Historically, political seasons have caused broadcast TV cost per point (CPP) and cost per impression (CPM) to increase compared to the surrounding quarters. During these times, some markets (DMAs) can be costly for brands to advertise in – and this upcoming election season in 2022 will be no different. There are several battleground states in the 2022 election that we expect to have high demand for broadcast TV spots, including:

Retail’s big reunion is just days away and we can’t wait to engage with retailers from across the country. As a leading data-driven customer experience agency, Merkle helps retail brands drive innovation to connect with consumers throughout the customer journey from initial awareness to purchase and nurturing brand advocates. And as the focus shifts from brand equity to customer equity, we ensure that brands meet consumer expectations with streamlined payment options, order management, and fulfillment services.

Brands are working hard to deliver frictionless, connected experiences to nurture loyalty among customers and prospects. Clear, timely, and transparent communication is unquestionably a key component. Behind the scenes, integrated technologies build on top of each other’s capabilities, multiplying value and enabling new experiences that offer brands the opportunity to differentiate themselves and capitalize on efficiencies.

In a recent article, we discussed .

Most marketers can agree that personalization is critical in today’s advertising. Consumers expect brands to know who they are, and personalized approaches help marketers spend ad dollars wisely.

To deliver those personalized experiences in any vertical requires strong audience and first-party data strategies. However, the entertainment vertical, especially in television, has unique nuances and challenges to navigate. Whether it’s advanced or linear TV, marketers need to factor several considerations into their audience approach.

Personalization is a priority for marketers with the goal of providing better experience to consumers. An experience that is relevant and has timely offers evokes meaningful connections enabling actions which benefits both the consumer and the brand.

Are you a customer-obsessed brand and are looking to bet big on personalization at scale? Are you looking to unlock greater customer engagement, revenue growth and brand loyalty, marketing? Today CX leaders face urgent decisions on just where, when, and how to place those bets.

Advertisers across channels and verticals saw extreme Y/Y increases in CPC and CPM in Q2 and Q3 of 2021. Data from our Digital Marketing Reports showed double-digit growth in cost per metrics across Facebook, paid search, and more, as summarized below:

For decades, brands held the upper hand in their relationship with consumers. They told consumers what products were available and where to buy them. But with more options than ever, consumers now have the power to tell companies what’s important to them, and to switch brands when those companies don’t align their values.

With consumer behaviors and expectations changing on a seemingly daily basis, we went directly to the source to determine what consumers want from brands in 2022. Here’s what we found.

Key Findings