The social ad market is in disarray. Market conditions have gone from bad to worse, and the turmoil at Twitter and Meta’s ill-timed bet on the metaverse have contributed to a major reduction in our outlook for social ad spending in 2022. One bright spot is TikTok, but even it isn’t immune to the challenges facing social media today.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
WHAT’S IN THIS REPORT? Our latest forecast for US social network ad spending, including breakouts by platform and ad format.
KEY STAT: Our forecast for social network ad spending in 2022 is nearly $10 billion lower than what we predicted just nine months ago. By 2024, the gap between our two most recent forecasts will exceed $20 billion.
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