IAB Spain has presented the 2022 annual edition of its "Top Digital Trends" report, prepared with the collaboration of the main IAB Spain Work Commissions and sponsored by the partner Adevinta Spain. The report analyzes the keys to business in 2022 related to the following disciplines: Digital Audio, Branded Content, Data, Digital Out Of Home, E-commerce, Esports, Legal, Influencer Marketing, Affiliate Marketing, Programmatic, Native Advertising, Networks Social, Connected Television (CTV) and Online Video.

digital audio

In 2022 the freemium market (users who consume advertising in exchange for a free service) will continue to grow. Also, with the rise of audio during and after the pandemic, brands are beginning to understand that they must create their sound branding and incorporate a 360º audio strategy (podcast, social audio, ads). It will also highlight the increase in Synthesized Voices for Dynamic Ads DCO (dynamic creative optimization) for facilitating the production of large-scale advertising to generate said dynamic ads (DCO) that speak to the user of their specific context.

branded content

NFTs (Non Fungible Token) will land in branded content strategies. Based on the Ethereum blockchain technology (one of the most important cryptocurrencies in the world), NFTs allow any digital content to be tokenized by means of a certificate of authenticity that identifies them as unique, unrepeatable and non-exchangeable digital assets. This will open up new communication possibilities in storytelling and customer interaction so that brands can carry their messages and even generate revenue in a new way. In addition, new scenarios will appear in which to develop branded content campaigns. Two channels where brands are going to have to adapt their content to reach their audience are TikTok and Twitch, given the large amount of time the audience spends consuming their content.

Data

Given the incipient disappearance of 3rd party cookies, advertisers will look for any option to have a greater direct relationship with consumers and this means having a customer data platform (CDP) that allows them to unify the user experience. Users will also be more open to sharing their data or allowing tracking as long as it adds value and allows them to have an improved experience that is the basis of the content generated by users through different social networks.

DOOH (Digital Out of Home)

2022 will mean the consolidation of the programmatic channel in DOOH in terms of campaign volume, and the integration of additional data in the DSPs will be accelerated, which will allow campaigns to be contextualized and targeted more effectively. This data articulated through DMPs, together with the disappearance of third-party cookies and "zero person data", will generate new opportunities under the "context is 2ing" paradigm and will provide higher efficiency ratios than those obtained so far in these types of campaigns. In addition, the combined use of DOOH and mobile will allow, on the one hand, to achieve higher levels of audience knowledge and, on the other, to measure in greater detail the performance of DOOH campaigns in terms of visits to physical stores, digital stores, or digital engagement. . All this will be possible with the development of new measurement models and attribution of results.

Ecommerce

This year more and more brands will ensure that every point of contact with consumers is an opportunity to end in purchase. Not only will investment in retail media increase, which is no longer aimed solely at conversion goals, but also the big media players already offer commerce solutions. In addition, social media will no longer be conceived without social commerce, because influencers already influence purchases without leaving Facebook, Instagram, Twitch, TikTok, etc. On the other hand, the BNPL (buy now pay later) will be consolidated by the main players and these new players will offer payment options not previously available, so an increase in the CRs of online campaigns could be expected.

eSports

The phenomenon of the metaverse, versatility. the rapid adoption of NFTs, and the involvement of communities with their teams thanks to FAN TOKENS, will present great opportunities for brands. Endemic eSports companies will be able to grow in points of interaction with their communities and non-endemic brands will be able to carry out specific or longer-term activations with these communities, offering great brand experiences while introducing their values ​​and products in this territory. and hearings. In addition, we will see more and more protagonists of the world of eSports in actions or content more focused on gaming or pure entertainment than in the competitive world. This is going to happen both with clubs and with content creators and competitions that will complement their actions in competitions with more casual content.

