2023 Media Trends (And Tips!) You Should Know
For our Media Only team at Mintz + Hoke, the learning never stops. Media platforms and consumer behaviors are constantly changing. Each day, our media planners and buyers immerse themselves in the ever-evolving media landscape.
Here are some media trends we’re keeping an eye on in 2023 (and things we think you should keep an eye on too!). With insights and tips only Media Only can give.
Broadcast and Streaming
Eddy Lee, Media Assistant
The latest: Streaming shakeups continue, as Netflix and Disney+ have launched their ad-supported tiers.
What it means for you: Although streaming giants continue to dominate the news cycle with fluctuating pricing options, advertising capabilities and password-sharing restrictions, our team looks beyond the trending headlines at the actual costs and data points to ensure best return on investment for our clients. While these new opportunities may seem like the next best thing in the market, broad targeting restraints and reach limitations remain an obstacle as these tiers launch, and we will continue to monitor reporting as we assess.
The latest: More accurate measurement on the horizon with Nielson ONE.
What it means for you: The creation of Nielson ONE signifies a shift toward impression-based measurement, allowing media buyers the ability to track deduped audience reach and frequency, and giving them the power to plan, optimize and measure campaigns with confidence. This will allow the move from household-level to person-level measurement, and will associate TV viewing with people, not just their devices.
Beth Wik, Media Planner/Buyer
The latest: Introduction of static streaming pause ad with ability for QR code inclusion.
What it means for you: The pause ad allows advertisers to speak directly to their audience at peak attention without being disruptive to the viewer experience. As a new feature, it will also pique audience interest, giving brands the opportunity to not only engage but also have fun doing so.
Amanda Skarka, Media Planner/Buyer
The latest: Half screen ads have been around for a while but continue to provide a unique opportunity to advertise during live sporting events—leveraging the ratings hero of linear TV.
What it means for you: As many advertisers depart linear TV for streaming, half-screen ads are a powerful opportunity for brands to tap into the unparalleled viewership of live sports. Love it or hate is as a viewer, this approach to advertising serves as a smart alignment of inventory for assurance of reaching the right audience.
Audio
Meghan Ambrozaitis, Media Planner/Buyer
The latest: Audio streaming continues to grow in many categories, including the Millennial, Gen Z, 13-17 (teenage) and 55+ demographic groups.
What it means for you: It is easy to assume audio streaming is geared toward younger demographics—think Millennials and Gen Z—but on Spotify there was significant growth in the teenage and 55+ audiences in 2022. It might be natural to discount audio streaming if those age groups are part of your target audience, but audio streaming is proving to be worthy of consideration as part of your media mix.
The latest: Audio radio remains a powerful contender and key part of the media landscape.
What it means for you: According to the Drum, radio continues to reach more Americans each month than any other platform and reaches nearly 44 million Gen Zers every week as seen by Edison Research, debunking the myth that young people aren’t listening. It would be a mistake to count out radio advertising, as it can still be an effective tool to reach your audience.
Digital and Social
Eddy Lee, Media Assistant
The latest: Facebook has rolled out Advantage+ on their Ads Manager platform, which allows AI to eliminate the manual steps of ad creation and automate up to 150 creative combinations at once.
What it means for you: Advantage+ is the beginning of the use of AI to automate ad creation and targeting and will allow media buyers and planners to optimize Facebook ads for the best user experience. In a case where your target audience might be very broad, we could look to this feature to potentially explore better results.
Which 2023 Media Trend is Right for Your Brand?
Staying true to your brand and your business goals is essential before adding one or more of the latest offerings to your media mix. Just because it’s new doesn’t mean it’s right for you! That’s why we always recommend taking a strategic look first. Want to find—and implement—the best media strategy for your brand? Contact Media Only at: https://www.mhmediaonly.com/.
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