IAB：2023年美国广告业展望报告-广告支出、市场机遇及增长策略（英文版）（28页）.pdf

1、2023 Outlook SurveyAd Spend,Opportunities,and Strategies for Growth November 20222IAB Proprietary ResearchObjective3Methodology&Respondent Profile4Executive Summary52023 Outlook:Ad Spend72023 Outlook:Opportunities and Strategies for Growth 13Deep Dive:Retail Media Networks18Deep Dive:Metaverse23Tabl

2、e of Contents3IAB Proprietary ResearchObjectiveThis study was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2023 ad spending marketplace(including both spend levels and strategies)being projected by buy-side ad investment decision-makers,primaril

3、y at brands and agencies.This study includes:A view into overall spend as well as at the channel and category levelsA perspective on opportunities and strategies for growthInsights into two key,growing spaces:Retail media networks(RMNs)and emerging technology(e.g.,metaverse,non-fungible tokens(NFTs)

4、,augmented reality(AR),etc.)The results are designed to help both the buy-and sell-sides:Plan for the year aheadBenchmark competitive positioning/strategy in the marketplaceIdentify white space,channels,opportunities,and brainstorm ideas for launching new products and services,finding new targets,an

5、d growing ROI4IAB Proprietary ResearchMethodology&Respondent Profile75%23%2%Job TitleDirector+(e.g.,C-level,SVP,VP,etc.)Manager(e.g.,Planner,Buyer,Strategist,etc.)Junior(e.g,Analyst,Planning Assistant,etc.)42%42%16%Company TypeBrandsAgenciesOther(e.g.,Marcomm,Consultancies)Email survey sent to buy-s

6、ide ad investment decision-makers,primarily at brands and agencies Field dates:10/18/22-11/7/22n=223 5IAB Proprietary Research2023 Outlook:Ad Spend2023 overall ad spend is projected to be up 5.9%YoYAlthough most categories are projecting ad spend growth in 2023,the growth will not be uniform:B2B(+20