Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.
In 2022, 40.7% of China’s digital ad spending will go toward the ecommerce channel, for ads offered by retailers like Alibaba and JD.com. This eclipses the share in the US, where 14.5% of digital ad spending will flow to ecommerce channel ads sold by the likes of Amazon, Walmart, and eBay.
Digital and alternative advertising lift overall ad spending in 2021: As spending returns to pre-pandemic levels, it’s become clear advertisers find emerging channels more appealing than traditional ones.
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.
Breadth of go-to-market channels. Insurers may sell direct to consumers via their own channels, through agents or other affiliates, and to employees through their employers.
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.