,dtgfrts—hsTVdHcs—ltrtgae-me-nh,dgeced-tsoeer.30Andthasawrap!greeorrwh?nwNnptrsAndthasawrap!tos

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