Mapping Consumer Behavior: Media Input on Consumer Demand in 2022

SUMMARY

MEDIA INPUT ON CONSUMER DEMAND IN 2022

As CPG brands and retailers seek continued growth and deeper consumer engagement, effective media campaigns form a critical piece of the puzzle. But today's growing array of new media formats and fast-changing privacy landscape make achieving successful media activation a big challenge.

This report, part of IRI's "Mapping Consumer Behavior in 2022" series, shares insights on how brands and retailers can leverage 100% deterministic data to successfully reach customers. It also reveals key strategies for best employing CTV advertising, influencer campaigns, retail media networks, purchase-based targeting and emerging platforms as part of an integrated media activation plan.

By using these tactics and measuring them effectively, marketers can reach their target customers more effectively and maximize their ROAS in 2022 and well into the future.

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