Global social media ad revenues stall

The winter update of the MAGNA (IPG Media Brands) Global Ad Forecast predicts that media owners’ advertising revenues will reach US$833bn in 2023, up 5% vs 2022. Despite challenging economic conditions, traditional media companies (TV, audio, publishing, out-of-home) saw ad revenues grow by 2.5% this year, while digital media companies grew by 9%. This is the narrowest growth gap ever observed by MAGNA, signalling that editorial media brands remain attractive and relevant as they now combine brand safety with cross-platform reach.

Multiple factors, including plateauing reach & usage and targeting limitations (as a result of Apple’s post-iOS 14 environment), combined to cause social media advertising to stall in 2022: global sales grew by just 4.4% to US$149bn, well down on the growth rates of 20-35% observed in the previous three years. TikTok is the only social media owner to post advertising growth, while incumbent social networks suffered flat or declining ad sales, especially in Europe and North America. MAGNA expects social media advertising to accelerate only slightly in 2023 (+6.8%).

Vincent Létang, EVP, Global Market Research at MAGNA and author of the report, said: “Advertising spending slowed down in the second half of 2022 because of economic uncertainty and issues affecting digital advertising formats, but traditional editorial media managed to grow by +2.5%. The gap in growth rates with digital advertising growth (+8.9%) was the narrowest ever measured by MAGNA, suggesting that the long-term transition to a digital-centric marketing landscape has slowed down following the Covid acceleration.

Nicholas Hall Writes: “What are the ideal channels of distribution and communication post-Covid, when consumers clearly are omnivorous and want the best of all possible worlds and flexibility in choosing brands and spending their hard-won cash in this global recession? It seems that there has never been a greater need for searching questions about the validity of brand strategies and marketing execution, which is needed both within companies and in media like CHC.Newsflash.

For more information on the news service, or to set up a trial of CHC.Newsflash or CHC.NewDirections to kickstart your 2023, contact melissa.lee@NicholasHall.com.

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