Executive Round-Up: What’s Coming in 2022?
New year, new trends. Nobody has a crystal ball, but the executives in our industry have better insight than most into what’s coming next. We asked a selection of them for their 2022 predictions. Here’s what they had to say.
John Brauer
VP, Insights & Analytics
Effectv
We expect 2022 to be a breakthrough year in how we can use impression-level, cross-platform measurement to better understand how advertising influences buyers of marketers’ products move through their journey from awareness, to research, consideration, and purchase. Rather than focusing on measuring a single phase in the buyer journey, we expect new techniques to understand how different audiences respond to a marketer’s messages to guide their decisions in the products they choose to buy.
Welby Chen
COO
JW Player
Over the last decade, there’s been a widening glut of streaming services available to consumers. With growing subscription fatigue, I expect large media conglomerates who own multiple streaming services (both free and paid), will consolidate their apps and services to streamline their consumer options. Audiences will have the option to choose the payment tier that best suits their needs, and in exchange, media companies will have more loyal audiences.
Paul Pastor
Chief Business Officer and Co-Founder
Firstlight Media
2022 will be a year when OTT providers zero in on two pandemic issues: cleaning up metadata to enable more targeted, robust consumer experiences, and leveraging the cloud to clean up inefficient production and distribution systems. Providers who gathered low-hanging subscriber fruit over the past two years now are tackling the challenge of retaining that audience as consumers app-hop to other services and return to leisure options outside the home. A focus in the coming year will be on metadata—the capture, cleanup and standardization required to enable recommendation engines, advanced search capabilities, editorial input and other engagement tools.
Dr. Abdul Rehman
CEO and Co-Founder
SSIMWAVE
