It’s a new year. With it come opportunities to expand your customer base and sell more digital advertising. Many things will impact the landscape in 2022. To better prepare and improve your prospecting efforts, we’ve put together these digital advertising trends that media salespeople need to know.

Privacy Is a Concern for Consumers; Advertisers Must Pivot

The average consumer who interacts with your advertiser has a much better awareness of data privacy than before. A recent survey confirmed that 73% of consumers are more concerned about data privacy now than they were a few years ago.

If you combine this sentiment with data privacy regulations, digital advertising is at a crossroads for data collection.

Further, Google is still committed to eliminating third-party cookies by 2023. As a media salesperson, you’ll need to present this to your customers with the upside. What’s critical now is to move from third-party data collection to first-party data collection. First-party data has always been more valuable for targeting and personalization. You’ll be able to collect this with a user identity solution such as Unified ID 2.0.


There are more ways to counter this change that your local advertisers will want to know about as well:

  • Remind them that local advertising has never been dependent on third-party cookies. Instead, local uses contextual and targeted tactics that serve ads to the “right” audience.
  • Recommend ad channels that don’t use cookies, like SEM (search engine marketing) and social media ads.
  • Consider a new ad revenue stream around NextGen TV if applicable. This channel combines first-party data collection with geotargeting, serving ads to the most appropriate households.
  • Boost O&O (owned and operated) inventory appeal by distinguishing how it collects first-party data and can therefore be more impactful.

Email Marketing Drives ROI, and Engagement Is Up

Email marketing is still a valuable, relevant channel for advertising. In fact, 78% of companies saw increased engagement in the last year. It also delivers a $42 return for every $1 spent, on average. Those are some great data points to share with customers, especially if they aren’t currently using email.

It’s a cost-effective approach to connect with audiences who have opted in to receive communications. That’s a main reason for the strong ROI. Your advertisers can also segment their lists to deliver the most personalized messages.

The key to selling email marketing is to make it part of an integrated campaign that includes digital and linear. It’s a highly targeted tactic that brings promotions and messages to advertisers’ customers, making it a perfect addition to round out their advertising mix.

Using Data to Personalize Offers

As alluded to earlier, data is the currency of the future of digital advertising. The more data you have, the better you can target. It’s no longer effective to provide blanket discounts or promotions. A study revealed that 43% of consumers want personalized ads. The personalization they expect is by location, interests and behaviors.

So, how can you execute on this consumer expectation? As noted, shifting to first-party data collection is critical. Also, some channels enable better personalization than others. Let’s look at how this works in practice.

First-party data collection offers insights into previous actions by people. If you know their “history,” you can better serve their current needs. For example, you can collect data on Consumer A. She visited your customer’s website from an ad and looked at specific products but didn’t make a purchase. You can then retarget ads about that product to other channels like social media or OTT.

Another example is simply using geofencing to serve ads to people once they are within a specific area. What you know about them is where they are. The ads will be relevant and, depending on other factors, can be more targeted. For example, a person may be on a mobile device and receive an ad for a nearby restaurant with happy hour specials.

Video Is King of Content

The world loves video. There are 239 million digital video viewers in the U.S., which correlates to penetration of 83.8%. With these high consumption rates, OTT had its strongest year in 2021. BIA’s local advertising projections expect it to continue to expand at a CAGR (compound annual growth rate) of 19% through 2026.

With people having more choices for consuming media and their dedication to video, your local advertisers need to be in their view. Whether that’s on mobile or via CTV, video advertising will be critical in 2022 and beyond.

You may be worried about the objections to OTT, with good reason. However, the opportunity cost of your customers now leveraging video ads is much greater than their investment to create them. They have an excellent opportunity to engage with interested audiences via video. Help them seize it.

Omnichannel, Integrated Campaigns Are a Must

Your customers limit their potential if they only advertise in one channel. By working with you, they can achieve integrated, omnichannel campaigns that include digital, O&O and linear. According to research, these campaigns have a 287% higher purchase rate than a single channel.

Additionally, consumers want to engage in many different channels. Most consider themselves channel-agnostic and want the businesses they buy from to be the same. That means advertisers need to market to audiences across the ecosystem.

Broadcast media companies are ideal for offering these solutions, but you’ll need a robust cross-channel platform to execute them with ease. Further, ensure that your pitches and proposals include the vital information for each tactic and a tangible overview of why it’s the best mix for the campaign. Reiterate why it’s important to be omnichannel and how using multiple angles allows you to be both broad (broadcast) and targeted (digital).

Digital Advertising Trends: Be Ready to Win More Business in 2022

By understanding these digital advertising trends and advising customers on how to take advantage of them, you can win more business. Being an expert on digital advertising translates to expanding your book of business. With resources from Aspire, you can do just that. You can sign up for exclusive sales enablement content from us, too!

Best wishes for a successful 2022.