{"id":25125,"date":"2022-12-21T21:00:14","date_gmt":"2022-12-21T21:00:14","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/21\/economic-uncertainty-means-marketers-will-re-evaluate-ad-buys-more-frequently-in-2023\/"},"modified":"2022-12-21T21:00:14","modified_gmt":"2022-12-21T21:00:14","slug":"economic-uncertainty-means-marketers-will-re-evaluate-ad-buys-more-frequently-in-2023","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/21\/economic-uncertainty-means-marketers-will-re-evaluate-ad-buys-more-frequently-in-2023\/","title":{"rendered":"Economic uncertainty means marketers will re-evaluate ad buys more frequently in 2023"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>Marketers are going to be measuring and re-measuring their investments in 2023. Nearly two-thirds say they will be re-evaluating their media spend more frequently, with most doing so monthly, according to a new IAB survey.\u00a0<\/p>\n<p><strong>Ad spend will continue to grow. <\/strong>The overall ad spend is projected to be up 5.9%, according to the IAB\u2019s \u201c2023 Outlook Survey.\u201d Every digital channel is expected to see increased ad spend, with CTV leading the way in a 14.4% increase. Among category channels, B2B (20.8% increase), travel (20.6%), restaurants\/beer\/liquor\/wine (17.1%), and financial services (11.1%) are projected to do the best.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"455\" alt=\"\" class=\"wp-image-357276\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-800x455.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-595x338.jpg 595w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-768x437.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-1536x873.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-150x85.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel.jpg 1773w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-800x455.jpg\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"455\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-800x455.jpg\" alt=\"\" class=\"wp-image-357276\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-800x455.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-595x338.jpg 595w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-768x437.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-1536x873.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel-150x85.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/IAB-projected-ad-spend-by-channel.jpg 1773w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption class=\"wp-element-caption\"><em>Source: IAB 2023 Outlook Survey<\/em><\/figcaption><\/figure>\n<p><strong>Top goals. <\/strong>Customer acquisition is by far the top goal for media investments in the coming year (61%). The next two goals are increasing brand equity (43%) and improving media efficiency (35%).<\/p>\n<p>These goals all explain why the three things marketers plan to focus most on in 2023 are:<\/p>\n<ul>\n<li>Cross-platform measurement \u2014 55%.<\/li>\n<li>Ad placement with publishers with first-party data \u2014 53%.<\/li>\n<li>First party data acquisition\/partnerships \u2014 52%.<\/li>\n<\/ul>\n<p><strong>Good news for retail media networks. <\/strong>All of which means next year will be a really good one for <a href=\"https:\/\/martech.org\/why-we-care-about-retail-media-networks\/?swpmtx=829f67c62ec9c5833d7e302082a6c213&amp;swpmtxnonce=cf88cee9cb\" target=\"_blank\" rel=\"noreferrer noopener\">retail media network (RMN)<\/a> owners. Some 61% of buyers are investing or considering investing in RMN advertising next year, resulting in a projected ad spend increase of 28.4%. Onsite (owned &amp; operated) ad investment is by far the top RMN ad tactic, being leveraged by 91% of buyers, <a href=\"https:\/\/www.iab.com\/insights\/2023-outlook-survey\/https:\/\/www.iab.com\/insights\/2023-outlook-survey\/\" target=\"_blank\" rel=\"noreferrer noopener\">according to the IAB<\/a>.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a href=\"https:\/\/martech.org\/in-this-economy-cmos-need-to-spend-more-on-training-not-tech\/?swpmtx=4cd698d7b651c3eebf6e5711783c9c2f&amp;swpmtxnonce=ba151c558c\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>In this economy CMOs need to spend more on training, not tech<\/em><\/strong><\/a><\/p>\n<p><strong>Why we care. <\/strong>Uncertain times call for data and spending certainty. Marketers aren\u2019t waiting to find out when third-party cookies will finally go away. They are looking at first-party data acquisition now. Similarly, the chancy economic picture means re-evaluating media buying as frequently as possible. Also, all this means marketers are feeling far less adventurous: Only 26% said they will be significantly focusing on Web3 (including metaverse, NFTs, etc.) in 2023.<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add MarTech to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px;\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Constantine von Hoffman\" width=\"140\" height=\"140\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/03\/C-hed-shot-1-225x338.jpg\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/03\/C-hed-shot-1-225x338.jpg\" alt=\"Constantine von Hoffman\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\t\t\t\t\t\tConstantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/economic-uncertainty-means-marketers-will-re-evaluate-ad-buys-more-frequently-in-2023\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketers are going to be measuring and re-measuring their investments in 2023. Nearly two-thirds say they will be re-evaluating their media spend more frequently, with&#8230;<\/p>\n","protected":false},"author":1,"featured_media":25126,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-25125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Economic uncertainty means marketers will re-evaluate ad buys more frequently in 2023 - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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