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.
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Big Noises: Amy Kean on why media needs more weirdos
Big Noises: Neil Thackray on why content is not king
PPA Festival Special: How publishers are future-proofing audience relationships
Practical AI Podcast Special: Lessons from local media
Substack UK Head of Writer Partnerships Farrah Storr on why every magazine should embrace paid newsletters
Semafor Media Reporter Max Tani on joining a global media start-up
TIME Editor in Chief & CEO Edward Felsenthal on the secret to lasting 100 years
Trusted Media Brands CEO Bonnie Kintzer on future-proofing a legacy publisher
The Ankler CEO Janice Min on turning a newsletter into a media business
Financial Times’ Head of Newsletters Sarah Ebner on the varied role of newsletters
Word in Black COO Andrew Ramsammy on the opportunities of news collaboratives
Good Housekeeping Editor in Chief Gaby Huddart on using their centenary to be future-facing
Dexerto CEO Josh Nino on standing out in the crowded market of gaming publishers
Association of Online Publishers CEO Richard Reeves on how publishers are addressing diversity and inclusion
Special: Highlights from Media Moments 2022
Collectives and activists drive a year of change around climate reporting: Media Moments 2022
Publishers power through as hype around emerging tech comes crashing down: Media Moments 2022
Beyond the Twitter chaos, platforms and publishers re-evaluate their relationship: Media Moments 2022
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