No Such Normal 2023: white paper launch event key takeaways
For some, 2022 was the year of risk-taking, and for others a year of playing it safe. With 2023 in full swing, is this year set to be any different?
We know there are continued reasons to be cautious: consumer confidence is at its lowest in 20 years, inflation is at an all-time high, interest rates continue to fluctuate, and the cost-of-living crisis is still making headlines. However, against this unpredictable environment, it’s important to recognise that consumers are still spending.
With that in mind, we reached out to our trusted media partners and, of course, our team at Accord, asking them to provide their candid opinions on their respective media channel. Their valuable insights and unbiased perspectives of the current media landscape resulted in our new No Such Normal 2023 white paper.
To coincide with its launch, we hosted a breakfast morning with expert panellists at the News UK office, with a stunning view of London thrown in. Accord’s Strategy Director Jasman Ahmad moderated the discussion, which involved Nick Gee from Radio Experts, Gregor Chalmers from The Kite Factory, Cheryl Lowe from News UK, Sam Alsemgeest from Talon, and our Chief Digital Officer David Taylor.
Warming the room up, Jasman explained the format of the report, the reasoning behind it, and the four topics it set out to cover:
Throughout 2022, what one thing had the biggest impact on your channel?
Showcase your favourite example of a 2022 campaign.
What top trends are you predicting for 2023?
In 2023, how can a brand get the most out of your channel with their marketing budget?
It was then time for each panellist to explain how the last 12 months had impacted their channel. Kickstarting the proceedings, Nick Gee cited the rapid growth of smart speakers and how 10% of all radio now being streamed through a smart speaker device is having the biggest impact on this channel.
Additionally, he explained that the total listening time on smart speakers now accounts for around half of all online radio listening, which has rapidly overtaken mobile. So, what does this mean for the future of audio? With more platforms and increasingly intelligent targeting tools, brand can now reach any audience through digital radio. With this breakthrough, Nick went on to underline the importance and value of creating audio brand guidelines and how this can impact brand performance in the future - it’s hard to imagine McDonald’s without the iconic whistle.
Echoing a key take out from the white paper, value and trust was something all panellists were keen to discuss. It was interesting to hear from Cheryl Lowe that newsbrands have benefited from their association with credibility, trustworthiness and authority. Cheryl went on to emphasise the importance of communicating both explicit and implicit value within ads - because what consumers get for their money and how they feel about supporting a brand’s purpose are the twin drivers when choosing one brand over another.
Jasman also emphasised the importance of communicating value, stating: “while price will be key, brands need to think beyond this to offer consumers true value. 2023 should, therefore, be a time to experiment, test and learn in order to benefit from each channel’s unique capabilities.”
An ever-present topic in the marketing world; our panellists discussed the phase-out of third-party cookies. With Google announcing that it will stop using them by the end of 2024, Accord’s Chief Digital Officer David Taylor was quick to point out the backlash against third-party cookies. He recognised that although they offer a more personalised experience for consumers, there is a significant increase in privacy concerns, with digital platforms now facing a battle on their hands to regain the lost trust from consumers. David explained that now more than ever is the time to invest in digital. With Google Ads’ recent update allowing you to target audiences more efficiently, narrowing down who you want to see your ads, marketers should take full advantage of this feature to get the most out of their budget this year.
When looking at the TV sector, Jasman moved on to ask Gregor Chalmers a critical VOD question that piqued the interest of everyone in the room: we know that there are ad-funded tiers from Netflix and Disney+ coming, but with ITV and C4 also developing on-demand platforms, what’s important for advertisers to know? In response, Gregor acknowledged that these changes should be celebrated, however, he also recognised that his prediction of inevitable teething problems, with the ad-funded tiers of Netflix and Disney+, were already coming to fruition. Finally, he noted that the power of ‘traditional’ TV is far from extinct, and the day will come when AV planners are holistically planning for audience and content, regardless of platform or delivery service.
Not wanting to give too much away from the white paper, Jasman wrapped up by finishing on three things marketers should focus on in 2023: value, distinctiveness, and a clearly defined strategy. Avoiding a one-size-fits-all approach and listening to new trends, strategists and planners need to understand their audience and their brand, communicating in a way that makes sense for both at every touchpoint.
Having uncovered new trends, discussed new tactics and evaluated new technologies, the full white paper is now available for you to download. We hope you find it interesting, engaging and, above all, useful. If you have any questions or would like to talk to us about brilliantly joined-up marketing, please contact Jasman.ahmad@accordmarketing.com.
Isabelle Walker
Isabelle is a Creative Copywriter at Accord, working on a wide variety of brand communications and briefs.
