1、2023 Outlook SurveyAd Spend,Opportunities,and Strategies for Growth November 20222IAB Proprietary ResearchObjective3Methodology&Respondent Profile4Executive Summary52023 Outlook:Ad Spend72023 Outlook:Opportunities and Strategies for Growth 13Deep Dive:Retail Media Networks18Deep Dive:Metaverse23Tabl

2、e of Contents3IAB Proprietary ResearchObjectiveThis study was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2023 ad spending marketplace(including both spend levels and strategies)being projected by buy-side ad investment decision-makers,primaril

3、y at brands and agencies.This study includes:A view into overall spend as well as at the channel and category levelsA perspective on opportunities and strategies for growthInsights into two key,growing spaces:Retail media networks(RMNs)and emerging technology(e.g.,metaverse,non-fungible tokens(NFTs)

4、,augmented reality(AR),etc.)The results are designed to help both the buy-and sell-sides:Plan for the year aheadBenchmark competitive positioning/strategy in the marketplaceIdentify white space,channels,opportunities,and brainstorm ideas for launching new products and services,finding new targets,an

5、d growing ROI4IAB Proprietary ResearchMethodology&Respondent Profile75%23%2%Job TitleDirector+(e.g.,C-level,SVP,VP,etc.)Manager(e.g.,Planner,Buyer,Strategist,etc.)Junior(e.g,Analyst,Planning Assistant,etc.)42%42%16%Company TypeBrandsAgenciesOther(e.g.,Marcomm,Consultancies)Email survey sent to buy-s

6、ide ad investment decision-makers,primarily at brands and agencies Field dates:10/18/22-11/7/22n=223 5IAB Proprietary Research2023 Outlook:Ad Spend2023 overall ad spend is projected to be up 5.9%YoYAlthough most categories are projecting ad spend growth in 2023,the growth will not be uniform:B2B(+20

7、.8%),travel(+20.6%),restaurants/beer/liquor/wine(17.1%),and financial services(11.1%)are projected to post double-digit growth YoY while other categories are projected to be down,flat,or post single-digit growth Led by CTV(+14.4%),every digital channel is projected to see ad spend growth in 2023 whi

8、le traditional channels will decline YoY2023 Outlook:Opportunities and Strategies for Growth Customer acquisition is by far buyers top goal for 2023 media investments(61%),followed by increasing brand equity(43%)and improving media efficiency(35%)More than half of buyers(52-55%)expect to focus more

9、time and resources on measurement,marketing mix and modeling(MMM),1st party data,and creators in 2023Over 6-in-10 buyers(63%)will more frequently reforecast media plans in 2023,most of whom will do so at least monthlyExecutive Summary(1 of 2)6IAB Proprietary ResearchDeep Dive:Retail Media Networks(R

10、MNs)6-in-10 buyers(61%)are investing or considering investing in RMN advertising Among those currently investing:2023 RMN ad spend is projected to be up 28.4%YoY RMN ad investment is spread across multiple partner types,which includes aggregated marketplaces(82%),retailer owned(75%),and e-commerce o

11、wned(64%)Onsite(owned&operated)ad investment is by far the top RMN ad tactic being leveraged(by 91%of RMN buyers)Deep Dive:MetaverseMore than half of buyers(56%)are investing or considering investing in metaverse advertising/marketing Buyers top reasons for metaverse advertising investment are build

12、ing brand awareness(52%),engaging existing customers in a new way(48%),boosting brand perception(46%),and reaching hard-to-find audiences(42%)Buyers not investing in metaverse advertising cite multiple reasons for their lack of investment,including the nascency of the space(41%)and it not being a go

13、od fit for their audiences(37%)and brands(35%)Executive Summary(2 of 2)72023 Outlook:Ad Spend8IAB Proprietary Researchn=210Q:Provide your best estimate for the following:budget percent+/-for projected 2023 total media ad spend vs.actual 2022 total media ad spend.+5%+5.9%Change2023 vs.2022:Buyers pro