Legal

As far as the General Audiovisual Communication Law is concerned, the Spanish regulations are in the draft legislative phase and come from the transposition of Directive (EU) 2018/1808. A prompt application of the regulations is expected, which has already been approved by the Council of Ministers and sent to Congress, where it could undergo the latest modifications. In general terms, the regulation will provide greater flexibility to the quantitative limits of linear television advertising with respect to the previous regulation but which, in turn, in its current wording, would impose stricter requirements than the Community Directive. One of the newest aspects of the standard is its application to video sharing platforms.

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Influence Marketing

This year we will see how a collaboration model based on performance is consolidated. A new type of relationship will begin in which brands will pay based on the number of clicks, impressions, interactions or even conversions achieved by the influencer during the collaboration. In addition, we will see how the drop in fees produced after the confinement by COVID-19, has been overshadowed by a multi-digit rise. The average fees of influencers have increased between 30% and 40% and this will be reflected as a trend in 2022. It is remarkable how with the rise of Twitch came the payment for 'loyalty'. The platform offers a direct and close relationship between content creators and the public that will make it stand out from the rest of the platforms due to the great loyalty of its users, who choose to pay a subscription despite being able to access the content of their favorite influencers for free. . In 2022 this trend will continue.

affiliate marketing

We will see an increase in Brand-Brand collaborations in affiliation this year to generate synergies by creating value for their audiences from complementary products or services. In affiliation this will imply the rapid incorporation of a brand as a sub-affiliate of another to sell their products online through collaborations and receive a commission for it. In addition, artificial intelligence will be positioned as a cornerstone of affiliate marketing campaign development and will be a trend in 2022.

Programmatic

Given the elimination of third-party cookies in Chrome, the focus will be on measuring the efficiency of campaigns with the development of our own attribution models. In addition, investment in the development of Adtech and Martech technologies will increase, trying to unify data from all sources, in order to trace the impact on customers through all points of contact, that is, to unite own means with those of payment. to do so multistep campaigns on customers.

Native Advertising

When it comes to native advertising, context will become increasingly relevant, not only in terms of targeting, but also in terms of the environment in which the ads appear. In this sense, native advertising will offer a unique opportunity in 2022 in terms of contextual efficiency (what surrounds an ad and at what precise moment the ad is presented to the user), something that is becoming increasingly important.

Social media

In 2022, achieving relevance through the creation of trends in content will be the workhorse of brands with a presence in social media. In this sense, TikTok stood out last year for its ability to create audiovisual trends, therefore, we will see how all the platforms will continue to sharpen their ingenuity to be the most creative in terms of generated content. On the other hand, the metaverse is making its way as an evolution of social networks. There are three main components to this evolution: the speed at which technology changes, changes in social behaviors, and trends related to this world. In this sense, this year we will experience the era of virtual goods (NFTs), AR (Augmented Reality), data collection, virtual influencers through avatars and the creation of content by users as an experience similar to gaming.

Connected TV

Thanks to the large content platforms such as Movistar+, Netflix, HBO Max or Amazon Prime Video, among others, during 2022 we will witness the appearance of new forms of exploitation of the large audience that these platforms are managing. New ones will appear based on advertising models and content consumption will continue to increase. This will create a huge opportunity for advertisers who may not have been able to purchase inventory on the impenetrable SVOD (Subscription Video on Demand) platforms and allow them to create effective omnichannel marketing campaigns.

online video

In 2022, the strategies will be very focused on the different types of consumption that users carry out, adapting, for example, the duration of the ad depending on the device where it is consumed or adapting the creatives to vertical formats for smartphones. Thanks to the increase in the consumption of audiovisual content on subscription and free platforms on Connected TV, the growth of online video is unstoppable. In addition, according to the Annual Online Video Study 2021 by IAB Spain, 97% of Spanish Internet users already consume online video. For this reason, it will be essential for brands to provide "video shopping" capabilities to their sites if they do not want to progressively lose sales from their direct channel in favor of social networks and marketplaces. Thus, any brand with a digital presence can create its audiovisual channel and put a face and voice to its products and services.