What does 2023 hold for media adspend? Jane Ostler talks to GroupM’s new guru of market prediction, Kate Scott-Dawkins, to get her views on where the global ad market is going. Together they explore the reality of what a soft-landing for the global economy will mean for overall ad spend as well as individual channels.
Kate explains that while digital may appear to be struggling, it is in fact simply decelerating after unprecedented growth during the pandemic and remains one of the fastest-growing channels. More concerning for many brands is the challenge of delivering reach in 2023, which is becoming trickier as linear TV continues to decline in most markets.
Finally, Jane and Kate discuss whether spend on new opportunities such as retail media, user generated content and influencers, gaming and the metaverse is going to scale rapidly.
Future Proof is the marketing podcast from Kantar and Saïd Business School, Oxford University. In each episode, we have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing, sharing evidence and inspiration for the future.
Latest episodes are listed here, and you can listen wherever you normally get your podcasts.