In Silicon Valley, some American tech giants are mourning the golden age of their main source of income: digital advertising.
2022 marked the end of a decade of meteoric and uninterrupted growth in advertising spending by advertisers on Google, Meta, Snap and Twitter.
The clouds that have descended over the past few months on the world economy (inflation, persistent tensions in supply chains) are of course to blame, since they have persuaded companies to exercise caution by reducing their marketing investments.
In the United States, for example, they are expected to spend $65.3 billion this year on advertising on social networks.
This 3.6% year-on-year increase is on average eight times lower than the growth levels recorded in previous years, according to eMarketer.
“Today, faced with the decline in consumer purchasing power, certain groups such as Colgate-Palmolive consider…
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