What’s up, everyone? It’s your favorite marketing expert, back again to talk about the thrilling world of media buying. We’ve got some hard-hitting numbers to chew over today, so let’s dive right in.
First things first, let’s talk growth. It’s what we all want, it’s what we all need. But growth isn’t a one-way street. It ebbs and flows, like the tide. 2021 was a banner year for the digital ad world with a whopping 37.6% growth. But the tide pulled back a little, and this year we’ve been chilling at a cool 7.8% growth rate. But I’ve got news for you, folks: we’re about to ride the wave again. Forecast? Double digits. That’s right, an 11.2% growth rate for digital ad spend in the US next year.
Now, I know some of you might be thinking, “But Verde, it’s not the 37.6% we saw in 2021!” And you’re right. But here’s the deal: steady and consistent wins the race. By 2025, we’re looking at the US digital ad spend crossing the $300 billion mark, and it’s not stopping there. By 2027, that figure is projected to nearly hit $400 billion. Are you ready to be a part of that?
So where’s all this cash flow headed? The big three: Alphabet, Meta, and Amazon. They’re predicted to rake in the lion’s share, with Alphabet leading the pack at $78.86 billion, Meta following at $51.35 billion, and Amazon bringing up the rear with $33.96 billion.
And what about traditional media? I’ve got two words for you: shrinking market. We’re seeing a seismic shift as marketers move more online than ever before. The titans of yesteryears—TV, radio, out-of-home, and print—are seeing a dip as the digital sphere expands.
We’ve already seen the bubble burst in the digital media industry, but it’s not a doomsday prophecy. It’s evolution, it’s adaptation. This is where the industry is heading, and we’ve got to keep pace.
Take podcasts, for example. US ad revenue for podcasts is predicted to rocket up to $2.3 billion in 2023—that’s a 43% rise. Or Google, the behemoth that once enjoyed double-digit growth as a norm—well, that’s ‘no longer a reasonable expectation.’ We’ve got to adjust our strategies, our expectations. The rules of the game are changing.
So here’s the takeaway: The media buying landscape is shifting at a breakneck pace. We’re seeing a rise in digital ad spend, a decline in traditional media, and an evolution in how consumers interact with media. But it’s not a time for panic. It’s a time for strategic adaptation.
Our task now is to stay informed, stay flexible, and stay ahead. As marketers, as media buyers, we’ve got to use these forecasts not just as a roadmap, but as a compass. They point us in the direction of the future. And the future? It’s digital, it’s disruptive, and it’s damn exciting.
So buckle up, folks. It’s going to be one hell of a ride.