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Advertising Industry: Difference between revisions
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=== Magna Forecast <ref>https://magnaglobal.com/us-ad-market-update-march-2023/</ref> === | === Magna Forecast <ref>https://magnaglobal.com/us-ad-market-update-march-2023/</ref> === | ||
=== June 2023 === | ==== June 2023 ==== | ||
'''Advertising spending slowed down to a halt in the first quarter of 2023 (+1.5% globally, flat in most Western markets) due to economic uncertainty and the lack of cyclical drivers.''' There are, however, some drivers mitigating the impact of economic slowdown: Ecommerce and Retail Media bringing more marketing dollars into digital advertising formats, and the counter-cyclical dynamic of some large industry verticals (Retail, Auto, Travel). | '''Advertising spending slowed down to a halt in the first quarter of 2023 (+1.5% globally, flat in most Western markets) due to economic uncertainty and the lack of cyclical drivers.''' There are, however, some drivers mitigating the impact of economic slowdown: Ecommerce and Retail Media bringing more marketing dollars into digital advertising formats, and the counter-cyclical dynamic of some large industry verticals (Retail, Auto, Travel). | ||
[[File:Screenshot 2023-07-14 112834.png|center|thumb|683x683px|https://magnaglobal.com/global-ad-market-june-2023-update/]] | [[File:Screenshot 2023-07-14 112834.png|center|thumb|683x683px|https://magnaglobal.com/global-ad-market-june-2023-update/]] | ||
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* '''North America and European markets will underperform this year''' (ad market growth of +2.5% and +4.2% resp.), due to weaker economic activity (+1.6% and +0.8% real GDP growth, resp), mature media/marketing landscapes, and a lack of major cyclical driver compared to 2022. APAC (+7.1%) and Latin America (+8.7%) will grow significantly faster. | * '''North America and European markets will underperform this year''' (ad market growth of +2.5% and +4.2% resp.), due to weaker economic activity (+1.6% and +0.8% real GDP growth, resp), mature media/marketing landscapes, and a lack of major cyclical driver compared to 2022. APAC (+7.1%) and Latin America (+8.7%) will grow significantly faster. | ||
=== December 2022 === | ==== December 2022 ==== | ||
[[File:Advertising2.PNG|thumb|https://magnaglobal.com/us-ad-market-update-march-2023/]]In its new 2023 scenario, MAGNA expects little or no growth in the first half (+2% in 1Q23, +4% in 2Q23) against tough quarterly comps, followed by a recovery in the second half (+6% to +7%), as the economy solidifies, and advertising comps become much easier. Overall, full-year advertising revenues will grow by +3.4% this year to reach $326 billion (incl. CE). | [[File:Advertising2.PNG|thumb|https://magnaglobal.com/us-ad-market-update-march-2023/]]In its new 2023 scenario, MAGNA expects little or no growth in the first half (+2% in 1Q23, +4% in 2Q23) against tough quarterly comps, followed by a recovery in the second half (+6% to +7%), as the economy solidifies, and advertising comps become much easier. Overall, full-year advertising revenues will grow by +3.4% this year to reach $326 billion (incl. CE). | ||