GroupM's Intelligent Insights (May 20, 2021)

There are no simple answers at this stage but there are solutions for responsible investment and brand building that can help brands grow stronger and better positioned to leadWith Upfront season upon us in the US the rapidly rising streaming rates around the world and the need to invest in the way consumers now demand the time has never been better to examine how marketers should approach building their brands going forwardEmerging Stronger Building Brands in a Transformed World looks at three key areas that have transformed the most for GroupM clients over these last 18 months ecommerce CTVTV and responsible investingWritten by Brian Wieser and other contributors across our group the publication dives into these three key categoriesEcommerce in a follow up to the December 2020 ecommerce forecast we now estimate that in 2020 the world39s largest CPG manufacturers grew their ecommerce revenues by 57 yearoveryearWe project that global ecommerce sales will grow 20 during 2021 to 52 trillionThen 19 in 2022 to 62 trillionIn 2021 China will once again lead the world in ecommerce as a percent of retail sales 275 followed by the UK 232 the US 161 and Germany 14TV and Connected TV brands continue to look for new ways to target audiences across screens and as more consumers move toward streaming the conversations about streaming versus linear have been pervasiveWhile it might remain superior to most other alternatives advertising against premium TV content is likely to become more expensive and have less of a halo effect for the brand than it does nowGlobal streaming services are going to be increasingly important in television with every passing yearLast year the five largest global sellers of digital advertising Google Facebook Alibaba Bytedance and Amazon accounted for around half of the world39s total advertising spendingThe top five in 2010 Google Viacom and CBS News Corp Disney and Clear Channel accounted for just under 20Responsible Investment Communities are increasingly holding brands to account to be more inclusive more cognizant of their carbon footprint and to drive positive cultural influenceCMOs must no longer use investments to achieve shortterm but ultimately selfdefeating profits and instead spend budgets with an eye toward restoring a healthy media ecosystemAdvertising shifts culture We need to evolve our valuation and measurement so they place a premium not just on reach viewability and effectiveness but on social and environmental impact We need to be willing to pay more for clicks that help boost a stable society not just our quarterly reportsCopyright and Republished with permissionClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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GroupM's Intelligent Insights (May 20, 2021)

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Brian Wieser

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GroupM's Intelligent Insights (May 20, 2021)

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