Data Insights

Welcome the commencement of after-Christmas and post-holiday sales! As the curtain falls on the joyous holiday celebrations and we find ourselves nestled on the sofa (perhaps still recovering from a delightful food coma), it's the perfect time to explore the enticing end-of-year sales offered by our beloved retailers. We’ve got even more after-Christmas CTV Trends For the Year 2024 and The Global Entertainment & Media Perspectives: Industry Review 2024 here. Don't forget to bookmark this page because exciting new campaigns may emerge anytime!

In 2023, the advertising industry will rise. The global advertising revenue will experience a growth from US$763.7 billion to US$952.6 billion between 2022 and 2027, indicating a 4.5% Compound Annual Growth Rate (CAGR). In 2025, advertising will be on track to become the largest category, nearly reaching a trillion-dollar market, surpassing consumer spending and internet access. This can be clearly seen in the following diagram.

In 2022, global entertainment and media revenue grew by 5.4% to reach US$2.32 trillion. In 2023, Meta coined it 'the year of efficiency,' as major players reduced their workforce, resulting in over 168,000 job cuts in the tech sector during the first four months. Netflix cracked down on password sharing, and content spending by leading streamers, including Netflix, Apple TV+, Amazon Prime, Paramount+, Disney+, and Max, is projected to rise from US$23.2 billion in 2022 to US$26.5 billion in 2023, a 14% increase. Warner Bros. Discovery canceled films like Batgirl and closed CNN+ shortly after its launch, highlighting the industry's rapid changes. We can conclude that sluggish consumer spending is compelling companies to reevaluate their expectations and look for internal growth opportunities.

According to Statista, projections for the audio advertising market in 2023 are highly promising, with expected ad spending set to soar to an impressive US$38.75 billion. Traditional Radio Advertising is leading the way in this market, boasting a substantial market volume of US$28.61 billion for the same year.

Crafting compelling content to enhance your brand's presence is effective only when your message reaches the intended audience. This is precisely where programmatic advertising solutions take center stage. Programmatic advertising leverages the power of machine learning to secure advertising placements across the vast expanse of the internet, ensuring that your message reaches the right users at precisely the right moment.

The Asia-Pacific area stands out as a highly vibrant and constantly evolving market within the multibillion-dollar advertising sector. After North America, this region is the world's second-largest contributor to advertising expenditure at 157 billion USD and expects 275.5 billion U.S. dollars by 2026. A number of countries in the APAC region, including but not limited to China, Japan, Australia, and Indonesia, hold prominent positions among the globe's most significant advertising markets.

Digital out-of-home advertising has emerged as a potent and efficient tool for agencies, elevating their advertising endeavors while captivating consumers through distinct and compelling means. In contrast to conventional static billboards and posters, DOOH strategically employs digital displays positioned in public spaces to disseminate dynamic and precisely targeted content. Among the various DOOH formats, digital billboards stand out as the most prevalent. Based on the information of Businessinsider, provided by the Outdoor Advertising Association of America, the count of digital billboards in the United States surged to 9,600 in the first half of 2020, marking a noteworthy upswing from the 6,700 recorded in 2016 – a remarkable 43.3% escalation over this relatively brief span of years.

In the past year, we demonstrated the advantages both publishers and advertisers can gain during the Black Friday, Halloween, and Christmas Eve seasons. We offered insights on optimizing budget planning and achieving substantial revenues. Thanksgiving festivities in 2023 are closer than we can think, so we are eager to provide valuable tips for running successful ad campaigns for advertisers and generating high revenue for publishers.

The IAB SEA+India empowers and enables the media and marketing industries to flourish in the digital economy. Its members are future-focused advertisers, publishers, brands, creative agencies, educators, and technology firms. They become part of an industry association with some of the ecosystem's most influential minds and brands. DecenterAds holds membership in the IAB SEA+India.

At the onset of this year, the DecenterAds team made projections about programmatic advertising trends anticipated for 2023. Having reached the year's midpoint, we can assess the extent to which these predictions have gained significant relevance.

In 2022, the statistics revealed that mobile devices dominated video ad spending in the United States, accounting for 70.8%, while desktop and connected TV collectively captured 29.2% (Statista). Programmatic and display network advertising are essential components of any digital marketing plan. The critical inquiry lies in determining the optimal timing, placement, and approach for utilizing each method to enhance return on investment and achieve optimal outcomes in online advertising.

In today's eco-conscious world, businesses must consider their environmental impact, and programmatic advertising is no exception. Recent data from the VideoWeek Sustainability Advertising Guide 2023 reveals that the industry produces over 215,000 metric tons of carbon emissions every month in five leading economies, with 60% of emissions attributed to 'ad selection emissions' due to the complex supply chain.