77% of Marketers to Spend More on Online Video in 2022

Digital budgets have grown strongly following COVID-19 disruption and marketer enthusiasm for online channels shows no sign of slowing, according to a WARC survey of more than 1,500 practitioners.

Online video and social media lead the pack, with 77% and 68% of marketers, respectively, expecting to increase their investment in 2022. Newer channels like podcasts are also attracting higher spend, with 54% reporting a planned increase.

Investment in legacy channels, though, is expected to be largely flat as the pandemic rebound eases – around two in five marketers expect their OOH, linear TV and broadcast radio spend to stay the same in 2022.

WARC Data’s latest Global Advertising Trends report provides advertising spend forecasts for 2022 and 2023. Key findings include:

The global ad market saw record growth this year, with advertising investment rising by 23.8% to a total of $771bn.

E-commerce is set to lead advertising growth to 2023, by when it is expected to be worth $137bn.

Post-pandemic changes in consumer behaviour and data privacy will be the most significant challenges for marketers in 2022.

The full report is available to WARC Data clients while a free sample is available here.