Advertising
Top 10 Predictions for Advertising in 2022
3
Mins Read
December 22, 2021

If the past two years have taught us anything, it is that life is inherently surprising, but fortunately, advertising trends are something that we can make pretty informed predictions about.

The CatapultX team has put together the following list of the top ten predictions in advertising for 2022.

1.) AI will become a mainstay in advertising.

As ad tech continues to evolve, AI will become an increasingly important tool for advertisers. Advertisers will be able to use AI-powered creatives, sentiment analysis, and voice recognition to better understand their customers’ needs and preferences in order to create more personalized ads.

2.) Cookieless advertising will take off.

Cookieless advertising will be used to allow advertisers to serve ads to an individual even if they’re not signed into a specific platform or opted into data-tracking, plus Google plans to get rid of all third-party cookies by 2023. Advertisers will be looking to test and explore new forms of cookieless advertising or... the smart ones will be.

3.) CTV will become a staple as streaming continues to grow.

There is an estimated 385 million total streaming video subscribers in the U.S., a number that is over 50 million ahead of 2020.  Additionally, CTV (connected TV) advertising will grow from $32 billion in 2018 to over $53 billion by 2022.

As more and more screens that exist beyond the smartphone become available for digital ad space, advertisers must keep up with how their ads appear on these devices.

4.) Contextual advertising will increase.

Advertisers have begun to understand that context is key when it comes to serving ads without cookies. As more and more data becomes available, contextual advertising will become even more refined and effective at reaching consumers while they’re in the moment of considering a purchase based on whichever topic the user is currently engaging in.

5.)  Machine learning will allow advertisers to be more efficient.

Advertisers are already starting to harness the power of machine-learning algorithms to determine everything from an audience’s age, gender, location and interests based on their behavior across different platforms. This prediction is pretty self-explanatory because it has already started happening but as AI continues to become a key component of advertising, machine learning will be a common term in an advertiser's repertoire.

6.) Advertising will become more shoppable.

Shoppable ads  will continue to grow in popularity as advertisers and platforms look for ways to increase conversion rates. These ads will allow customers to directly purchase the product or service being advertised without having to leave the platform they’re on.

Pinterest, Facebook, and Instagram are already leading the way with shoppable ads.

7.) Experiential, Moment-Based Advertising will be trending.

With the rising popularity of the Metaverse, advertising opportunities may arise that are way less traditional than we could have ever imagined as marketers in the 2000s. For example, Adidas advertising new sneakers as NFTs. 

Virtual reality, augmented reality and mixed reality may be the next frontier of advertising.  Advertisers will need to think about how they can create an immersive experience for their customers that goes beyond the traditional commercial.

8.) Blockchain in advertising will become more common.

We’re already seeing the impact that blockchain is having on many industries, and advertising will soon follow suit as advertisers look to leverage decentralized technology for their own benefit.  Blockchain can help remove some of the middlemen in advertising by increasing transparency between stakeholders, reducing costs and fighting ad fraud.

9.)  Brands will be looking to own their audiences.

Brands and organizations will look to build a funnel where they can own more first-party data as compared to using third-party tactics to grow their audiences. 

This prediction is based on the idea that organizations will look to build their own customer data pools rather than rely on third-party platforms, which are becoming less reliable because of GDPR. By having more complete information about customers they can serve them content in a way that best meets their needs and then use this same funnel to deliver targeted ads.

10.) Video ads will make a return.

After seeing a decline in their use for a few years due to streaming services selling ad-free viewing options, video ads are making a comeback. In 2021, video ad spending will reach $28.78 billion and account for over one-third of all digital ad spending.

Video is an effective way to capture attention and advertisers are beginning to understand that creating quality content is key when it comes to video ads; but the reality is that most users don't like video ads. In fact, 65% of people skip video ads on the regular.

Conclusion

As the reign of third-party cookies comes to an end in 2023, the year of 2022 will be all about testing cookieless tactics, building first-party data and more advertising automation tools.  These are just a few of the many predictions that could come to fruition over the next few years.

CatapultX is at the forefront of AI, contextual, cookieless and video-based advertising. If you're interested in getting a leg up on your competition, advertising with CatapultX will get you better ROI, higher CTRs and more efficient targeting without the use of third-party cookies or audience-based targeting. 

Most of the predictions that were mentioned in this blog post have already started happening, but as AI continues to become a key component of advertising, machine learning will be a common term in an advertiser's repertoire.  Learn more about AI with our 15-page white paper on The Future of AI in Advertising.


ai in advertising white paper cover page by catapultx

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