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Media Buying

Though out-of-home (OOH) spending plummeted during the pandemic as people rarely ventured out-of-home, the stalwart billboard ad saw its share of budgets leap.

Inflation. Return to work. Supply chain disruptions. War. Recession. It’s been a wild 2022, and larger pressures are disrupting advertising. Here are a few key trends from our recent “Great Realignment” webinar.

TikTok's popularity has translated to explosive growth in TikTok’s ad revenues. This year, TikTok will net $5.96 billion—more than Twitter and Snapchat combined.

After surpassing media in digital ad spend during 2020, the entertainment industry continues to widen its lead in the US. This year, entertainment will lay out $14.86 billion, exceeding the media industry’s $12.30 billion.

Google to crack down on advertisers promoting annoying content: Its new policies could be a win for consumers—not to mention the search giant’s bottom line.

TikTok commands attention in the UK market: Though it doesn’t make the top 10 among mobile apps in terms of consumer reach, the app leads in time spent per user.

Changing content consumption patterns are bending media and entertainment ad spending in different directions.

On today's episode, we discuss Facebook's plan to be cool again, Amazon testing a TikTok-style feed, what to make of the price of Netflix with ads, WhatsApp's superpowers in India, TikTok and YouTube making TV their new home, an unpopular opinion about ad-free social media, the most livable cities in the world, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Evelyn Mitchell and Max Willens.

In this video, Skai’s™ Margo Kahnrose, who, as CMO, leads global marketing for the company, shares why closed, opt-in ecosystems provide high return on ad spend and high engagement. Kahnrose, who has over 15 years of experience in marketing, branding, communications, and lead generation across various enterprise and consumer goods industries, also explains why omnichannel capability, media neutrality, and an efficient, real-time approach to measurement are a must when looking for an advertising technology partner.

OOH ad spending is getting back to where it once belonged. Prior to the pandemic, OOH was steadily growing, which was impressive for a medium still primarily rooted in traditional ad buying.

Nearly $2 billion in US out-of-home (OOH) ad spend went to billboards in Q2, accounting for about three-fourths of OOH. That said, billboards’ share decreased by 9 percentage points with that money going to transit as commuters return to buses and trains.

Overall digital ad spending in the US is set to grow by 17.8% in 2022, a steep deceleration from 2021’s 38.3% boom but still ahead of 2020’s pandemic-skewed slowdown. Industry-level digital ad spending has mirrored these extreme swings in recent years—with individual highs and lows often spread far apart from the median. Starting this year, however, most industries will settle into more steady spending patterns closer to the national average.

Snap in survival mode: Snap is laying off some of its augmented reality hardware and software talent, stalling years of innovation and putting its leadership position in AR at risk.

Even The Washington Post feels the ad downturn: Long-standing problems with digital publishing are combining with lower ad spending to create a perfect storm for the industry.

Google and Meta have maintained a steady lead in digital ad revenues worldwide, ahead of the likes of Amazon, Twitter, and Snapchat. But that's not without their own growing pains. Both Meta and Google saw revenues dip by several billion dollars in Q1 of this year. Still, the companies are tens of billions of dollars ahead of triopoly competitor, Amazon, in digital ad revenues.

Healthcare delivery went digital in 2020, and so did healthcare and pharma ad budgets. In fact, 2020 was the only year in which healthcare and pharma overindexed the overall market digital ad spending growth.

TikTok sees an opportunity in local content: The video app is testing a new feed that displays algorithmically recommended videos made in your area.

On today's episode, we discuss who is most likely to win the short-video race, the significance of Lyft's new media division, the potential of Apple's ad business, whether buy now, pay later is too good to be true, Chewy's new insurance and wellness service CarePlus, an unpopular opinion about retail media, who's buying all the electric vehicles, and more. Tune in to the discussion with our analysts Ross Benes, Blake Droesch, and Max Willens.

Twitter employee departures accelerate as Musk drama wears on: Uncertainty over company direction and stalled growth initiatives could be a turnoff to advertisers as well.

July spending figures confirm the advertising downturn: The industry is pulling back from pandemic-era highs, and everyone is feeling the impact.