Analyst insight: “Even in an economy facing serious headwinds, the global ad market is showing resilience heading into 2023,” said principal analyst Paul Verna. “We are in difficult, uncharted times, and some sectors of the ad economy, like social, are faring worse than others. But overall, recent forecasts should give ad buyers, sellers, and intermediaries a measure of hope.”
Our take: Deceleration is not the same as decline, and the aforementioned estimates show that the advertising sector will remain relatively strong even during a recession.
- The important social media sector should rebound next year after its dismal 2022.
- Search advertising should remain relatively stable in 2023.