Mediaboss Marketing

To cap off the year, we asked marketers which industry trends were overlooked and overhyped in 2021. We also asked readers, and hundreds of you answered668 marketers, to be exact.

So, whats the verdict? Turns out, many of you are pretty bullish on out-of-home advertising: 16.3% said its resurgence was this years most overlooked trend, followed by nostalgia marketing (14.2%) and marketers going freelance (12%). Breaking each trend down:

+1: Nearly 12% of survey respondents picked concerns about consumer privacy as this years most overlooked trend.

And what about overhyped? Lots of platforms are investing in social audio. Is it all for naught? A lot of you seem to think soroughly a third, or 32.2%, of respondents chose social audio as the marketing trend most overhyped in 2021.

NFTs and the metaverse: 26.5% picked the former as most overhyped, 14.5% said the latter. Were on the same page herethe marketers we spoke with agreed the metaverse is this years most overblown trend, partly because itisnt really a thing yet.

Looking ahead: 2021 might be coming to a close, but the trends that defined it likely arent going anywhereat least just yet. So what will the industry still be obsessing over next year?

According to the survey, shoppable ads18.4% said it will be 2022s most important trend. As we reported earlier this year, if shoppable ads really catch on will come down to consumer behavior. At the end of the day, people want to watch content. People dont want to be taken down the rabbit hole of advertising, a media buyer told Marketing Brew in May.MS

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The most overhyped and overlooked marketing trends of 2021, according to our readers - Morning Brew