{"id":1016,"date":"2022-06-20T11:01:27","date_gmt":"2022-06-20T11:01:27","guid":{"rendered":"http:\/\/axismobi.com\/blog\/?p=1016"},"modified":"2024-07-30T04:17:16","modified_gmt":"2024-07-30T04:17:16","slug":"anz-digital-advertising-strategy-2022","status":"publish","type":"post","link":"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/","title":{"rendered":"Strong Digital Advertising Strategy Guide for ANZ in 2022"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/#1_Addressable_programmatic_advertising_will_continue_to_exist_in_the_future\" >1. Addressable programmatic advertising will continue to exist in the future.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/#2_First-party_data_will_drive_advertising_strategies\" >2. First-party data will drive advertising strategies.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/#3_Improved_contextual_targeting_will_be_a_game-changer\" >3. Improved contextual targeting will be a game-changer:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/#4_Business_data_will_take_centre_stage\" >4. Business data will take centre stage.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/#5_Retail_media_will_drive_point-of-purchase_profitability_and_performance\" >5. Retail media will drive point-of-purchase profitability and performance.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/#6_Ad-supported_entertainment_streaming_services_will_continue_to_grow_in_popularity\" >6. Ad-supported entertainment streaming services will continue to grow in popularity.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.axismobi.com\/blog\/anz-digital-advertising-strategy-2022\/#7_The_growth_of_eCommerce_will_fuel_the_open_internet\" >7. The growth of eCommerce will fuel the open internet.<\/a><\/li><\/ul><\/nav><\/div>\n\n<p class=\"has-medium-font-size\">As COVID-19 remains in most countries, digital and e-commerce sales accelerate, and Google moves toward ending support for third-party cookies in 2023, 2022 will be a critical year for marketers. This is causing marketers to reconsider their first-party data strategies to ensure addressability for the foreseeable future.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Regardless of the uncertainties, it is clear that privacy and testing of first-party data-driven solutions will be top priorities for marketers and agencies worldwide.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Here are seven predictions to help<strong> <a href=\"https:\/\/en.wikipedia.org\/wiki\/ANZ_(bank)#:~:text=The%20Australia%20and%20New%20Zealand,company%20headquartered%20in%20Melbourne%2C%20Victoria.\" rel=\"dofollow noopener\" target=\"_blank\">ANZ<\/a><\/strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/ANZ_(bank)#:~:text=The%20Australia%20and%20New%20Zealand,company%20headquartered%20in%20Melbourne%2C%20Victoria.\" rel=\"dofollow noopener\" target=\"_blank\"> <\/a>marketers develop a robust digital advertising strategy for 2022:<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><span class=\"ez-toc-section\" id=\"1_Addressable_programmatic_advertising_will_continue_to_exist_in_the_future\"><\/span><strong>1. Addressable programmatic advertising will continue to exist in the future.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/axismobi.com\/blog\/wp-content\/uploads\/2022\/06\/post-1-26-1024x1024.jpg\" alt=\"Addressable programmatic advertising will continue to exist in the future, digital advertising, online advertising, digital marketing ads, advertising strategy, media advertising, digital marketing advertising\n\" class=\"wp-image-1023\" title=\"Strong Digital Advertising Strategy Guide for ANZ in 2022\"\/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">While there is no single solution for addressability, marketers will test various solutions this year, including activating their first-party data and enhanced contextual targeting solutions, to see which ones work best for their business needs.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><span class=\"ez-toc-section\" id=\"2_First-party_data_will_drive_advertising_strategies\"><\/span><strong>2. First-party data will drive advertising strategies. <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/axismobi.com\/blog\/wp-content\/uploads\/2022\/06\/post-2-36-1024x1024.jpg\" alt=\"First-party data will drive advertising strategies, digital advertising, online advertising, digital marketing ads, advertising strategy, media advertising, digital marketing advertising\n\" class=\"wp-image-1020\" title=\"Strong Digital Advertising Strategy Guide for ANZ in 2022\"\/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">Marketers believe that access to first-party data will be critical in marketing in the coming years. With ongoing changes to privacy regulations and evolving addressability implications, marketers will continue to prioritise gathering as much first-party data as possible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><span class=\"ez-toc-section\" id=\"3_Improved_contextual_targeting_will_be_a_game-changer\"><\/span><strong>3. Improved contextual targeting will be a game-changer:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/axismobi.com\/blog\/wp-content\/uploads\/2022\/06\/post-3-30-1024x1024.jpg\" alt=\"Improved contextual targeting will be a game-changer, digital advertising, online advertising, digital marketing ads, advertising strategy, media advertising, digital marketing advertising\n\" class=\"wp-image-1021\" title=\"Strong Digital Advertising Strategy Guide for ANZ in 2022\"\/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">Contextual targeting is experiencing a renaissance due to growing privacy regulations, consumers wanting more control over their data, and its enormous potential as a future addressable solution. However, its reputation as an ineffective advertising solution persists for a good reason. Previously, contextual advertising was good at placing messages in contextually relevant environments but not so good at targeting buyers. For example, someone reading the latest NRL news may not be interested in purchasing a rugby ball.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Marketers can now upgrade traditional contextual marketing campaigns with commerce intent signals to better target customers who are more likely to make purchases and reduce ad spend inefficiencies, thanks to technological advancements and rich first-party data, which sees over US$900 billion in eCommerce sales annually (3X that of Amazon).<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Marketers can now supplement traditional contextual marketing campaigns with commerce intent signals to better target customers more likely to buy and reduce ad spend inefficiencies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><span class=\"ez-toc-section\" id=\"4_Business_data_will_take_centre_stage\"><\/span><strong>4. Business data will take centre stage.