Trends moved at a breakneck pace in 2022. Crypto was the next big thing in advertising until it wasn’t. The metaverse, marketers' favorite buzzword of last year, crashed back to reality.
Media moved fast as well, with companies like Netflix breaking a long-standing aversion to ads. Meanwhile, TikTok’s influence spread practically everywhere as rivals raced to replicate its short-form virality.
Driving many of these shifts were consumers, more fickle than usual with inflation weighing on budgets. But marketers continued to see promise in Gen Z, a demographic that’s difficult to pin down but rewarding of authenticity.
Marketing Dive here has assembled the most standout trends from a period marked by fast pivots. Reflect back on these developments not only to take stock of the past 12 months but also to guide planning for 2023.
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Peter Adams
Senior Reporter, Marketing Dive
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The FIFA World Cup proved challenging for sponsors this year as the event was surrounded by controversy.
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For brands looking to engage consumers amid another disruption, the key will be reducing risks, not just increasing value, according to Kantar.
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Deep Dive
As marketers explore how the metaverse fits into their strategy, brand safety should be top of mind.
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Recently surpassing 1.5 billion users, YouTube Shorts gives marketers another platform to engage consumers, though audience differences should be taken into account.
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Deep Dive
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