Investment in paid media should double by 2024
Posted: Tue Jan 21, 2025 4:17 am
eMarketer's forecast shows that investment in paid media should grow again in several market sectors after the pandemic. In the American market, growth will be 17.8% this year, less than half of 2021 (38.3%), however this is because last year's growth rate was the fastest in 15 years, demonstrating a scenario of economic recovery.
Digital ad investment growth by industry
One highlight in the industries with the greatest growth in investment in digital advertising is the travel sector, which had been greatly impacted during the period of social isolation in several countries.
In Brazil, the tourism sector lost R$214 billion in revenue in 2021, according to CNC estimates. According to SEBRAE, there were losses of up to 80% of revenue. However, the outlook is that the market will be able to reach stability by 2023, achieving revenue levels similar to those seen before the pandemic.
Paid media advertising is becoming increasingly advantageous for retail brands
According to consulting firm Gartner, “recent changes in sri lanka whatsapp data data privacy have made retail media more attractive to brands.”
Whereas: “Retailers have unique access to first-party data that brands can’t get anywhere else. Brands can target in-market shoppers highly effectively with retail media that delivers an unmatched return on investment with sophisticated attribution across many product categories.”
According to eMarketer's forecast, the retail sector will see a 23.5% increase in digital advertising investment, making it the leader in the industry. It will be followed by the travel sector with a 22.5% increase.
Paid media will be the second fastest growing advertising channel
Insider Intelligence estimates that US retail ad spending on paid media will grow by nearly a third (31.4%) in 2022. By 2024, spending is expected to nearly double last year's total ($61 billion and $31 billion, respectively).
Paid media will be the second fastest growing advertising channel
Based on the calculation of the compound annual growth rate from 2020 to 2024, the percentage of 30.9% will be responsible for placing paid media as the second fastest growing advertising channel, behind only CTV (33.3%) and surpassing video (26.2%) and social networks (21.4%).
One explanation for this continuous and accelerated growth is due to the fact that e-commerce gained a lot of strength during the pandemic period.
Channels most impacted by privacy policy changes
The study “Future of Advertising First”, by Integral Ad Science, interviewed 346 digital media experts from the United States to understand which advertising channels could be most impacted by the discontinuation of third-party cookies and the majority said it was social networks!
Meanwhile, 24% of experts said that e-commerce ads would be the most impacted and 36% mobile ads (coming in second place as the most cited ad format).
Digital ad investment growth by industry
One highlight in the industries with the greatest growth in investment in digital advertising is the travel sector, which had been greatly impacted during the period of social isolation in several countries.
In Brazil, the tourism sector lost R$214 billion in revenue in 2021, according to CNC estimates. According to SEBRAE, there were losses of up to 80% of revenue. However, the outlook is that the market will be able to reach stability by 2023, achieving revenue levels similar to those seen before the pandemic.
Paid media advertising is becoming increasingly advantageous for retail brands
According to consulting firm Gartner, “recent changes in sri lanka whatsapp data data privacy have made retail media more attractive to brands.”
Whereas: “Retailers have unique access to first-party data that brands can’t get anywhere else. Brands can target in-market shoppers highly effectively with retail media that delivers an unmatched return on investment with sophisticated attribution across many product categories.”
According to eMarketer's forecast, the retail sector will see a 23.5% increase in digital advertising investment, making it the leader in the industry. It will be followed by the travel sector with a 22.5% increase.
Paid media will be the second fastest growing advertising channel
Insider Intelligence estimates that US retail ad spending on paid media will grow by nearly a third (31.4%) in 2022. By 2024, spending is expected to nearly double last year's total ($61 billion and $31 billion, respectively).
Paid media will be the second fastest growing advertising channel
Based on the calculation of the compound annual growth rate from 2020 to 2024, the percentage of 30.9% will be responsible for placing paid media as the second fastest growing advertising channel, behind only CTV (33.3%) and surpassing video (26.2%) and social networks (21.4%).
One explanation for this continuous and accelerated growth is due to the fact that e-commerce gained a lot of strength during the pandemic period.
Channels most impacted by privacy policy changes
The study “Future of Advertising First”, by Integral Ad Science, interviewed 346 digital media experts from the United States to understand which advertising channels could be most impacted by the discontinuation of third-party cookies and the majority said it was social networks!
Meanwhile, 24% of experts said that e-commerce ads would be the most impacted and 36% mobile ads (coming in second place as the most cited ad format).