2021 YEAR IN REVIEW - Havas Edge
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1 2021 YEAR IN REVIEW
As the year 2021 comes to a close, we look back and see the many new and emerging
trends that have been born out of advancements in tech, a pandemic, privacy concerns, and
much more. Such advancements may be great for consumers, such as higher privacy and
availability of information, while others such as the upcoming removal of third-party cookies
could hinder the customer experience and marketers' ability to achieve profitable outcomes.
No matter the trend, information and the ability to accurately analyze it will remain a top
priority for advertisers moving into the future. Within these slides is a look back on emerging
trends of 2021 as well as a glance forward into 2022. We at Havas Edge are blessed to have
had such an amazing year and are excited for what is ahead!3 2021
4
DIGITAL SPEND INCREASED NEARLY 16% IN 2021
Breakout of US digital ad spend, by segment, at current prices, 2018-21
180
$162B
160 15.9%
$139.8B
140 12.2%
$124.6B
120 $107.5B 15.9%
$ Billions
100
Other
80 Digital Video
Display
60 Search
40
20
0
2018 2019 2020 2021
Source: Mintel Reports5
AUDIO STREAMING UP, RADIO DOWN
% of Individuals Who Listened to “X” in the Last Week
100%
80%
Terrestrial Radio
60%
Streamed Audio
Podcast
40%
20%
0%
2013 2014 2015 2016 2017 2018 2019 2020 2021
Source: PewResearch6
INFLUENCER
Engagement Rate By # of Followers
8% Marketers have begun heavily
leveraging micro-influencers in
their campaigns. With micro-
influencers, brands can
6% achieve high levels of
ItsLivB
engagement at a fraction of the
cost of celebrity endorsements.
4%
102,544 Followers
Estimated Cost Per Post
$308-$513
kimkardashian 2%
0%
177M Followers7
2021, TIME SPENT: TV
Streaming Network & Cable Streaming could
accounts for TV still reigning reach as much
26% of all time king and as 33% of time
spent on TV account for 64% spent in the
of time spent coming months
Source: Nielsen8
PERCEPTIONS & PREFERENCES IN ADVERTISING
SKIPPING ADS SOCIAL RECALL PERSONALIZATION
Podcasts have one “While the majority of
of the highest skip consumers agree
rates of any other Social media ads have that advertisements
ad channel been touted as the are a necessary part
having the highest of the internet, they
Although skip rate mental recall amongst would like the ability
is high, consumers consumers to have more control
are likely to have a over what ads they
positive perception experience” (Mintel)
of ads on podcasts
Source: Mintel Reports9 2022
10
MEDIA CONSUMPTION 2022: CONSUMER ESTIMATES
In The Next 6 Months, Will You Watch/Listen More,
Less, Or The Same Amount of “X” Media
60
The Podcast Boom
50
53% of individuals
surveyed believe that
they will be listening to 40
more podcasts over the
next 6 months
30
EXTRA-EXTRA
Read all about it! 20
It’s LIVE!
Over 30% of those
90% of traditional TV surveyed are looking to
viewers believe they will 10
consume more print
watch the same amount, media including
if not more, of such newspapers, books, & 0
programs. magazines Traditional Digital Podcasts / Streaming Newspaper Books Magazines
TV Video Audio Music
Books
More No Change Less
Source: Mintel Reports11
2022 CTV ESTIMATES
80% OVER 4 60% OVER
of households will
have at least one
devices in the
average home will be
of the US population
will be CTV users $19B
CTV device connected to the
will be allocated to
internet
CTV ad spend
MORE HOUSHOLDS MORE DEVICES MORE VIEWERS MORE MONEY
01 02 03 04
Source: Emarketer, Simplifi12
ADOPTING HOLISTIC TV STRATEGIES IN 2022
89%
100
80
of advertisers believe that linear &
streaming should be managed 60
holistically
40
20
76% 0
“TV” is now defined Upfronts need to be Achieving cross-
as linear &
streaming.
more data-driven. platform TV
All forms of TV,
including linear &
Upfronts need to be
more flexible &
measurement is a streaming, should easier to transact
of buyers believe that linear & CTV leading priority for be sold on across both linear &
should be grouped as “Television” my company/clients. impressions streaming
Completely Agree Somewhat Agree Somewhat Disagree Completely Disagree
Source: TVSquared13
INFLUENCER
GAMING YOUTUBE BRANDS/SHOPPING MACRO/MICRO
2.9 billion gamers entering 47% of US consumers feel Consumers are trusting Although macro-influencers
2022 personal connections to their favorite creators to cast enormous nets over
brands used by their find new favorite brands. their large following,
46% of gamers are now
favorite creators Brands utilize influencers to advertisers in 2022 will be
female
Brands are seeing massive drive tremendous amounts heavily leveraging the
The rapid rise in viewership fractional cost and higher
awareness and viewership of branded searches,
offers new platforms for engagement of micro-
reach lifts using macro & sometimes 10X over
advertiser/influencer influencers
micro content creators baseline
relationships
Source: Think with Google 1,2,3. Influencer Marketing Hub 1,214
DIGITAL
MILK & ZER0- FACING THE
COOKIES PARTY UNKNOWN
Google will begin Zero-party data is Browsers will begin
removing cookies info given voluntarily offering different
in 2022 by consumers levels of analytics
Marketers will need to Data can be bought & Differing data will
find new ways to sold via collection lead to inconsistent &
target without cookies services skewed site data
2022 will likely see Will likely be highly Clean data will be a
the rise of zero-party leveraged to continue rare and valuable
data a seamless CX commodity in 2022
Source: Goodway Group, Digiday, StatsCounter, Toolbox15
COLLECTING DATA IN A COOKIE-LESS WORLD
2021
WHERE WE ARE
2022
WHERE WE ARE
2023
WHERE WE WILL BE
HEADING
3rd party data (“cookies”) Add: Zero-party data Zero-party data
+ + +
1 party data
st 1st party data 1st party data
+
Phase out: 3rd party data
Source: Toolbox16
INCREASING NEED TO CONFIDENTLY AND ACCURATELY
MEASURE ROI WHILE SCALING CAMPAIGNS
Among Those Planning To Increase Budget,
DIGITAL
Who Is Confident They Can Measure ROI
80%
60% appears to be the most
controversial when it comes to
40% confidence in measurement
20%
0% LESS THAN
10%
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o
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Very Confident Not Very Confident
Source: Nielsen Annual Marketing ReportA WORD FROM OUR DIRECTOR As we look to 2022, we are energized by the new opportunities that will sprout up from the evolving media landscape. Havas Edge has seen and will continue to deliver success for our clients by being a collaborative, flexible, and forward-thinking partner, which is the blueprint to success in a shifting media environment. We take an audience-first approach to determine the most effective media channels for your brand, while continuously and meticulously optimizing based on performance. Contact me today if you would like to hear more about how we can accelerate profitable outcomes at scale for your brand. Best, Allie Wiggins Director of Growth, Havas Edge
18 THANK YOU!
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