AdNews asked industry figures for their assessment of 2022 and outlook for next year
Megan Kay, Managing Director, Zenith Melbourne:
For me, 2022 has been all about reconnecting face to face with colleagues, industry partners and peers – which some might argue, there is no substitute for. Believe it or not, I even found myself enjoying the Melbourne industry flights to Sydney Upfronts – even though the royal family flying rules don’t apply! It has been nice to return to the hustle and bustle of busy flights with so many people reconnecting after a long Melbourne lockdown.
I feel like 2022 was about saying yes – not only to new challenges, but to most industry events. This is just in case they all disappear again, which has been both fabulous and exhausting at the same time.
For many businesses, the churn rates may have been the most crippling part of 2022, but I believe they have also been the driver to create change for 2023. At Zenith we aim to create greater team stability by being adaptable to the changing nature of staff needs, and expectations around career development, flexibility, job meaningfulness. Ultimately, we’ve sought to broaden our ideas about the overall ‘experience of work’, and what that means.
When it comes to media, I expect 2023 will continue to see fragmentation of screens, but growth of new screen opportunities through the impact of SVOD advertising on the FTA/BVOD market, connected TV blurring what is “linear” and “digital” content, and the increasing reach and influence of TikTok and Twitch.
By the same token, 2023 will bring better understanding of the blurring and interplay of traditional ad content, integrated content, and creator content. I feel more consideration now needs to go into how the audience is experiencing a brand in media. Going beyond a traditional TVC and having true fit-for-purpose video is no longer a consideration, but a given, if you want to successfully reach your audience and build brand metrics .
On a personal front, I’m genuinely looking forward to the promise that a new year brings. One can only hope we can begin to strike that perfect blend of all the good things about pre and post-pandemic agency life.
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