2022 Digital Advertising Predictions

2022 Digital Advertising Predictions


2022 will see more companies using programmatic branding, especially with the growth of digital out of home (pDOOH) recently creating more opportunities to capitalise on the advantages of programmatic. Such as the flexibility, efficiency, targeting and ability to connect the dots.

– Mark Titley, Head of Client Services, Bench Media


Planning for Attention

Currently, the best metrics to devise the most effective media plans have been completion rates, cost-per-completed-view (CPCV), viewability (pixels-in-view) and time-based metrics (time-in-view). However, these metrics don’t go far enough, and are not correlated closely with moving brand metrics like purchase intent and recall.

Factors like viewability (ad start), video completion, active attention and memorability with a standardised scoring across channels are gaining traction, whereby brands can adjust their channel weightings for optimised results and better outcomes. Research findings on attention, from the likes of Lumen and Professor Karen Nelson-Field, are making us rethink channel planning. More robust research is needed to provide a standardised and independent currency that will allow brands and agencies to plan better towards attentive reach and provide accurate scores in trying to drive outcomes. 


Programmatic Digital Out Of Home (pDOOH)
With Ooh! Media inventory now available programmatically, expect pDOOH to go BOOM. With the power of OOH itself amplified by the benefits of programmatic! Mainly flexibility, targeting and the ability to prove its value in driving in-store / online. Expect BIG recovery and growth.


The Year of Testing & Learning

‘Deprecation day’ may have been pushed back, but this is HOT topic number 1! With so many solutions now being offered, 2022 will be a key time for testing what works best for you and your goals. At Bench, we have partnered with many large players and have access to their alpha and beta versions of new innovations. We are looking forward to continuing to test and learn about new advertising capabilities for our clients in 2022.


Advanced Attribution

Measurement and attribution are going to see continued disruption. At Bench we have recently gained access to technology that allows us to measure the conversion uplift on Search & Social as a result of programmatic Branding activity. Driving higher quality searches and  up to 300% increase in conversion rate of those exposed. We’ve also seen  Share of Search becoming a new and important measure of success (see link here). This WILL lead to additional investment into PROGRAMMATIC branding and longer term planning and outcomes. 

A piece by Mark Titley, Head of Client Services at Bench


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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.