Document predicts retraction of more than 7% this year
Warc’s Global Ad Trends Report: Media models in flux predicts that global ad spend is expected to decline by 7.7% in 2023, totaling $47.2 billion.
Released this Wednesday (22), the document contextualizes the figures with the amount that Amazon alone earned last year: US$ 37.7 billion.
Furthermore, Warc revealed that for every US$ 10 spent on any type of advertising, US$ 4 goes into the coffers of Meta, Alphabet and Amazon.
For newspapers and magazines, modest increases in digital ad revenue were insufficient to offset losses in print ad revenue,” said Alex Brownsell, author of the Warc survey.
He says that global advertising revenue in print media has halved in the last six years, from US$ 75.9 billion in 2016 to US$ 37.3 billion in 2022.
Streams
Another piece of data shows that, globally, 57% of people are canceling SVOD subscriptions to the detriment of streaming services with advertising to access content for free.
Warc also predicts that large retail chains will become more valuable than linear TV by 2025.
This is because, as a result of cookies and the LGPD, in the case of Brazil, brands have started to create proprietary content, which makes them play a fundamental role for advertisers at the top of the funnel.
(Credit: Pepi Stojanovski on Unsplash)
