Retail media advertising had a banner year in 2021—one that will be hard to top. Although growth is expected to taper this year, there are several reasons why retailers looking to build their own media networks should take notice.

Social network ad spending also spiked in 2021, though not as sharply as search—mostly because social platforms held their own in 2020, while search suffered as many consumers were conducting online searches that weren’t easily monetizable.

Join us to learn our outlook for digital advertising, including connected TV, retail media, search, social video, audio, out-of-home, addressable TV, and programmatic

Beside taking a cut of creator revenues, Twitter’s encouraging creators to use its platform will bring in more users and engagement and, thus, ad dollars. During its analyst day in February, Twitter announced its goal of growing its monetizable daily active user base from 152 million in 2019 to 315 million in 2023 and more than doubling its revenues from $3.7 billion in 2020 to $7.5 billion in 2023.

As retail media advertising continues to increase year over year, retailers and brands have the opportunity to better plan their digital advertising strategies

Worldwide ad spend soars: Total media ad spending will grow faster than anticipated this year, spurred by strong growth in digital and the rapid economic recoveries seen in countries with vaccine access.

eMarketer's updated full-year 2020 ad spending forecast

Brand marketers worldwide are most confident in their ability to measure return on investment (ROI) in social media marketing—64% are either extremely or very confident in this. Video online and mobile was the No. 2 most effective platform for measuring ROI (59%), while search and display tied for No. 3 (54%).

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. Despite the hit to parts of Europe and Russia, total worldwide ad spending is moving full steam ahead and will pass $900 billion this year.