We cut $5.51 billion from our US digital ad spending forecast for 2023, due to the fallout from Apple’s privacy changes, Google’s deprecation of third-party cookies, and a stricter regulatory environment. Along with inflation and a potential recession, these challenges will depress spending until 2025, when it should return to previously projected levels.
Netflix experiences growing pains as an ad platform: It misses some viewership guarantees by a mile—though it’s trying to make up for it.
Travel industry poised to keep climbing in 2023: Though inflation and the chance of a recession could cause some turbulence, pent-up demand will buoy airlines and hotels.
Social’s share of total digital ad spending will shrink every year through 2024 at an accelerated rate. We
Twitter looks to ad placement guardrails to win back advertisers: Controls will prevent ads from appearing alongside tweets containing certain keywords.
The digital advertising landscape is shifting and it’s every person for themselves in a fight to the top. Let’s get to know the players and place our bets on who will win the battle royale for ad dollars.
Semafor bets on events as ad spending pulls back: Recently launched pubisher to rely on revenues coming from conferences and meetings.
Commerce isn’t driving revenues for social media platforms the way the platforms once hoped. That’s what our analyst Jasmine Enberg predicted during the keynote session of our “Attention! Trends and Predictions for 2023” event.
Time spent with cable and broadcast TV is decreasing, a trend that’s been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.
Out of home advertising could be 2023’s unsung channel: Digital OOH is growing at a fast clip, while traditional OOH surpasses the growth rate of other traditional media.
Disney+ looks to retain and expand customer base with ad tier: Lower-cost streaming option may help draw price-conscious consumers.
Nearly half (47%) of marketers worldwide would spend more on connected TV (CTV) advertising if they had access to higher-quality targeting data, according to Lotame. Meanwhile, 36% are looking for a more efficient buying or planning process.
Programmatic could be publishers’ Achilles heel next year: A new study finds that 53% of marketers expect to spend less on programmatic ads in ‘23.
Meta oversight board urges changes to Facebook “cross-check” program: Panel says initiative puts social giant’s business interests above free speech.
Microsoft is considering a super app: If the company proceeds with its plans, it could drive more advertising revenue—but that’s a big if.
Ad-supported video services stream into Canada: Country is fertile ground as viewers demonstrate heavy adoption across a variety of entertainment platforms.
Ad market growth to slow but not stop in 2023: Connected TV and retail media will drive strength in uncertain economy, per forecasts.
With inflation driving up operating costs and a potential recession looming, marketing is getting deprioritized. Our current outlook: Ad spending won’t bottom out
Disney ups its clean room measurement capabilities: The media giant enlists VideoAmp to take advantage of advertiser interest in clean room tech.
The US ad market has declined five months in a row, according to MediaPost and the Standard Media Index’s US Ad Market Tracker. But as people return to planes, trains, and automobiles, out-of-home (OOH) ad spend is growing. Here are five charts with what you need to know about this unique time for traditional, digital, and programmatic OOH advertising.