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Online Video shows strongest growth in price inflation among digital media formats

Online video is enjoying the strongest growth in inflation of all online media types, according to new research from ECI Media Management

The annual Media Inflation Report forecasts media inflation for seven key media channels in Q1 each year; TV, Online Display, Online Video, Newspapers, Magazines, OOH and Radio, at a global and regional level, and across 50 countries. An update to these forecasts is published later in the year. 

The report predicts that global media inflation will recover in 2022, surpassing the pre-Covid inflation levels of 2019. All media formats are expected to be inflationary, with offline inflation higher than online, due strong TV inflation, while online media inflation remains consistent across most markets. Print inflation continues to decline steadily although this is expected to slow in 2022. 

Fredrik Kinge, Global CEO of ECI Media Management, said of the findings: “Media prices inflated overall in 2021 and this was particularly true in key markets and especially for TV, which saw increasing inflation as the year progressed and hit a high in Q4. 

“TV and online inflation continue to increase across the world; the former is particularly noticeable as it was so heavily impacted by the events of 2020. These media represent the lion’s share of most media budgets, so as their prices increase, it is more important than ever that advertiser media investments are effective; optimization and transparency are key.”

In the UK, non-TV media are forecast to remain consistent with 2021 inflation levels in 2022, while TV is anticipated to see a significant reduction in inflation levels, as UK prices saw higher media inflation in the region than elsewhere last year. 

Read the full report here.

Research

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