2021 was a large year with advertisers, as they managed the remnants of the COVID-19 crisis and pandemic along with growing information privacy concerns.
So , how exactly do advertisers fare when it comes to strategy, challenges, and ad spend? To assist you prepare for your 2022 strategy, we’ve collected 27 stats.
You’ll learn which usually strategies advertisers are leveraging today, which ones they plan to purchase, and the challenges these people faced and may encounter in 2022.
Current Ad Strategies
- 84% of marketers’ companies run marketing campaigns and for 42% of respondents, advertising products is one of their main objectives. (HubSpot Blog Research)
- This year, print advertising was a low priority for marketers, with only 19% of marketers leveraging it. It was furthermore one of the least efficient channels for marketers. (HubSpot Blog Research)
- Paid interpersonal is a top paid channel for marketing experts. (HubSpot Blog Research)
- In terms of account-based marketing (ABM), paid ads were among the top three strategies marketers used, at the rear of creating custom articles and identifying focus on contacts/roles. (HubSpot Weblog Research)
- Within 2022, 21% of marketers plan to leverage paid social for the first time. (HubSpot Blog Research)
- In 2022, around 66% of advertisers plan to respond to data depreciation simply by 1) learning how to power their data within privacy-forward ways, 2) demanding more data transparency from partners, and exploring the particular adoption and experimentation of artificial intelligence. (Forrester)
- Advertisers plan to leverage AI for privacy-safe targeting, identifying conversion-ready viewers, and dynamic creative optimization (DCO). (Forrester)
- Around 18% of advertisers intend to divest from print advertising and direct mail (HubSpot Weblog Research)
- Some advertisers will also divest from physical ads, such as signage and billboards. (HubSpot Blog Research)
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In the past 2 yrs, data privacy has become a top concern with regard to both consumers plus marketers. In 2020, we faced the death of the third-party cookie, with Stainless- blocking this type of data tracking. In Sept 2021, Apple declared that the IOS 15 update will impact marketers’ ability to monitor user behavior.
All of this has converted into challenges in paid media and many of them listed below connect with data privacy:
- 65% of advertisers are confident within their creative assets while only 26% are confident in their targeting abilities and only 10% in media. (Forrester)
- 87% of advertisers believe traditional targeting and monitoring methods are at risk today due to information privacy concerns plus policies. (Forrester)
- 64% of advertisers fear a loss of consumer trust in their particular ads, which can translate into a decrease in brand loyalty. (Forrester)
- Most advertisers (91%) believe consumers anticipate more personalized and engaging ads. However , 87% of advertisers say stricter data privacy implementations make it harder in order to scale personalized advertisement experiences. (Forrester)
- 85% of advertisers say they have a ton of data but find it difficult to find privacy-friendly methods to use it. (Forrester)
- In 2021, Oughout. S. advertisers invested $153. 2 billion on internet ads, $81 billion more than on TV ads. (Statista)
- Paid media may be the number one place marketers plan to allocate their marketing budget within the next year. (Not An additional State of Advertising Report)
- Total ad spending dropped year-over-year by one 2%, driven by a dip in conventional ad spending. (eMarketer)
- B2B digital advertising is likely to reach $12. six billion in 2022. (Statista)
Advertisement Spend and Cost management
- In 2021, U. S. marketers spent $153. two billion on internet advertisements, $81 billion greater than on TV ads. (Statista)
- Paid media is the number one place advertisers plan to designate their marketing budget in the next year. (ofcourse not Another State of Marketing Report)
- Total ad investing declined year-over-year simply by 1 . 2%, powered by a 15. 7% contraction in traditional ad spending. (eMarketer)
- B2B electronic advertising is expected to reach $12. six billion in 2022. (Statista )
With information privacy becoming a large part of the conversation around paid media, current data suggests that the best focus moving forward is usually finding privacy-friendly ways to target users and track performance.
- In 2022, about 66% of marketers plan to respond to data depreciation by 1) learning how to leverage their own data in privacy-forward ways, 2) demanding more data visibility from partners, plus exploring the adopting and experimentation associated with artificial intelligence. (Forrester)
- Advertisers plan to leverage AI for privacy-safe targeting, identifying conversion-ready audiences, plus dynamic creative optimization (DCO). (Forrester)
- Around 18% of advertisers plan to divest from print marketing and direct postal mail (HubSpot Blog Research)
- Some advertisers will also divest through physical ads, like signage and billboards. (HubSpot Blog Research)
- In 2022, 21% of marketers plan to leverage compensated social for the first time. (HubSpot Blog Research)
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