Digital Transformation Future of TV

Metaverse, CX, TV, cookies & more – what really matters to US brands & agencies right now?

By Jenni Baker | journalist

The Drum


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June 23, 2022 | 4 min read

According to a recent survey 98% of brands and agencies in the US plan to maintain or increase their spend on advertising this year – but how does the accelerating innovation in the industry impact on those plans and what will be the new tech and tools used to deliver results?

The Drum is set to publish a proprietary piece of research from the US that will answer these questions and provide insights into the challenges on the minds of the most influential brands and agencies in the US.

First look: what marketers want

First look: what marketers want

The report will provide a snapshot of what really matters to senior marketers and agency leads in the US and equip our readers with tangible insights on the core areas of industry and media interest.

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The future of TV, the customer experience (CX) economy, consumer tech trends, the business impact of sustainability, audio and the power of sound, the rise of gaming and how to build brilliant brands are among the top themes for brand marketers and agencies this year.

Marketers specified challenges including the cookieless future, targeting and segmentation, diversity, equity and inclusion, measurement and attribution, along with the metaverse, web3, connected TV, tech innovations and the role of influencers.

Differences between the views of brands and agencies are in evidence, with agencies noting Connected TV, over-the-top (OTT) and streaming as key issues for media more so than brand marketers. Marketers identified tech innovation higher on their agenda than the agencies surveyed.

This exclusive report will explore the research and these key themes and more, with solutions to answer these most pressing challenges.

“Chaotic macro environments have resulted in changing focus and spend patterns, so it’s essential to understand the key areas of interest and where these audiences will be placing their budgets” said Dan Botten, head of research and insights, The Drum.

“We’ll pull these findings together into an exclusive report that will explore all of this in more detail, along with commentary and insightful interviews with key industry players. This will be an invaluable resource for anyone looking to understand what’s on the minds of marketers and their key agency partners in the US.”

Register here for a first look at the report, when it launches in the coming weeks.

Digital Transformation Future of TV

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