For our latest season of the Media Voices Podcast, kindly sponsored by Poool, we’re be publishing ten episodes exploring the biggest trends of 2022 and how they affect publishers; from subscriptions and membership to local news, platforms, emerging technology and more. Our second episode explores how the advertising market has had its post-pandemic recovery dented by economic uncertainty, and how publishers, platforms and brands are adapting.
The advertising market has been on a rollercoaster ride over the past 12 months. Initial hopes of a more stable year to continue rebuilding from the pandemic were dashed as Russia began its invasion of Ukraine, exacerbating global economic pressures. Digital advertising growth this year has slowed – unsurprising given its unsustainable growth during Covid – but has still been growing at a much faster pace than other platforms across most segments. It is expected to account for 67% of global ad spend by the end of 2022.
The outlook is mixed. The cost of living crisis is likely to force households to drastically cut back on spending. However, the World Cup is forecast to keep growth at 8.4% this year, and although the 6.4% global forecast for 2023 is lower, it is still nonetheless positive.
To discuss this year’s advertising trends and what they mean for publishers going into 2023, we’re joined by Lara O’Reilly, senior correspondent at Insider (formerly known as Business Insider). Lara has covered the media and advertising industries at publications including the Wall Street Journal, Digiday, and Marketing Week for more than a decade.
This topic will be one of the chapters we explore in detail as part of our Media Moments 2022 report, launching on November 30th. Find out more and pre-register here to receive the report.
This season of Media Voices is sponsored by Poool, the Membership and Subscription Suite used by over 120 publishers from around the world. The team behind Poool are industry experts who have put everything they know into the product, ready to respond to your ‘how’ of launching & developing a reader revenue strategy.
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Association of Online Publishers CEO Richard Reeves on how publishers are addressing diversity and inclusion
Special: Highlights from Media Moments 2022
Collectives and activists drive a year of change around climate reporting: Media Moments 2022
Publishers power through as hype around emerging tech comes crashing down: Media Moments 2022
Beyond the Twitter chaos, platforms and publishers re-evaluate their relationship: Media Moments 2022
Can we stop the endless decline of trust? Media Moments 2022
The importance of data in building trust: in conversation with Reuters’ Scott Malone, Stephanie Burnett and Rob Schack
A reality check for podcast hype, but publishers seeing solid ROI: Media Moments 2022
Newsletters are finally growing up: Media Moments 2022
The year retention became paramount for subscription and membership publishers: Media Moments 2022
Has local news justified its own survival? Media Moments 2022
As the streaming wars heat up, a reckoning is coming for traditional TV: Media Moments 2022
Preview: The Publisher Podcast Summit 2022
Medium VP of Content Scott Lamb on the platform’s evolution and vision for the future
PPA CEO Sajeeda Merali on supporting publishers in a changing industry
RocaNews CEO Max Towey on rebuilding the younger generation’s trust in news
Recurrent Media CEO Lance Johnson on acquiring and growing content businesses
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