14、ject 2023 overall ad spend to be up+5.9%YoY9IAB Proprietary Research5.9%9.0%20232022n=210,IAB 2H 2022 Flash Bulletin,n=250Q:Provide your estimated percent change(+/-)in total projected U.S.media spend for full year 2022(Jan.-Dec.)vs.the actual spend for full year 2021.Q:Provide your best estimate fo

15、r the following:budget percent+/-for projected 2023 total media ad spend vs.actual 2022 total media ad spend.%Change Ad Spend YoYBuyer projections for ad spend growth have decelerated10IAB Proprietary Research-7.0%0.2%2.3%4.7%4.8%6.4%11.1%17.1%20.6%20.8%Change Projected 2023 Ad Spend vs.2022,by Cate

16、goryCategory ad spend growth will vary across industries in 2023 n=floating baseQ:Provide your best estimate for the following:budget percent+/-for projected 2023 total media ad spend vs.actual 2022 total media ad spend.Note:Other categories(including Home/Appliance and Media/Entertainment)are not l

17、isted as reliable sample was not achieved.B2B,travel,restaurants/beer/liquor/wine,and financial services are projected to post double-digit growth YoY while other categories are projected to be down,flat,or post single-digit growth.For directional use only due to lower sample size B2BTravelRestauran

18、ts/Beer/Liquor/WineFinancial ServicesTechnology/TelecommunicationsRetailCPGHealth/WellnessApparel/Fashion/LuxuryAuto11IAB Proprietary Research-6.3%-4.1%1.6%2.1%2.7%5.9%6.5%6.5%8.1%8.9%14.4%Change Projected 2023 Ad Spend vs.2022,by Channeln=floating baseQ:Provide your best estimate for the following:

19、budget percent+/-for projected 2023 total media ad spend vs.actual 2022 total media ad spend by CHANNEL.CTVPaid Search(SEM)PodcastsDigital Video(excl.CTV)Social MediaDigital Audio(excl.Podcasts)Digital Out-of-Home(DOOH)Digital DisplayGamingOther Traditional Media(Radio,Print,OOH,Direct Mail)Linear T

20、V(Broadcast and Cable)Every digital channel is projected to post ad spend growth in 2023;traditional to decline12IAB Proprietary Research8.9%6.7%13.3%14.0%1.4%4.5%3.1%3.8%3.7%3.4%3.8%16.4%13.1%16.6%15.9%13.7%16.0%19.3%22.4%20222023Digital Video(incl.CTV)Paid Search(SEM)Social MediaDigital DisplayDig

21、ital Out-of-Home(DOOH)PodcastsDigital Audio(excl.Podcasts)GamingLinear TV(Broadcast and Cable)Other Traditional Media(Radio,Print,OOH,Direct Mail)n=120,IAB 2021 Fall Impact Study,n=470Q:Provide your best estimate for your budget PERCENT SHARE by CHANNEL for projected 2023 media ad spend.Q:Please ide

22、ntify the estimated percent share of your 2022 media budget by CHANNEL.Ad Spend%Share by Channel 2023 vs.2022Digital video(incl.CTV)will continue to capture the greatest%share in 2023132023 Outlook:Opportunities and Strategies for Growth14IAB Proprietary Research4%6%8%9%14%16%19%22%25%26%35%43%61%Re

23、duce reliance on legacy metrics and currenciesGet guarantees based on business outcomesIncrease minority-owned and/or content-focused mediaIncrease focus on sustainability/reducing carbon footprintIncrease share of voiceExplore new advertising KPIsImprove marketing mix modeling resultsLeverage data

24、to drive precision and effectivenessDrive repeat purchases among existing customersOptimize reach and frequencyImprove media efficiencyIncrease brand equityAcquire new customersTop 3 Goals for 2023 Media Investmentsn=223Q:What are your top three goals for your 2023 media investments?Customer acquisi

