This is the perfect season to develop strategies for 2023 with current clients and new prospects! In 2022, digital ad spend grew by 17.8%, and across industries, the total could reach $248.81 billion.
The biggest growth came from retail categories, the fastest growth came from travel, and the largest spending was seen in the retail and financial industries.
Also of note:
- Mobile will take just over two-thirds of spending by device. Interested in learning more? Check out this Basis Blog on mobile advertising trends and tech adoption!
- Display will take nearly 58% of spending by format.
- CTV will continue to serve as a huge driver for both revenue and demand from advertisers. In 2022, nearly 84% of all US households will use a connected TV device, and in July, streaming viewership surpassed cable viewership for the first time ever! Learn more about integrating CTV with your omnichannel strategy here.
Have a needs assessment scheduled, but not sure what questions to ask? Try these out on your next discovery meeting:
- Who is your customer?
- Where is your customer located?
- What are your goals for a digital campaign?
- How will you measure success on a digital campaign?
- What makes up your current advertising mix?
- In the past, what has worked well? What hasn’t?
- Do you have a video (or mobile) strategy?
- What are you looking to invest in digital next quarter?
- Who are your competitors?
- Is there anything in the digital space I can help you learn more about?
As always, please don’t hesitate to reach out if you’d like to brainstorm on ideas or chat through upcoming pitches. We’re here to help!
Sources:
https://content-na1.emarketer.com/us-digital-ad-spending-by-industry-2022
https://content-na1.emarketer.com/streaming-viewership-passed-cable-first-time-ever-july
These verticals should be top of your prospecting list as you plan for 2023.