Experts at Magna, one of the world's largest ad-buying firms, have trimmed their 2023 U.S. advertising spend forecasts slightly to account for continued uncertainty in the economy.
Data: Magna; Note: Forecasts include cyclical events like the Olympics and elections. FY 2023 forecasts not available for December 2021 and March 2022. FY 2022 forecast not available for March 2023; Chart: Axios Visuals
"I feel optimistic because the advertising market is more resilient, robust and diversified than it was 20 years ago," Létang said. Back then, "ad spend would have been on the decline, but now we have a mature, large diversified landscape of digital advertising formats.": The 2023 ad market is expected to grow 3.4% this year, down from the 3.7% that Magna predicted in December. That figure accounts for the absence of cyclical events, like the U.S. elections and Olympics.
"All of the digital formats provide innovation that's increasingly attractive to brands," Létang said.
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