At the end of every year, big corporations and agencies invest a lot of their time, money and, effort into researching and analysing the digital ad space (and what’s happened within it) during that particular year. So, across these last few weeks, a lot of agencies have released content that ‘wraps-up’ 2021.
Now, you probably don’t have the time to trawl through the internet and find out all of the unique insights that everyone who is anyone in digital advertising is sharing about 2021’s digital marketing (and digital ads specifically) and that’s where we come in.
We LOVE what we do (and ‘what we do’ is digital ads) so we’ve gone and read untold amounts of 2021 wrap-up pieces (in an effort to discover the biggest and best insights and predictions surrounding our specialist topic - digital ads).
So, we would like to share with you all our official wrap-up of, and highlights from the three best, 2021 (digital ad-focussed) wrap-ups.
Insights from The Drum:
Towards the end of last year, the Drum shared a lot of information contained in the newest edition of Zenith Media’s Advertising Expenditure Forecasts (which is great for all of us because that forecast costs £495 to access directly).
The biggest takeaway from their wrap-up of that report is that Digital advertising is due to account for >60% of global ad spend in 2022, which is great news for those of us that have already seen the potential (and have invested heavily) in digital ads.
Apparently, it’s the recent (and accelerated) mass adoption of e-commerce that’s turbocharged the rise that we’re about to see in digital ad spend (which is expected to continue growing by 25% year-on-year).
Insights from the IAB:
The team at the IAB went ahead and made us all a really handy infographic that’s full of key stats that highlight how the digital landscape is evolving (and where there are growing opportunities for brands):
Insights from Forbes:
The team at Forbes really did us a solid by sharing the main insights that they had gleaned from reports written by, not one, not two but THREE prominent global ad agencies (Magna, Zenith, and GroupM).
Zenith’s report pointed out that slower progress in containing the pandemic could have been an integral factor in increasing consumers' reluctance with in-store shopping which (as a result) has required retailers and advertisers to continue investing in digital media.
GroupM’s report stated that they expect digital media to account for 71% of all ad spending by the time we reach 2026. They reckon that factors like supply chains, inflation, data availability for digital media, and the continued growth of Alphabet, Meta, and Amazon could come to significantly impact the advertising economy in 2022.
Magna’s report highlighted the fact that the ad marketplace is likely to be helped by the occurrence of three significant in-person events this year: the Beijing Winter Olympics, the quadrennial FIFA Men’s World Cup in Qatar, and the 2022 U.S. midterm elections. (It looks like it's going to be a busy twelve months for us all!)
Hopefully, our wrap-up of wrap-ups has saved you some time and given you some interesting insights to take away (and share with your team).
We’re always doing our best to keep our finger on the pulse of the digital ad space - so, if you have any questions about digital ads (whether it be about creative, strategy, or performance) please feel free to reach out to our team!