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/axismobi.com\/blog\/wp-content\/uploads\/2022\/06\/post-4-13-1024x1024.jpg\" alt=\"Business data will take centre stage, digital advertising, online advertising, digital marketing ads, advertising strategy, media advertising, digital marketing advertising\n\" class=\"wp-image-1019\" title=\"Strong Digital Advertising Strategy Guide for ANZ in 2022\"\/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">The growing importance of first-party data, combined with the eCommerce boom, has resulted in a rapid increase in the use of commerce media. Commerce media is a novel approach for <a href=\"http:\/\/axismobi.com\" data-type=\"URL\" data-id=\"axismobi.com\" target=\"_blank\" rel=\"noopener\">digital advertisers<\/a> that combines large-scale commerce data and intelligence to engage consumers throughout the shopping journey, allowing marketers and media owners to drive commerce outcomes (sales, revenue, leads).<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Commerce data enables marketers to reach their most valuable customers more effectively by identifying patterns of interest and purchase intent that enriches audience targeting and improves product recommendations to customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><span class=\"ez-toc-section\" id=\"5_Retail_media_will_drive_point-of-purchase_profitability_and_performance\"><\/span><strong>5. Retail media will drive point-of-purchase profitability and performance.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/axismobi.com\/blog\/wp-content\/uploads\/2022\/06\/post-5-11-1024x1024.jpg\" alt=\"Retail media will drive point-of-purchase profitability and performance, digital advertising, online advertising, digital marketing ads, advertising strategy, media advertising, digital marketing advertising\n\" class=\"wp-image-1018\" title=\"Strong Digital Advertising Strategy Guide for ANZ in 2022\"\/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">While retailers&#8217; online sales have increased in the last two years, profitability remains a challenge, which is where retail media will come in. Retail media \u2013 the placement of brand-sponsored advertising on the open internet or directly in-retailer eCommerce sites and apps using first-party data. It is expected to exceed US$50 billion in global revenue this year, surpassing the revenues of media behemoths such as Netflix and YouTube. This is because retailers increasingly allow brands to reach their valuable audiences via the open internet.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In 2022, we can expect even more sophisticated solutions for brands to reach their target audiences to enter the Australian market and more data-rich retail media networks to emerge. These solutions will provide more targeting options, such as targeting in-market audiences who have recently browsed or purchased from a given category and more engaging display ad formats designed specifically for retail. More than ever, brands will require these solutions to provide a user-friendly, self-service experience, with automated features for maximum efficiency and performance and manual overrides for additional control, all tied to more granular and reliable reporting.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><span class=\"ez-toc-section\" id=\"6_Ad-supported_entertainment_streaming_services_will_continue_to_grow_in_popularity\"><\/span><strong>6. Ad-supported entertainment streaming services will continue to grow in popularity.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/axismobi.com\/blog\/wp-content\/uploads\/2022\/06\/post-6-9-1024x1024.jpg\" alt=\"Ad-supported entertainment streaming services will continue to grow in popularity, digital advertising, online advertising, digital marketing ads, advertising strategy, media advertising, digital marketing advertising\n\" class=\"wp-image-1017\" title=\"Strong Digital Advertising Strategy Guide for ANZ in 2022\"\/><\/figure>\n\n\n\n<p class=\"has-medium-font-size\">The world is becoming more open to video ads willing to watch ad-supported video streaming services in exchange for free content or lower subscription fees. An additional 20% are eager to share their data with advertisers. This is in business for more relevant and personalised video advertisements.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">As people increasingly seek out on-demand entertainment options such as OTT and CTV, these services will take a larger share of the market away from free-to-air television. As more advertisers invest in digital video formats, ad spending will increase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\"><span class=\"ez-toc-section\" id=\"7_The_growth_of_eCommerce_will_fuel_the_open_internet\"><\/span><strong>7. The growth of eCommerce will fuel the open internet.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Ecommerce sales in Australia are increasing at a rate of more than 20% year on year, with four out of every five households (nine million) purchasing goods online.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">However, eCommerce is more than just making purchases. According to the Consumer Sentiment Survey, 68% of consumers use the open internet to conduct product and brand research and read informative articles and reviews before making a purchase. Consumers report spending 66 per cent of their time online on the open internet, highlighting the critical role in the customer journey.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">As brands prepare for the future of addressability, 2022 will be a transformative year. Marketers should consider investing in future-proof solutions, such as incorporating first-party data into advertising strategies, contextual advertising, retail media, and video. The brands that do so will triumph.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Do you want to start planning for the future? Learn how first-party data-driven solutions such as enhanced contextual targeting and performance-driven video and OTT advertising can help you achieve your goals.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As COVID-19 remains in most countries, digital and e-commerce sales accelerate, and Google moves toward ending support for third-party cookies in 2023, 2022 will be a critical year for marketers.&hellip;<\/p>\n","protected":false},"author":1,"featured_media":1022,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[741],"tags":[82,193,201,290,348,356,433,463],"class_list":["post-1016","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-app-store-optimization","tag-digital-advertising","tag-digital-marketing","tag-intelligent-marketing","tag-mobile-browser","tag-mobile-marketing","tag-search-engine-otimization","tag-strategic-marketing"],"_links":{"self":[{"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/posts\/1016","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/comments?post=1016"}],"version-history":[{"count":1,"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/posts\/1016\/revisions"}],"predecessor-version":[{"id":5692,"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/posts\/1016\/revisions\/5692"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/media\/1022"}],"wp:attachment":[{"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/media?parent=1016"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/categories?post=1016"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.axismobi.com\/blog\/wp-json\/wp\/v2\/tags?post=1016"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}