Slower growth for 2023 maybe, but the world of ad tech is not in Armageddon.31 Mar 2023 16:04
Whereas the growth in ad spend worldwide is predicted to halve in 2023 compared to 2022, this forecast implies that there is still an overall growth prediction for 2023. China, where we have no interest, will likely impact the down trend in the ad spend growth figures more aversely than other countries. Note also, Forbes is predicting that within the overall ad spend mix …
Extract…"On a brighter note, the CTV market is expected to grow 14.4% in 2023 and will grow faster than the overall advertisement market. They forecast Linear TV spending to see a drop of (6.3%). Across the advertising channels, digital video, including CTV, is expected to have the highest share of 22.4%, up from 19.3% in 2022.
There are positive comments from other ad-tech companies on CTV. Hunain Khan, Director, Programmatic CTV supply at Xandr said, “2023 marks a new age of CTV, due to the increased amount of available premium inventory through AVOD platforms.”
Similarly, Hitesh Bhat, Director, CTV/OTT, EMEA at PubMatic said, “2023 will be an interesting year for CTV in Europe, but I’m avoiding “the year of CTV’ hyperbole. The ad-funded opportunity will grow significantly with the entrance of huge players such as Netflix, Disney+, Paramount+ and the combined HBO/Discovery+ offering. I think Netflix and Disney will be careful in terms of ad loads, so as not to annoy viewers who are still also subscribers.
The Dentsu ad spending report forecasts that global advertising spending in 2023 to increase by 3.8% YoY to $740.9 billion. It is lower than the 8% expected growth for 2022 and the 19.6% growth reported in 2021. The forecasts have been slashed from the July report, which projected a growth of 5.4% for 2023. Some of the reasons mentioned in the report for the slowdown include rising inflation, interest rates, recessions, and political uncertainty. The report suggests that if we exclude the media price inflation, ad spending is forecasted to drop (0.6%) in 2023.
The Americas region is expected to grow 3.7% YoY to $339.1 billion, the EMEA region to grow 3.8% YoY to $156.7 billion, and Asia Pacific is forecasted to grow 4% to $245.1 billion.
Digital ad spending is expected to grow 7.2% YoY to $422.8 billion. It is down from 13.7% expected growth in 2022. Digital ad spending accounted for 57.1% of all advertising spending in 2023. The share is expected to increase to 59.5% in 2025.
According to Insider Intelligence, digital ad spending is expected to grow 10.5% in 2023 from the expected 8.6% in 2022, both of these estimates reflect downward revisions of 2.6% and 7%, respectively.
Extract…“Google has an edge over its other ad-reliant competitors in an economic downturn, as advertisers facing budget cuts typically prioritize lower-funnel channels with higher ROI like search,”….Probably why Perion with its exclusive relationship with the Microsoft Bing search engine, is performing so well just now. .
Continued...