Media Buying

In 2023, 58.5% of Meta’s $121.90 billion of ad revenues worldwide will come from Facebook, per our forecast. The remaining 41.5% will come from Instagram, whose ad revenues are growing faster than Facebook’s, which will decline in 2022. For the next two years, Instagram will continue to outpace Facebook by this measure.

Will TikTok’s China ties stymie its progress in US? Legislative and regulatory suspicions and scrutiny pile up even as the app gains favor with marketers and users.

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.

As the costs of doing business increase, direct-to-consumer (D2C) brands are struggling to find and keep customers. Some brands are selling their products through Amazon to capitalize on its search power. Others are turning to brick-and-mortar stores to help out.

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.

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.

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.

Social’s share of total digital ad spending will shrink every year through 2024 at an accelerated rate. We

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.

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.

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.

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

The ad-reliant digital publishing business is dying: News organizations like CNN, Gannett, and countless others are laying off hundreds as ad revenues fall dramatically.

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.

Now that the dust has settled from this year’s record-breaking Cyber Five (the five days between Thanksgiving and Cyber Monday), it’s time to see how the industry’s advertising efforts shook out, according to new research from Tinuiti.

Email and TV may not be flashy, but they were critical to Black Friday and Cyber Monday: Both marketing channels may be older—but they’re far from deprecated.

Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.