With user penetration nearly complete and time spent starting to plateau or decline on many platforms, social networks have run out of easy paths to incremental budget among their advertisers.
With user growth slowing and measurement limitations proving intractable, social networks are in the middle of a pivot they hope will support a new phase of growth. While the industry shifts, US ad spending growth in 2023 will be some of the slowest we’ve recorded for the channel.
Key Question: How is social network ad spending changing? Which ad formats are gaining traction?
Senior Vice President and Director, Paid Social Media
Interviewed April 17, 2023
Kieley Taylor
GroupM
Global Head of Partnerships, Managing Partner
Interviewed April 26, 2023
Philip Ware
Thrive Digital
Vice President, Product and Partnerships
Interviewed April 28, 2023
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With user penetration nearly complete and time spent starting to plateau or decline on many platforms, social networks have run out of easy paths to incremental budget among their advertisers.