The best performing media for the publication of the campaign in 2022

2022 will be a historic year for digital advertising. However, these are GroupM’s forecasts, as this market will cross the symbolic bar of $ 200 billion in spending this year for the first time in the United States. Even in France the e-pub is not experiencing the crisis. Last year the French market recorded an increase of + 24% compared to 2020 to reach a figure, even a record, of 7.7 billion euros according to a study conducted, this time, by the company Oliver Wyman.

The health crisis and its corollaries, subsequent confinements and the development of remote work, have clearly acted as a particle accelerator in this sector. This does not necessarily mean that advertisers have suddenly doubled their marketing budget, but rather that they are dedicating a larger share to the online advertising industry. Of course, these investments aren’t made with wet fingers. One of the properties of online advertising is its ability to measure the actions it generates through tracking and analysis. For each campaign, a company must be able to know which actions lead to the conversion. In 2022, the ROI of digital activations is an essential indicator, because it explains what each audience brings to the act of purchase. For this year, three pillar formats appear to be emerging from the crowd with advertisers to best perform their digital activations.

Video, the essential display format

Unsurprisingly, video has seen strong growth in 2021 compared to the previous financial year, + 46%, and represents almost half of the display in terms of investment by advertisers. Among the different formats, it is important to note that “the influence”, in other words, a video inserted in another video streamed is increasingly appreciated by brands. And rightly so, because internet users are increasingly demanding and consume videos. Just look at the huge excitement around Instagram Reels, the exponential success of TikTok, which only works in this format or even YouTube data in 2021. Last year, a French internet user aged 25 to 49 has watched an average of 31 minutes of video per day on this network.

However, to deliver relevant and impactful content, a video must meet certain criteria. For example, to meet the requirements of different networks, it must be multi-format and the content must be available in landscape, portrait and square format. Similarly, subtitles have also become a standard, as on the mobile Internet users very often scroll through networks without sound. Subtitles then allow you to quickly get an idea of ​​the content. The duration should also be short, no more than 1 minute and 30 seconds, and this is also a maximum. This doesn’t mean that an advertiser just has to integrate snacks into their content strategy. Sometimes, it may be relevant to reject in the form of a short video trailer, a longer video.

Photo credit: Unsplash / Joshua Earle

Used in this way, video has a natural affinity for a successful branding or awareness campaign. However, this is not the only string to his bow. According to Google, more than half of internet users who make a purchase do so, in particular, after viewing video content. It’s a tangible fact, video is also an effective lever for acquisition and conversion campaigns. Thanks to augmented reality or the integration of purchase buttons, for example, it is possible to create more interactive videos and thus expertly mix e-commerce and content.

Audio, a sensational return

At the same time, the digital audio sector is seeing the greatest growth in the display sector between fiscal years 2020 and 2021 with an increase of + 58%. With nearly 34 million monthly listeners in France, audio, and in particular the spearhead of the podcast, is a booming sector that offers increasingly diverse and innovative content. However, you shouldn’t object to audio and video in your content policy, they are two complementary formats in a marketing strategy. In a context where consumers are demanding more authenticity and closeness of a brand, audio is a great tool to humanize its storytelling. The voice, the stories, the conversation are new ways of telling the world, thus creating an intimate and solid relationship between an Internet user and a brand. It is a format that is truly part of a movement, this time, of slow content, where quality takes precedence over quantity. By participating in a program or creating or sponsoring a podcast, a brand can talk about a CSR topic, highlight their employees, or even present themselves as an expert in their field of business.

Audio allows you to set up a more engaging communication, as this format is based on active listening which requires both concentration, but sometimes also imagination. Conducted in 2020 by the CSA, a study specifies that 87% of weekly listeners of this format believe that digital audio is a good means of communication for a company. And even 78% indicate that they would like to listen to audio content created by a brand they appreciate. In addition to storytelling, using and analyzing KPIs such as ad execution and impact, audio also offers interesting possibilities in terms of targeting and thus drive-to-store.

DOOH, a unique interaction format for capturing a specific audience

While participation in outdoor venues is finally (fingers crossed) back to normal, DOOH, for Digital Out-Of-Home, is once again becoming a popular format for advertisers after a logically bleak 2020. According to the ACPM, the alliance for the press and the media, in the first half of 2021 there would have been about 389 campaigns in France for a total of 490 million commercials, or double compared to 2020 for the same period. While for this year in the world, 81% of advertisers plan to use DOOH for their marketing and advertising campaigns.

This great momentum can be explained by several factors. First, compared to other levers, DOOH is currently a less expensive, data-rich and non-intrusive format, by the way. The wealth of data allows, for example, the advertiser / agency to opt for a strategy of “try and learn”. In fact, the attention rate can be surprising depending on the audience, and the brand may consider adapting their targeting criteria. On the other hand, measuring performance is certainly more complicated than on the display. However, while cookies allow advertisers to determine who has seen their campaign on the web, the data is not entirely absent from DOOH. DOOH makes it possible to carry out approaches in relation to geo-localized data (points of interest, places of frequentation, etc.) or in relation to socio-behavioral data, for example interests and consumption patterns in a shopping center.

So in terms of creativity, DOOH harnesses the full potential of the video format in real time and sometimes interactively. Thanks to programmatic, this medium also allows total flexibility to target an audience with precision. And, according to a study by media audit specialist Ebiquity, the formats that are best able to target a specific group of consumers are those that have the best long-term sales results. As you will have understood, in an omnichannel marketing strategy, DOOH fits perfectly with other levers and generates an excellent return on investment thanks to its targeting and proximity.

While this digital outdoor format has already become standard in transit and waiting areas (shopping malls, bus shelters, subways, etc.), the advertising agency DooH it is innovating by offering media agencies and advertisers the Digicab. With this unique and innovative solution, it is possible to integrate the wait marketing logic in taxis and VTCs by exploiting the advantages of DOOH. Thus, during the journey, passengers can recharge their smartphone for free, viewing content adapted to their person, via a tablet. To carry out this contextualization, Digicab uses an artificial intelligence capable of identifying the user’s profile, according to different targeting criteria chosen upstream by the agency or advertiser. For example, socio-professional category, age, gender or even geolocation. This unique approach erases the feeling of overwhelm that can sometimes generate wrong or untargeted advertising. You must have seen the RedBull campaign, only airing Thursdays, Fridays and Saturdays after 5pm, to reach a young audience (18-35 years old).

Low cost, intimate and intimate relationship, precise targeting, video format, flexibility to activate a message at the right time … Digicab capitalizes in a solution the many advantages of the most efficient media in 2022.

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