Our outlook for social ad spending in 2022 has deteriorated significantly since March. This report breaks down what went wrong in the past nine months, and what’s ahead in the next two years.
The social ad market is in disarray. Market conditions have gone from bad to worse, and the turmoil at Twitter and Meta’s ill-timed bet on the metaverse have contributed to a major reduction in our outlook for social ad spending in 2022. One bright spot is TikTok, but even it isn’t immune to the challenges facing social media today.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
What will US marketers spend on social network advertising through 2024, and how does our latest forecast differ from previous expectations?
How does social network ad spending break down by platform and format?
What’s driving changes in the social advertising ecosystem?
WHAT’S IN THIS REPORT? Our latest forecast for US social network ad spending, including breakouts by platform and ad format.
KEY STAT: Our forecast for social network ad spending in 2022 is nearly $10 billion lower than what we predicted just nine months ago. By 2024, the gap between our two most recent forecasts will exceed $20 billion.
Here’s what’s in the full report
3files
Exportable files for easy reading, analysis and sharing.
13charts
Reliable data in simple displays for presentations and quick decision making.
Table of Contents
Executive Summary
Key Points
Social Network Ad Spending Growth Will Plummet in 2022
The Firsts and Twists in Our Breakdown of Social Network Ad Revenues by Company
View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Our outlook for social ad spending in 2022 has deteriorated significantly since March. This report breaks down what went wrong in the past nine months, and what’s ahead in the next two years.