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Media Trends Report 2022: industry outlook according to professionals

Media Trends Report 2022: industry outlook according to professionals

Partner of 2022 Media Innovation Strategies Grand Prize, Ifop unveils the results of the benchmark study Ifop x Strategies: the Media Trends Report 2022.

For this 22e edition, Isabelle Trevilly, Director of the Ifop Media & Digital division, revealed the results of this exclusive study carried out among professionals in the sector, on the occasion of the award ceremony on May 18, 2022, which was held at the Théâtre de the Madeleine (Paris).

The Media Trends Report 2022, like every year, delivers key indicators on the morale of the profession and its development prospects.

Among the main lessons of the study, it is affirmed that the media remain essential in the face of “owned media” to make a brand known (75%), encourage purchases (61%) or make an impression (57%) .

After the solidarity expressed during the crisis, it is commitment and social responsibility (84%) that turn out to be the strategic axes favored by advertisers.

A positive dynamic of development is expected for outdoor communication after a crisis that hit it hard.

Professionals are thus counting on an increase in investment in outdoor advertising (42%), but also in TV (31%).

For more insights into the media and communication development prospects, motivations and obstacles, seen by professionals in the sector, download the full report, or consult the article in Strategies magazine.

In summary :

  • Crisis, War in Ukraine
  • Media and advertising innovations
  • Future of formats, SVOD, AVOD, podcasts, voice control
  • Information processing / infox
  • Effective communication/speech strategies
  • Ecological transition
  • Growth prospects
  • Metaverse

Do these themes appeal to you? Do they have an impact on your business and your strategy? Our teams are available to discuss or comment on certain points!

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