For our latest season of the Media Voices Podcast, kindly sponsored by Poool, we’re be publishing ten episodes exploring the biggest trends of 2022 and how they affect publishers; from subscriptions and membership to local news, platforms, emerging technology and more. Our second episode explores how the advertising market has had its post-pandemic recovery dented by economic uncertainty, and how publishers, platforms and brands are adapting.
The advertising market has been on a rollercoaster ride over the past 12 months. Initial hopes of a more stable year to continue rebuilding from the pandemic were dashed as Russia began its invasion of Ukraine, exacerbating global economic pressures. Digital advertising growth this year has slowed – unsurprising given its unsustainable growth during Covid – but has still been growing at a much faster pace than other platforms across most segments. It is expected to account for 67% of global ad spend by the end of 2022.
The outlook is mixed. The cost of living crisis is likely to force households to drastically cut back on spending. However, the World Cup is forecast to keep growth at 8.4% this year, and although the 6.4% global forecast for 2023 is lower, it is still nonetheless positive.
To discuss this year’s advertising trends and what they mean for publishers going into 2023, we’re joined by Lara O’Reilly, senior correspondent at Insider (formerly known as Business Insider). Lara has covered the media and advertising industries at publications including the Wall Street Journal, Digiday, and Marketing Week for more than a decade.
This topic will be one of the chapters we explore in detail as part of our Media Moments 2022 report, launching on November 30th. Find out more and pre-register here to receive the report.
This season of Media Voices is sponsored by Poool, the Membership and Subscription Suite used by over 120 publishers from around the world. The team behind Poool are industry experts who have put everything they know into the product, ready to respond to your ‘how’ of launching & developing a reader revenue strategy.
The Atlantic's Nicholas Thompson on milestones, paywalls, and setting future goals
Media Briefs: Setting new KPIs to rescue SMB display-ad revenues
Podnews' James Cridland on running a profitable newsletter-first publication
The Wall Street Journal's Edward Hyatt on the changing SEO landscape
TotallyEV's Chris Minasians on building audience trust in product reviews
The Telegraph's Maire Bonheim and David Alexander on newsletters for different business goals
War correspondent Jane Ferguson on how tech is evolving conflict reporting
Immediate Media's Ridhi Radia on making inclusion a strategic priority
JournalismAI's Tshepo Tshabalala on practical AI use cases for small newsrooms
Media Briefs: Democratising AI for publishers
The Economist's Nada Arnot on why publishers should be running more brand campaigns
The Quality Edit's Lauren Kleinman & Lee Joselowitz on performance publishing
The Paper's Oliver Gabe and Owen Davies on print, community, and eating competitions
Futureproofing local news: Tools and trends that will shape the next decade
Futureproofing local news: Evolving company culture and practice
Futureproofing local news: Finding resilient business models
Futureproofing local news: State of the market
Integrating AI into newsrooms: experiment, report, measure
AI in the newsroom: Opportunities, regulation and risk
Project 23’s Elaine dela Cruz on creating DE&I programmes in media
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