Even in a slowing economy, consumer behavior in the media evolves at a certain pace. Everywhere we look we see diversification and convergence – content platforms adding commerce and commerce platforms adding ads and content, all trying to find new ways to engage and monetize. We see a battle between the tech giants, with marketers wanting to make platforms accessible through technologies for programmed ad placement. We also see the growing importance of content and quality.
It’s more important than ever for brands to craft relevant messages that resonate with their audiences. Economic uncertainty always breeds creativity in business and the media. Previous cycles have boosted radio, TV and social media, and soon we will likely see the emergence or acceleration of channel communication. The need for cost savings and efficiency is also a driver of change, including the rise of funded ads on commerce sites looking to further monetize through ad sales – and a greater need to measure the attention consumers pay to advertising. .
The year 2023 brings changes to the content people consume, how they consume it and how brands can increase the attention their own content attracts. Digital commerce is evolving, including the growing importance of commerce sites in the advertising ecosystem and the ways brands can minimize the disruption caused by opting out of third-party cookies. Media can build community like never before, but the way it works is changing. Brands need to be aware of these changes to optimize their own performance.
We spend a large part of our leisure time consuming content. The pandemic has accelerated the shift to digital platforms, especially in video-on-demand and games. Now we see evolutions in these services and forms of content, with streaming services eager to add advertising as a new revenue stream, consumers interested in reducing their subscription spend and games being added, and more services to increase engagement. Everyone is looking for audience attention, including advertisers who now have new ways to quantify it in their ad spend.
For William Swayne, Chief Client Officer of Dentsu International, “Media continues to evolve at the same pace as changes in consumer behavior and new technologies, creating opportunities to find new avenues for growth. Every economic downturn has led to the creation or accelerated adoption of new media, be it radio, TV or social media, and in the coming months we should all be keeping an eye on what comes next.”
Games are increasingly common, and websites and apps are adding them as a way to attract more users, more often.
Netflix has always had an eye on gaming. The platform has developed several shows directly inspired by video games, and in January 2019 even described Fortnite as a bigger competitor than other streaming services. It’s not surprising that Netflix has started integrating games based on its titles like Stranger Things and unrelated ones like Rival Pirates. The company also moved to include on-screen gaming, taking advantage of the interactivity available online and on connected TVs. In April 2022, it introduced a month-long interactive daily quiz.
Games are also starting to invade TV. In June 2022, Samsung introduced an Xbox app for its smartphones and TVs that allow viewers to play a selection of non-Xbox games. Users need to buy a controller to connect to their sets, but can then play games like they have a console.
Social apps are also turning to gaming content. Games were part of the Facebook experience early on, with titles like FarmVille becoming popular with users for a few years and appearing in the feed until Facebook changed its algorithm. Now, two leaders in mobile apps, Snapchat and TikTok, are introducing games as a way to engage more users.
Try using games as a channel and content format, and ask the question, “What level of engagement is right for your consumers?”
Source: Dentsu Media Trends 2023.
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