This Week In Digital Advertising Data (December 30th, 2022)

Let’s see what this week’s numbers say about online advertising, shall we?

  • The IAB surveyed ad buyers to find out which channels are likely to enjoy the biggest increase in budgets in 2023. In a recent report, The shift against cookies is expected to benefit paid search and social. Paid search emerges as the channel with the second-fastest rate of projected growth next year, with an estimated 8.9% increase. Social media is slightly further back, with a 6.5% increase in budgets forecast by respondents.
  • Although TikTok is still Gen Z’s favorite app; and it’s expected that nearly 70% of Gen Z internet users will it monthly in 2023; emerging competitors like BeReal are gaining traction, based on a comparison of fall 2022 Piper Sandler survey data with our forecasts.
  • Go through the latest eMarketer report,  and learn about digital advertising trends to watch for 2023. With inflation driving up operating costs and a potential recession looming, marketing is getting deprioritized.Their latest forecast predicts $278.59 billion in US digital ad spending next year, down from the $284.10 billion expected in our previous forecast—a setback of $5.51 billion.


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