Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.

As retail’s digital dominance grows, Google successfully captures retail ad dollars: Its investments in social commerce on YouTube and improvements to Google Shopping appear to have paid off.

Following a banner year, US ad spending in 2022 will be shaped by three key trends: Linear TV crossing the Rubicon, a billionaires’ club emerging in connected TV (CTV), and ecommerce ad spending enriching Google, Amazon, and a crop of newcomers in search and retail media.

Mekanism said TikTok currently makes up a larger share of its total social ad spending, around 20% and growing. Most of Mekanism’s clients are business-to-consumer (B2C) brands from the consumer packaged goods (CPG) and tech industries.

The region, which includes Russia, Ukraine, and over 20 other countries, will see 22.8% less ad spending this year compared with 2021. We reduced our forecast for 2022 ad spending in the region by $4.32 billion. The war will continue to affect ad revenues for Meta and some social platforms.

Advertising reacts to the uncertain economy: Ad spending will remain strong this year, but the challenges ahead are many.

Our latest forecasts for ad spending in Canada, which include our first-ever estimates for Google and Meta, show strong growth overall and an accelerated shift to digital.

John Hancock’s Ardini echoed this, saying that almost all of her company’s ad spending is on digital, allowing it to “optimize in real time, quickly see what's working and what isn’t, and make changes.”. How CMOs Succeed Externally. Create Positive Customer Experiences.

Internet users spend considerably less time on Facebook and Instagram than they do on TikTok and YouTube, per our forecast—which makes it harder for Meta to lower CPMs to attract more ad dollars. iOS changes have demonstrably led to a decline in ad spending on Meta’s mobile properties, also according to Tinuiti.

While our forecast covers both P&C and life insurance, P&C players account for most ad spending. What’s Driving Insurers’ Digital Ad Spend Growth in 2022? Reallocated Spending From Traditional Channels. Two main offline channels will lose ad dollars to digital channels:. Direct mail.