Amit Wadduwa, CEO of Dentsu Creative Group, India, who moved to this position in June 2021, oversees all the creative agencies under its umbrella – Taproot, Dentsu Impact, Dentsu MB, digital agencies Webchutney, Isobar, WATConsult and even PR agency Perfect Relations. Therefore, when he talks about the future of advertising in 2022, it is worth paying attention.
He said digital media will build more on the steps they’ve taken in the past two years of COVID-19 is a no-brainer. But he does not agree with those who put everything digital in one slot.
Digital is vast and diverse – from online streaming services (OTT) to social media to e-commerce. The use and type of people on these platforms varies greatly.
Social media in Tier 2 and 3 cities is experiencing a major revival. He said there’s been OTT growth, but trade is the big deal. While convenience will drive exponential growth for commerce, it will not be just plain commerce. “It’s expanding into social commerce or streaming commerce. So whatever you’re watching and want to buy, you can buy it. That’s where the full payment is going to be.”
Sam Thomas, Senior Vice President, OMD India, agreed. And expect a massive increase in video consumption – whether it’s OTT, YouTube, or gaming. With everyone shopping online during the pandemic, he said, e-commerce and e-wallets have clearly grown.
But he’s betting on innovations in video marketing—whether through short video apps, like Roposo, Moj, or Chingari, or social commerce apps like Trell. “It allows products to be clicked to buy. Most likely, you may end up fulfilling the video playing on the side,” Thomas said, adding that this trend will become a greater opportunity for brands on a range of apps.
Digital agencies are taking advantage of this growing opportunity. “The traditional agency mentality was to only play a role in the highest funnel earlier, where one is completely focused on creating awareness and that is where it ends. But new age agency needs to play a role across the funnel where once we create awareness, We need to build consideration followed by closing the loop and shifting prospects to brand consumption,” Waddoa said. Part of founding the digital agency of Dentsu. It includes everything — content, technology and processes, he said.
Certainly, a new study by consultancy Accenture said that while China will remain the largest market for social commerce over the next three years, India and Brazil will experience the highest growth rates.
Thomas’ other big prediction for 2022 is the “flow” of augmented reality (AR) and virtual reality (VR) in advertising. Wadhwa also agreed that any digitally active brand should be active on the AR-VR front “. But it should be more integrated and brand-friendly, rather than just cool.”
Of course, television will be resilient despite the digital growth. When there is a need to build mass awareness, Waddoa said, nothing works as powerfully as television. Thomas expects to run more content between television and broadcast to attract viewers and advertisers. In 2021, Viacom18’s flagship show Bigg Boss launched on Voot first and then moved to television. “I think the brands that can’t afford Bigg Boss on TV have got a chance to get into the digital property. This will be a trend for other shows.”
Also, expect big bucks to be spent on advertising by a large number of startups – especially the unicorns created by India. In 2021 alone, at least 44 rhinos were born. Industry estimates suggest that India may be home to as many as 70 startups. They pride themselves on advertising and marketing armed with annual budgets of RThomas said Rs 100-200 crore to acquire customers and gain market share.
Finally, the stories that brands tell may change a bit as the backlash against advertising grows. “We need to be rational. Whether it’s brands, people, movies or series, everyone follows a little bit what they come up with. However, you can’t be overly careful and remove the edges completely because it’s going to get too boring or uncompromising. about her,” Waddoa said.
Shochi Bansal is the Media, Marketing and Advertising Editor at Mint. The Ordinary Post will consider previous issues relating to all three. Or just fun stuff.
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