Media has had two decades of Cinderella perfection. Ever increasing demand has been met with increasing supply – with the revenue growth funding new content and innovation. This attracted new eyeballs, so price inflation was limited. Happy days.
But unfortunately, the fairy tale seems to have taken a turn for the worst. In 2022, the price of media will rise significantly for the first time this century. Like other goods and services, price is determined by the interaction of supply and demand. As digital exploded, and more media became available across more devices, users became increasingly adept at simultaneous multiple format consumption. The seemingly unending appetite for evermore media was satiated by rising supply.
Media costs per thousand eyeballs increased in autumn 2021 and will continue in 2022. So, how can we mitigate the impact of inflation throughout this year?
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