25、tion is by far buyers top goal for 2023 media investmentsMore than 1/3 of buyers also cite increasing brand equity and improving media efficiency as top goals for 2023 media investments.15IAB Proprietary Researchn=223 Q:Do you expect to FOCUS more,less,or the same amount of time and/or resources in

26、2023(vs.2022)on the following?55%53%52%52%52%46%46%43%36%30%29%26%20%19%18%32%34%34%25%30%33%37%27%35%28%35%26%37%29%37%8%4%2%9%6%7%6%7%5%11%6%12%6%10%9%5%9%12%14%12%14%11%23%24%31%30%36%37%42%36%Cross-platform measurementAd placement with publishers with 1P data1P data acquisition/partnershipsCreat

27、or/influencer ads/partnershipsMarketing mix modeling(MMM)Attribution modelingContextual adsShoppable adsAttention metricsRetail Media Network adsData clean roomsWeb3(including metaverse,NFTs,etc.)Cohort-based adsIn-game adsAugmented Reality(AR)adsLevel of Focus in 2023Focus Significantly/Somewhat Mo

28、reFocus the SameFocus Significantly/Somewhat LessN/AMeasurement,1st party data,and leveraging creators will be the greatest focus areasNearly 1/3 to almost 1/2 of buyers will also focus more on shoppable ads,retail media network(RMN)ads,and data clean rooms.16IAB Proprietary Research23%13%19%63%No,t

29、hings are being handled as normalYes,we are no longer budgeting for the long termYes,we now have a contingency planYes,we are evaluating and reforecasting more frequently%Approaching 2023 Media Planning Differently Due to Marketplace Dynamism In times of economic uncertainty,media budgets get evalua

30、ted much more frequently n=223Q:Given the marketplace dynamism,are you approaching 2023 media ad spend planning differently than you normally would?17IAB Proprietary ResearchOf those reforecasting more frequently,most will do so at least monthlyn=140,Among those evaluating and reforecasting 2023 med

31、ia ad spend more frequently as a result of changing marketplace dynamicsQ:You indicated that you are evaluating and reforecasting 2023 media ad spend more frequently as a result of changing marketplace dynamics.How frequently are you adjusting your plans?6%14%45%34%1%DailyWeeklyMonthlyQuarterlyBiann

32、uallyFrequency of Adjusting 2023 Media PlansAmong those evaluating and reforecasting 2023 media ad spend more frequently as a result of changing marketplace dynamics18Deep Dive:Retail Media Networks(RMN)19IAB Proprietary Research25%36%39%YesNo,ConsideringNo,Not Consideringn=223Q:Are you currently in

33、vesting in RETAIL MEDIA NETWORK advertising?Current Investment in RMN Advertising6-in-10 buyers are currently/considering investing in RMN advertising 20IAB Proprietary Researchn=56,Among those currently investing in RMN advertisingQ:Provide your best estimate for the following:budget percent+/-for

34、projected 2023 RETAIL MEDIA NETWORK ad spend vs.actual 2022 RETAIL MEDIA NETWORK ad spend.+5%+28.4%RMN Ad Spend%Change2023 vs.2022:Buyers project 2023 RMN ad spend to be up 28.4%YoY21IAB Proprietary Researchn=56,Among those currently investing in RMN advertisingQ:What types of RETAIL MEDIA NETWORK a

35、d partners are you working with?82%75%64%13%21%22%5%4%14%Aggregated Marketplaces(e.g.,Criteo,CitrusAd,PromoteIQ,Google,The Trade Desk,etc.)Retailer Owned(e.g.,Kroger,Walmart,Roundel,Sams Club,Amazon,etc.)E-Commerce Owned(e.g.,Doordash,Instacart,Uber Eats,etc.)Types of RMN Ad Partners Being Leveraged

