Digital advertising is on shaky ground. Recent changes to our forecasts reflect that uncertainty. We examined what this year will look like for marketers, from retail media’s rise to social networks’ stagnation.
A quarter of US adults pay the most attention to TV commercials, making them the top ad format, followed closely by online ads, per CivicScience. Magazine and newspaper ads rank near the bottom, with only 4% and 5% paying them the most attention, respectively.
Meta’s latest EU fine is more than a minor shakeup: The ruling, which Meta will appeal, could markedly limit its ability to target advertisements.
New California and Virginia laws kick off a big year for privacy regulations: Oddly enough, marketers could benefit from federal regulation to solve the problem.
Taiwan is still the cradle of chip innovation: TSMC committed to its home country even as it broke ground in America, maintaining Taiwan’s dominance in chip production at a time of heightened geopolitical conflict.
The ad industry will never be the same after 2022: Between the ad downturn, regulation, and new channels, the ad industry entered a new era.
From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.
It’s time for podcast advertising to mature with its audience: The format has reached mainstream success, but ad solutions are lagging behind.
Google expands its cloud but pivots to a simplicity sprint to counter the down economy: Innovation could be dialed down further for 2023 as Big Tech’s most multifaceted behemoth rethinks its strategies.
Retailers’ return rates are rising: That’s a significant challenge to merchants’ bottom lines, but it also presents an opportunity for those that offer a straightforward process.
November ad spend shows the pandemic boom is over: The typically lucrative period declined 8% year over year as the market finally stabilized after the pandemic.
Smartphone consolidation continues: Apple’s iPhone continues to gain share in the high end of the smartphone market while consumers get fewer options for affordable or entry-level 5G devices.
2022 brings a dramatic change in fortunes for some social networks: Contracting ad spending growth prompts big downgrade in our forecast.
Marketing and advertising has room for improvement on diversity: A study shows progress in female and non-white worker representation, but concerns remain.
Is Apple the next advertising titan? Apple committed to developing its ad business in 2022, but it faces stiff opposition from other Big Tech giants.
Companies outsource CX work amid labor crunch: Consultancies and agencies can help build customer-centric cultures and increase revenue and productivity.
Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.
Retail and streaming platforms poised to gain digital ad revenue in 2023: Spotify and other newer players in advertising will see faster growth than Meta and Google.
The long goodbye for TV advertising: The longtime de facto ad channel kicked off a slow death that will take years to complete as digital channels claim the throne.
By 2026, almost half of US household will use smart home devices. Most