Insider Intelligence’s Digital Advertising Trends to Watch in 2022

Digital Ad Spending Keeps Rising While Ad Measurement Debate Reaches New Stage

Executive Summary

These are boom times for digital advertising. While the pandemic decimated the economy, the job market, and consumer confidence, it seems to have done little to quash a bonanza in digital ad spending. So what’s not to like about the current state of play in digital advertising?

Questions this report covers:

  • What’s driving increases in digital ad spending?
  • Are there bright spots in an otherwise dim picture for traditional TV advertising?
  • Why are people gravitating toward ad-supported video services?
  • Will the ad industry solve the TV measurement puzzle next year?

KEY STAT: The US digital ad market will surpass $300 billion by 2025, making up more than three-quarters of all media spending.

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Table of Contents

  1. Executive Summary
  2. Introduction
  3. Trend: Digital Ad Spending Blows Away Our Pre-Pandemic Outlook
  4. Trend: Programmatic Display Goes from Big to Huge
  1. Trend: Addressable Is a Bright Spot on the TV Dial
  2. Trend: The Pendulum Is Swinging Toward AVOD
  3. Trend: TV and Video Ad Measurement Is a Hot Mess
  4. Read Next
  1. Sources
  2. Media Gallery

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Paul Verna


Ross Benes
Senior Analyst
Audrey Schomer
Senior Analyst

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