Advertising market 2022: trends and forecast

Whether online or print measures, what is popular today is already “out” tomorrow. But what does the digital advertising market look like? In this article we explain what will be popular in 2022 and how the measures will change.

The current status

In 2022, advertising spending will have increased by approximately 7% globally. In 2023, advertising spending is expected to increase by a further 5%. It should be noted that print advertising is becoming less and less important. Whether newspapers or magazines, print advertising is no longer popular with companies.

The digital advertising market

The digital world and thus also the digital advertising market are constantly evolving. E-commerce and video advertising are two components that currently determine the advertising market. This trend also redistributes the marketing budget. Up to 87% of advertising expenditure goes into online measures.

Importance of E-Commerce

Anyone who is about to make a purchase decision gathers information on the Internet and obtains comparative offers. It can be assumed that the advertising market will benefit significantly from e-commerce. A clear plus is forecast for social media and search engine marketing. This will not change in the years to come either.

online video advertising

Streaming services are conquering the market. Whether Netflix, YouTube or Amazon Prime, the streaming services make it possible to watch your favorite series at any time without commercial breaks. As a result, television is also changing more and more in the direction of digitality.

Online videos are becoming increasingly important as a result of this development. Companies use the videos for brand communication. The videos have a wide reach, which also goes beyond the target group of the brand. This is due to the increasing consumption of streaming services.