The news: Advertising spending will continue to grow throughout 2022 despite an ongoing industry rough patch as fears of a recession loom and stocks of ad-reliant companies take a tumble.
The challenges: Several factors including economic concerns, Big Tech stumbles, and a lack of new ad solutions are souring an otherwise positive outlook for the advertising industry.
Marching onwards: There are key differences between the current economy and the recession of 2008 that are leaving advertising’s outlook as a net positive. We still expect US ad spending to increase 13.2% year over year in 2022.
The big takeaway: The 2008 recession and the economic outlook of today are not the same. The ad industry is facing tumultuous times and the road to finding new solutions to the changing landscape will be difficult, but spending will remain strong throughout 2022.