In the metauniverse without cookies: 10 trends in the media market in 2022

The end of the era of anonymity, the growing interest in NFT, avatars, the rejection of cookies — we tell you how the media advertising industry will change in the near future, and what companies are preparing for now

Dentsu's communications team has studied consumer, marketing, technology and business trends around the world. They shared their observations in the Media Trends 2022 global report. RBC Trends recounts ten key points of the document. Expansion of omniqueness Consumers are accustomed to the ability to buy both online and offline, as well as combine both ways. Today, companies in all spheres are striving for omnichannelism — combining all channels of communication with the client — which leads to a combination of physical and digital experience. Studios like Disney produce movies in cinemas and online at the same time, increasing box office fees. And Netflix is experimenting with offline entertainment, offering fans a ticket to watch Bridgerton and Money Heist live. The development of shoppable content Initially, food products had a low level of online sales, but lockdowns changed the situation. Fast on-demand delivery model is waiting for rapid growth. Services that work...