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Future of Digital
Q2 2021 Predictions

We learned a lot last year about this giant, interconnected ecosystem of online advertising. COVID-19 forced many of us to rethink our strategy, our messaging, and our connections to
our customers in ways we had never imagined previously.

Now, the new year is getting into full swing. New budgets and new campaigns have been deployed, with an eye to both the changes brought about by the global pandemic and the light at the end of that tunnel as we can start to see our way out of it.

Read the Report

In this report, Kenshoo’s Senior Director of Media Research, Chris Costello, has analyzed advertising metrics  and trends from Q4 2020 and Q1 2021 to make some predictions about how the second quarter could look.
Some of the big questions he tackles include:

• With all three digital channels exceeding expectations in Q4, how much of that increased
spending was seasonal, and how much of that elevated spending might continue into 2021?
• As advertisers returned to normal social advertising volume, CPMs rose throughout Q4. Has this trend continued in Q1, and will it carry on into Q2 as well?
• Paid Search CTRs were boosted by new optimization features released last year, but how long will these new developments continue to have an impact?
• Who is the next big retail media publisher on the horizon?

The new path forward for marketers seeking to maximize cross-channel influence is to leverage each channel’s unique benefits in the funnel to engage consumers throughout their purchase paths. Marketers need to take a step back, acknowledge where and how each channel works best, and then holistically plan with a cross-channel strategy.

What's missing? New, critical areas where CPG marketers need data

The CPG landscape has changed dramatically over the last five years. As more consumer buying behavior migrates offline to online, CPG marketing budgets have followed. The digital transformation isn’t new, but its dramatic acceleration has caught many companies off guard and unprepared. 

Additionally, new competition from direct-to-consumer (DTC) and private-label brands are forcing CPGs to rethink their market strategies. To fuel data-driven decision making, CPG marketers need much more data than ever before.

Read this report to learn about the kinds of data CPG marketers need, ways they can get that data, and how best to use it once they do. 

Read this report to learn more about:

  • Why marketers need to focus on Search, Social, and Ecommerce advertising as the key to digital success

  • How the new rule of marketing is to stop thinking of your sales path and focus on each customer’s individual buying journey

  • The strengths and weaknesses of each channel and why aggregating them into a single funnel is the best approach

Read the report today!

Read the Report

Download the report

Future of Digital: 
Q2 2021