Page 10 - AeM_November_2022

RESEARCH, ANALYSIS & TRENDS

Kantar predicts new viewing behaviors,

audience targeting strategies and

dynamic product placement

Kantar unveiled Media Trends and Predictions • VOD embraces appointment TV strategies –
2023, its annual forecast of how the media Marking a new chapter for the TV and video mar-
landscape will evolve in the coming year. ket, the winners in the platform wars will deploy hy-
brid strategies balancing VOD and linear content.
The leading marketing data and analytics company has Broadcasters are adopting aspects of VOD strategy
a unique and comprehensive understanding of how that fit their positioning whilst preserving their points
people think, feel and act globally and locally in over 90 of difference, and VOD platforms are adopting con-
markets by combining its deep domain knowledge, data cepts like “appointment TV” and curated content
resources and benchmarks, as well as innovative ana- discovery. The market will shift away from all-at-
lytics and technology. once release strategies and box-set bingeing for
new content to maximize revenues.
The company’s latest report provides a definitive over-
view of upcoming trends in the media industry, using • Ad-supported models answer to inflation wor-
Kantar's market-leading data alongside evidence-based ries – Market penetration for ad-based video-on-
predictions and expert viewpoints. The insights will help demand (AVOD) grew from 20% in Q2 2021 to 23%
media companies and brands navigate 2023 and plan as shown by Q2 2022 US data. Kantar's Media Re-
for the future. Focusing on new video-on-demand actions 2022 study shows consumers are more ac-
(VOD) models, soaring costs, data usage and new cepting of advertising, and as rising costs are mak-
technologies, Kantar's experts predict: ing ad-funded content more palatable. The timing is

10 November 2022: Video & Visual Marketing