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The advertising market clings to the economic shock

2022-12-06T17:04:06.081Z

DECRYPTION - Driven by digital formats, global growth is expected to reach 5.9% in 2023. The global advertising market is holding up well, despite macroeconomic shocks. The sector's global growth is expected to approach 5.9% in 2023 to reach $855 billion, compared to 6.5% this year, according to the latest report from GroupM (WPP). “Uncertainty remains for the market in 2023. We anticipate a timid start to the year with a more favorable return in the second quarter, depending on the e



The global advertising market is holding up well, despite macroeconomic shocks.

The sector's global growth is expected to approach 5.9% in 2023 to reach $855 billion, compared to 6.5% this year, according to the latest report from GroupM (WPP).

“Uncertainty remains for the market in 2023. We anticipate a timid start to the year with a more favorable return in the second quarter, depending on the evolution of the current international context”,

explains Olivier Baconnet, Chief Investment Officer of GroupM France.

The clouds that have been falling over the world economy for several months (price inflation, energy crisis, decline in consumer purchasing power, persistent tensions in supply chains) persuade a good number of companies to show caution by reducing their advertising investments.

Among traditional media, the press should be affected by this slowdown, according to GroupM forecasts.

Connected TV is expected to accelerate by 18.1% next year, to 23.2 billion, and will cross the 30 billion threshold in 2025

GroupM

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Source: lefigaro

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