Global advertising spending will increase. Next year 2023 but will do so at a slower pace. According to the biannual Dentsu Ad Spend Report . It will grow specifically by 3.8% to reach 740.9 billion dollars. It is expected to strengthen next year by 4.8% despite the economic slowdown currently facing the global economy. This report, which examines data from 58 markets. Suggests that the level of spending will slow by 1.6% compared to its previous prediction of a 5.4% increase next year. By formats, digital spending will continue to lead with 57.1% of the spending expected for 2023, reaching $422.8 billion at the end of that year.
Newspapers and magazines will continue
According to a study published. IAB Europe Costa Rica Phone Number List and reported by Adweek. Marketing professionals are increasing their partnerships with retailers as part of their plans. Improve consumer reach through retail media and offset dependence on cookies. Which each time it should be smaller. Almost all other channels will also see growth next year. Advertising investment in television will increase in 2023, by 0.2% to reach $182.7 billion, outdoor advertising . +2%; cinema , 6.1%, and audio, +2% . However, newspapers and magazines will continue to experience declines. With a forecast of -3.6% for 2023.
The impact of inflation on advertising investment
Due to macroeconomic challenges , more than half of the ASB Directory markets analyzed in the report (30 out of 58) were revised downwards heading. 2023 compared to the report published in July 2022. Factors such as inflation or the general rise in fuel prices are expected. Have an impact on spending by both consumers and companies. Which will cause a slowdown in expectations for growth in advertising investment. Dentsu states that prices will continue to grow by 0.6% in the 12 main markets, but the impact of this will not be the same in all formats.
