Summary of 2021

Researches & Insights
December 24, 2021 / Author: Gaydova Christina

The end of the year is an excellent time to choose a new direction and start to move on. But before, take a break, look back, and summarize the results. It’s like an analytic: always a useful practice. So, we decided to remember what happened in 2021 in the digital world, tendencies, news, and events. 


Despite the hopes about the disappearance of coronavirus, lockdowns, and quarantine limits, COVID-19 has become a part of all spheres of life. But there is good news! People, brands, and businesses have stopped being in frustration and found a way to adapt and navigate through the difficulties.

It helped to restore the Global Advertising Market and save positive dynamics all year. According to GroupM research, by the end of 2021, the global advertising market will grow by 22.5% to $ 763 billion, excluding political advertising in the United States. These results are more than GroupM expected and predicted in June of 2021. 


More than a year ago, the giant of the Internet search system announced the near refusal of using cookies data. This news made the digital world nervous and effected research into finding alternatives. Fortunately, in the summer of 2021, Google decided to delay this change pushing it back to 2023, much to our advantage. This allows us plenty of time to continue searching at our disposal.  Of course, if only Google doesn’t change their minds at all.


Social media long ago ceased to be the tool for mere communication and publishing photos with filters. Today its variety of use is much wider: information search, services, shopping, education, work, and universal advertising platform. 

«What about TikTok? It’s just a video platform!» On the one hand, yes. In 2021, TikTok became the most demanding and fascinating content format (here is more information about TikTok as an advertising platform). A short video is a new and effective format for marketers and brands. First of all, its quick! For both the audience and creator. The second reason is the time limits, which force the author to create short but informative and deeply engaging content. So, a 15 seconds video in TikTok, reels, and shorts as the analogs of Instagram and YouTube are leading content formats that are worth paying attention to for their lucrative benefits.


Video ads’ popularity today doesn’t only give credit to TikTok, it includes TV too, but not traditional cable TV. It’s about CTV (connected TV) televisions with access to the Internet, and OTT (over-the-top) a wider term than CTV, these services spread video content into different devices through the Internet.  You can find more details about new-art TVs in our article and White Paper.

The increase in this type of content started with COVID-19 and hasn’t stopped. There are some advantages for the viewers such as access to films, series, and other video content all the time, without any TV programs, and lengthy advertisements. Of course, it influenced the popularity of cable TV with its fixed TV schedule. According to Dentsu, now it’s lower than before-pandemic level.

The main ad format for CTV is video, but compared to Cable TV, is more flexible, has a diversity targeting option, that the second doesn’t have at all. In 2021, 90.6% of worldwide internet users watched online videos. That’s why advertising on CTV is a great opportunity to communicate with targeted and interested in your product audience.


It’s hard to think about the modern person’s life without grocery delivery, Amazon, online buying of tickets, and booking of hotels. It’s all about e-commerce and how fast it has become essential in everyday routine. A few years ago, there were concerns about shopping online; quality, fit, and satisfaction of goods, but now we can return items if our expectations aren’t met.

The latest research of Nasdaq shows that by the year 2040, 95% of all purchases will be by the Internet. And the 2021 World Market of e-commerce will be $4.9 trillion, and it’s not the highest possible point. 

There are two key elements of e-commerce evolution: mixed online and offline and omnichannel marketing. 

The COVID-19 outbreak has intensively affected the way consumers do shopping. Today, they can search brands on social media first than book fitting time. And in the same time find something in the mall but order it on Amazon to avoid overcrowded shops. And it’s okay. So, online and offline channels have learned to coexist, and hardly any of them will be able to completely capture the market soon.

Accordingly, the mix of offline and online, here is a question about how brands can follow the consumer during all multistep ways to buying. Omnichannel marketing is a good decision, the integration of a few channels helps to make these transitions between different channels and platforms less visible to the user by saving all data and research despite the transition between channels. For example, the customer collects a basket of products first in the mobile app and continues to do it on the store’s website, where the same list of products already exists, and the user doesn’t need to choose products again.


Finding relevant information in the endless content streams is a hard task, that’s why personalized offers are so valuable. This, by the way, is one of the advantages of music and TV subscriptions – recommendations that match the tastes of the user. The situation with mobile apps is the same, users love when a brand pays attention to its search history and stored products to create a feed. The tendency is actually not just from the side of users, but also for brands it’s a great opportunity to show how much they appreciate their audience.  


It’s not necessary to create a full thematic game for brands, the elements of the game will be enough to catch and hold the attention of consumers. Why is it so popular? All people, despite their age, are fond of games and interactive elements, and, of course, to collect bonus prizes or play puzzles and quizzes is more interesting and inspiring than watching the static banner with the announcement of sales. And the statistics confirm this! 86.9% of the internet users play video games on any device and 74.9% use smartphones. According to GameLoft, 90% of users remember interactive ads for two days after watching. To know more about gamification and its formats read our article. 


Programmatic and automatization continue to gain worldwide popularity because of affordability, ease of use, and efficiency. And in 2021, the digital world was once again convinced of this.

Use Programmatic and promote your brand with NT. If you have any questions, contact us and we will help you!