TABLE OF CONTENTS

image

TREND #1

THE ‘DOUBLE BOTTOM LINE’: VALUING PROFIT AND THE PLANET

Brands will be increasingly required to deliver not only on traditional growth metrics but also on a clearly identified framework for sustainable practices.

image

TREND #2

CLOSING THE EFFECTIVENESS GAP

Driven by a variety of factors, marketers are exploring new ad metrics which could blur boundaries between short- and long-term measures of advertising.

image

TREND #3

RECALIBRATING LIFE: THE POST-LOCKDOWN CONSUMER

Post-lockdown consumers are rethinking and evaluating their lifestyles, creating new opportunities for marketers who can adapt rapidly to these changes.

image

TREND #4

SOCIAL COMMERCE AND THE CREATOR ECONOMY

Brands can benefit from working with content creators on various platforms as they increasingly become empowered, with fan followings important to enabling platforms.

image

TREND #5

THE COLLISION OF BRAND AND E-COMMERCE

Rapid digital growth is creating new opportunities to optimise brands for an e-commerce environment, if brands can effectively align marketing and e-commerce teams.

image

WARC DATA PREMIUM

WHERE IS THE MONEY GOING?

Three companies – Alphabet, Meta and Amazon – are on course to account for more than half of an advertising market worth $1trn in 2025

SHARE THIS REPORT

© Copyright WARC 2022. All rights reserved.