Interviews, insight & analysis on digital media & marketing

My 2022 Predictions: Adam Wright, Head of Digital, Beiersdorf (Nivea)

NDA, in partnership with Xandr, is collecting the views of some of our industry’s leading figures for their predictions on 2022 and beyond. Next up is Adam Wright, Head of Digital at skincare company Beiersdorf, owner of brands including Nivea.

What are the most exciting innovations in planning, buying and delivering digital advertising?

The ability to integrate first-party data along every stage of the funnel is becoming a real USP for brands. We are just at the cusp of a major revolution with Web3 and it’s going to present some huge opportunities for brands in the coming years, particularly if it allows democratisation of data from the walled gardens.

I’m also really excited by the advancements in old formats like display, particularly with the integration of chat functionality and dynamic creative. These innovations allow high quality and personalised UX at all stages of the funnel.

What channels provide the most exciting opportunities for digital advertising in 2022?

Using first-party data to adapt creative is really starting to become exciting for brands. The barriers to entry are getting lower and the quality of the output is getting higher.

I expect opportunities through Dynamic Creative Optimisation (DCO) or automated creative processes (like AI) to continue to innovate. I’ll certainly be experimenting a lot in that space this year.

What challenges and opportunities are there in delivering a seamless ad experience?

The biggest challenge from an advertiser’s perspective is the move towards privacy by default.

It’s long overdue, but until the industry catches up then it makes our jobs tricky. The ability to target cross-device, or even cross-channel, is becoming increasingly difficult, particularly when it’s cookie based. This causes problems for creating dynamic consumer journeys.

However, as third-party data becomes less useful, it means those who get their first-party data strategy right are going to win.

How will the distinctions between brand and performance advertising evolve?

We are already seeing a big blending of these two worlds, and I think this will continue to merge even more in the coming years.

We already see brands using more traditional advertising channels for performance, like shoppable QR codes on TV and VOD. As well as interesting use of performance channels to build brands, like the Amazon DSP.

All of this will make for less distinction in the middle of the funnel, and likely shorter consumer journeys.