Global ad spending growth will slow as economic concerns persist

While traditional ad and marketing spending growth slowed, it still jumped by $1.02 billion in 2022 compared with 2019, before the pandemic began. The U.S. was up $888 million, but traditional spending trailed 2019 levels in 10 of the top 20 markets, including Australia, Canada, France, Germany, Italy, Japan, Netherlands, Russia, Spain and the U.K.

A “key trend resurfacing is the continued shift of brand budgets from ad platforms used to increase brand awareness to marketing platforms that engage end users closer to the point of decision,” said Quinn. This included a growth in market share of content and influencer marketing, according to PQ Media.

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from Digital Marketing Education https://ift.tt/KbEzwCH