MEDIA
ANALYSIS
What should my media mix look like? N
ow Toy Fair is over, it’s time to refine those media battle plans for the year ahead. As we do this, it’s vital to also look back and take forward key learnings to inform the media strategy of 2022. With an ever-evolving and For those fragmented landscape, what should your looking to really brand’s media mix look like in 2022? Here’s test whether some top tips to consider:
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fortune favours
Build AV awareness with multiple layers: the bold, we Starting at the very top of the traditional predict the time spent viewing video content by four-to-nine-yearfunnel, building awareness of your product olds, it offers advertisers the golden opportunity of Metaverse and/or brand will continue to remain a vital creating a viral video. will hold huge part of any marketing strategy this year. For those looking to really test whether fortune potential for As reported last month, we saw children's favours the bold, we predict the Metaverse will hold (aged four to 15) linear viewing to children’s children’s huge potential for children’s advertisers. Getting there commercial channels decline 22% YoY advertisers. first could hold golden opportunities. (year-on-year). Getting there first Be relevant socially with parents: Parents spend an These YoY declines for traditional TV are could hold golden average of two hours and 11 minutes on social media of course nothing new, but the need for multiple times daily. As social media provides an opportunities advertisers to layer-in additional AV channels intimate two-way conversation, where you earn eyeballs has never been so apparent, with 2020/2021 rather than buying them, consumers have begun to representing the tipping point. expect a deeper level of connection with a brand. This But where are children viewing content? For the most relationship is particularly important within the toys & games common audience of children aged four to nine, dominating sector, as buying for children is often emotionally-driven, and the landscape from a pure viewing occasions perspective, 87% of parents consult social media platforms before they it’s no surprise to see SVOD [Subscription Video On make a purchasing decision. Demand] platforms such as Netflix and Disney+ at the top. Earning these eyeballs on social requires strategy: persistent, When isolating to commercial channels, YouTube and linear impersonal, and overly salesy messaging can be ineffective and TV continue to fight for dominance, followed by BVOD reflect poorly on a brand. [Broadcaster Video On Demand] services and TikTok. Always be ecommerce ready: With 64% of UK parents Test & learn with new platforms: Whether it’s as simple surveyed going online to shop last Christmas (Giraffe Insights, as AB testing different creatives or testing approaches to Kids & The Screen – 2021), and with virtual shopping baskets new/look-a-like audiences, test & learns are vital to discover filling up quicker than ever before, it’s more important than more about your brand. ever to ensure you have a robust ecommerce strategy. What’s Last year, numerous brands took to the likes of TikTok to most important is to ensure that ecommerce investments work showcase their products and brands in new and innovative in conjunction with other areas of the media mix, delivering an ways. Here, a TVC [television commercial] message just omnichannel approach to to generate maximum efficiency. doesn’t cut it, and user-generated content that breaks Summary: Planning 2022 marketing activity is going to be through the traditional one-way communication is key. challenging for a whole host of external and Regardless of the fact that TikTok only represents 1% of environmental considerations. When it comes to media, the landscape continues to offer challenges as well opportunities for those that use research, AI technology, and Source: Giraffe Insights Little proprietary tools in good measure. Voices, November 2021, % of time To hear more about spent watching video content Optimus AI - our new suite of planning, buying and reporting tools - please get in touch with me or the Generation Media team.
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Being everready and relevant is key as we head into 2022. The media landscape continues to change and fragment so you need to be flexible, says Generation Media director of business development Alex TaylorSmith
Generation Media is the UK and Ireland's largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 or email contact@generationmedia.co.uk to learn more
