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.

Watch the on-demand replay of our webinar, The Era of Uncertainty, as our analysts address key questions about the rapidly shifting landscape for social media, retail and ecommerce, and financial services.

Meta clashes with Apple over AppTrackingTransparency: The change damaged Meta’s profits, but Apple’s ad business is soaring.

Analyst take: “Headwinds are turning into gale force winds for the social platforms,” said Jasmine Enberg, principal analyst at Insider Intelligence. “A perfect storm [is] heading straight for their ad businesses. While a slowdown was to be expected after the pandemic-induced gains last year, Snap isn’t likely to be the only social platform to struggle to meet its expectations for Q2.”.

This gives advertisers another option for audience targeting on top of custom or lookalike audiences, as well as behavior, demographic, device, and interest targeting—which are similar to options on other social networks’ ad platforms and familiar to most social media managers. TikTok’s measurement capabilities are improving.

Our forecast estimates for social network video advertising include paid video ads that appear within social networks, including Facebook, Instagram, Twitter, Snapchat, and other social platforms we don’t yet break out for this metric, such as Pinterest, Reddit, TikTok, and LinkedIn. Notably, our social network video ad spending estimates exclude video ads that appear on YouTube or Twitch.

TikTok kills two birds with one stone: The platform needs to court advertisers and become the most creator-friendly social platform. Its new initiative could do both.

ByteDance properties Douyin and TikTok have been making waves inside and outside China for several years. Their combined spectacular growth will result in ad revenues of more than $30 billion for their parent company in 2022, leaving ByteDance in fifth place among ad publishers worldwide.

On today's episode, we discuss how many people are cryptocurrency owners, which direct-to-consumer companies are leading the category, and what Meta's overall ad revenues total up to. "In Other News," we talk about the number of people who aren't using the internet and whether consumer enthusiasm for DoorDash will remain high. Tune in to the discussion with our analysts Whitney Birdsall and Nazmul Islam.

Reassess media spend. Conduct testing to see if contextual advertising is worth pursuing or if diverting spending to Android will still reach the desired target audience. If collecting first-party data isn’t an option, shifting spending toward platforms that have a lot of their own can also be effective. Read Next. Sources. AdColony. Advertiser Perceptions. AppsFlyer. Branch. Comscore. Connatix.

Social platforms have benefited from the increases in digital ad spending. In an October 2021 PayPal survey, promoting and selling on social media ranked as the top ways small and medium-sized businesses (SMBs) in Singapore were using to grow during the pandemic.

Shrinking Reserves of Offline Ad Dollars. The bulk of offline ad spending that could painlessly be shifted to digital has already been shifted, which will dampen overall digital ad spend growth rates from 2022 on. While US traditional media ad spend plunged 18.1% YoY in 2020, per our forecast, the sharpest projected drop between 2021 and 2025 is just 1.4% (in 2023).

On today's episode, we discuss what to make of Meta's turnaround user growth and slowing ad sales. "In Other News," we talk about the most important thing to pay attention to when it comes to influencers this year and whether Reels is Facebook's future. Tune in to the discussion with our analyst Jasmine Enberg.

Still, some retailers continue to see promise for ecommerce on the company’s social networks given their massive user bases. More on this: The company, then known as Facebook, began its latest ecommerce push when it launched Facebook and Instagram Shops in May 2020. The feature enables retailers to post their catalogs directly on the social networks.

What’s more, social ad units are delivering improved return on ad spend (ROAS) and predictable performance for brands. Programmatic direct spending, which is mainly made up of social ads, will account for more than three-quarters of total digital display expenditures in Canada in 2022. Brands should ensure their media mix is somewhat in line with these industry norms.

Meta juggles its Facebook present and metaverse future: The social network gains users, but recent losses could mean less money for metaverse R&D, giving VR platform competitors an opening.

Ad Spend, “Ad Tech Tax” Keep Rising. While there is no single measure of the current identity crisis’ effect on the digital ad market, there are several metrics that highlight how much is at stake from past and future deprecation of browser cookies and mobile IDs. US programmatic display ad spending will top $123 billion by the end of 2022 and grow by over 15% to reach nearly $142 billion next year.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

TikTok is now the third largest social network in the US, ahead of Snapchat and Pinterest. Facebook won’t be able to stop the teen exodus, Instagram’s user base is growing older, and Twitter will start losing users.