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.
Future Chief Audience & eCom Officer Aaron Asadi on driving affiliate revenue
Journalism.co.uk Editor Marcela Kunova on nurturing innovation in newsrooms
Bauer CEO Chris Duncan on leading a magazine business through lockdown
Independent Digital News & Media's Jo Holdaway on the importance of data to publishers
Defector VP of Revenue & Operations Jasper Wang on growing an employee-owned newsbrand
MDIF Deputy CEO Mohamed Nanabhay on investing in sustainable media businesses
Decanter Editor in Chief Chris Maillard on refreshing Future’s wine brand for its loyal readers
Conversations: How Eurosport is turning its evergreen content into success in podcasting
The Membership Economy's Robbie Kellman Baxter on developing compelling direct to consumer offers
Columnist and lecturer Bo Sacks on why now is the golden age of publishing
Special: Which publishers won the pandemic?
Mental Floss EIC Erin McCarthy on the title's 20-year mission to make readers smarter
Twitch's Creative Strategy Lead Jack Woodcock on building communities through livestreams
The Fat Zine co-founder Gina Tonic on being an activist vs. being a publisher
WSJ Editor of Live Journalism Kim Last on virtual events as a live magazine
Shado co-founder Hannah Robathan on the magazine as an outlet for activism
The Big Issue CEO Paul Cheal on the magazine’s fight to survive lockdown
Wareable.com's James Stables on surviving a catastrophic loss of search traffic
The Delicate Rébellion's Hannah Taylor on supporting her community's creative passions
The Bureau Local director Megan Lucero on the collaborative future of news
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