36、Working WithNot Working With,ButConsideringNot Working With,NotConsidering or N/AAmong those currently investing in RMN advertisingRMN ad investment is diverse:spread across multiple partner types Aggregated Marketplaces(e.g.,Criteo,CitrusAd,PromoteIQ,other DSPs,etc.)Retailer Owned(e.g.,Kroger,Walma

37、rt,Roundel,Sams Club,Amazon,etc.)E-Commerce Owned(e.g.,Doordash,Instacart,Uber Eats,etc.)22IAB Proprietary Researchn=56,Among those currently investing in RMN advertisingQ:What types of RETAIL MEDIA NETWORK ad tactics are you running?91%73%63%48%46%7%22%32%23%31%2%5%5%29%23%Onsite(Owned&Operated)Off

38、site Display(Direct Buys,Banner)Offsite Video(CTV,OLV)Retailers email/newsletterIn-store DOOHSelect Types of RMN Ad Tactics Being LeveragedRunningNot Running,ButConsideringNot Running,NotConsidering or N/AAmong those currently investing in RMN advertisingOnsite(O&O)ad investment is the leading RMN a

39、d tactic being leveragedNotably,63-73%of RMN buyers are running offsite tacticsat least 15%more than other ad tactics.23Deep Dive:Metaverse24IAB Proprietary Research20%36%44%YesNo,ConsideringNo,Not Consideringn=223Q:Are you currently investing in METAVERSE advertising and/or marketing?Current Invest

40、ment in Metaverse Advertising/MarketingMetaverse definition:virtual,internet-based experiences that bridge offline and online worlds,where people can customize avatars,play games,shop,interact and virtually attend live eventsThe metaverse is gaining attention from advertisers25IAB Proprietary Resear

41、ch21%27%28%34%42%46%48%52%Drive customer loyaltyIts a good fit for our brandIts a good fit for our audienceProvides an additional e-commerce channelReach audiences not found/hard to find elsewhereBoost brand perceptionNew way of engaging existing customersBuild brand awareness/recognitionReasons for

42、 Investing in Metaverse Advertising/Marketingn=124,Among those currently investing/considering investing in metaverse advertising/marketingQ:You indicated that you are currently investing or considering investing in metaverse advertising and/or marketing.Please select all of the reasons why below.Am

43、ong those currently investing/considering investing in metaverse advertising/marketingEarly stage metaverse tactics are focused on upper funnel metricsBoosting brand awareness and perception as well as engaging customers in a new way are top reasons for metaverse advertising investment.26IAB Proprie

44、tary Research20%32%34%35%35%37%41%Lack of industry standardsAbility to deliver ROI/business objectives is unclearWe have yet to develop a metaverse advertising strategyWe dont have room in our budgetIts not a good fit for our brandIts not a good fit for our audienceMetaverse advertising is too nasce

45、ntReasons for NOT Investing in Metaverse Advertising/Marketingn=99,Among those not currently investing/considering investing in metaverse advertising/marketingQ:You indicated that you are not currently investing or considering investing in metaverse advertising and/or marketing.Please select all of

46、the reasons why below.Among those not currently investing/considering investing in metaverse advertising/marketingNot everyone is ready to jump into the metaverse yetThose not investing in the metaverse cite the nascency of the channel,lack of fit,budgeting constraints,and unclear ROI as reasons for

47、 not investing in advertising.Thank You!For further information:Chris Bruderle()Meredith Guiness()28IAB Proprietary ResearchAbout IABThe Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy.Its membership comprises more than 700 leading media co

48、mpanies,brands,agencies,and the technology firms responsible for selling,delivering,and optimizing digital ad marketing campaigns.The trade group fields critical research on interactive advertising,while also educating brands,agencies,and the wider business community on the importance of digital mar

49、keting.In affiliation with the IAB Tech Lab,IAB develops technical standards and solutions.IAB is committed to professional development and elevating the knowledge,skills,expertise,and diversity of the workforce across the industry.Through the work of its public policy office in Washington,D.C.,the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers.Founded in 1996,IAB is headquartered in New York City.