2021 And Beyond: A Series Of Predictions From The U7

In order to provide brands and media agencies with insights into how best to leverage CTV Unruly, in partnership with MTM Global, conducted a study focussing on how CTV is being used today and key areas for development. The research was conducted in December 2021 and included surveys and in-depth interviews with US clients.

This white paper is a compilation of 2021 predictions from several U7 members.

Our contributors’ predictions span the continued development of connected TV (CTV), new-look partnerships between brands, publishers, agencies, and technology companies, potential cracks in the walled gardens, and how to rip up the rule book to deliver results for publishers and brands and value for consumers.

2020 has been one of the most unpredictable years on record and as we approach the end of it, we have taken some time to look back over some U7 highlights from the past 12 months.

Watch the recording of this Unext Webinar, held on October 21st 2020, to delve deeper into our own proprietary research on the connected TV landscape. As well as hearing from two panels of CTV experts on what every advertiser and publisher needs to know to stay ahead.

A list of learning chapters that are available for all U7 members and their teams.

U7, a brand and agency-powered council designed to engage the advertising community in discussions around emerging trends and the health of the industry, as part of Unruly’smission to lead the charge in cleaning up digital marketing.

Knewz is an innovative aggregator designed to let people consume news from a wide variety of publications, free of the bias bubbles and vacuous verticals that frustrate so many discerning readers.

We are proposing a research study to address this disparity. By building on the Newswork study we would look at how the increased ‘approach response’ to hard-news content translates to increased attention and how that attention results in improved brand outcomes.

The intention is to create a series of controlled environments that give respondents the opportunity to browse both soft and hard news stories on both premium news-brand sites and social media platforms. These stories will be specifically chosen to include current affairs such as the COVID-19 pandemic and social justice movements such as Black Lives Matter as well as ‘safer’ content.

There is an existing body of work that showcases the value of ‘hard-news’ for advertisers. Contrary to the belief of many advertisers, there is insufficient evidence that hard-news stories create a negative halo-effect, instead these environments are just as likely to generate positive response as soft-news would. It appears that brand safety is more of a ‘PR’ issue given the negligible impact on brand perception providing the environment is of sufficient quality.