For marketers and research professionals, the ever-changing media landscape can be both inspiring and overwhelming. We don’t just need to understand it, we need to use our know-how to point decision-makers in the right direction and make the most of their budget. This will be critical in the months ahead, now that business priorities have generally shifted from growth to profit.
Many brands share the same challenges: they’re trying to reach as many people as possible, select channels with the best ROI, engage niche fanbases on a more personal level, adapt their creative for different platforms, and leave room to experiment on up-and-coming spaces. You’ll find tips on all this, and more, in this latest report from GWI, always a great source of useful stats and data.
Key insights
Broadcast TV still commands the greatest share of total TV time
It’s true: broadcast TV has less reach than it used to, and free ad-supported streaming TV (FAST) models are stepping up. But it’s still ahead of streaming sites for average time spent watching it, is a trusted advertising channel, and a great means of reaching certain audiences.
AI platforms are one of the top three ways Gen Z search online
The only generation to pick social media over search engines when doing product research, Gen Z clearly like personalised results. Brands should future-proof their strategies by investing in AI, especially as people find more reasons to use it.
POC are more receptive to influencers, and less to ads, than average
People of color (POC) are less likely to say traditional ads are relevant to them, which suggests they don’t adequately reflect their experiences just yet. Influencer partnerships can help bridge this gap, and targeted marketing campaigns can be informed by them.
There’s been a rise in people wanting ads to include discounts
With money tighter, more people want ads to offer discounts. Meanwhile, consumers have grown less responsive to those featuring CSR efforts. Purpose-driven campaigns are the best option for some brands, but that decision should be informed by audience data.
Survival/horror players are most excited about gaming luxury collabs
Luxury and gaming partnerships are a winning combo. Whether it’s virtual fashion items, esports merchandise, or gaming accessories, there’s demand for it – especially among certain types of gamers.
