t’s the season for forecasting 2022. With the range of predictions, one is consistent: advertisers will keep spending more than 2020 and more in each category no matter what. Even the emergence of Omicron and the possibility of further lockdowns don’t seem to have skewed that outlook. Advertisers have gotten better at managing the risks.
Historic supply chain shortages? No problem; reallocate media dollars to compensate. Full-fledged lockdowns to stem the spread of a new, more viral variant of the coronavirus? Not so fast: counter measures aren’t expected to derail the recovery so need to pull the ripcord on ad spending. As real as these macro challenges are, they don’t necessarily determine how many media dollars are spent as much as they do decide where they go — more often than not online.
Comments
No comments on this item Please log in to comment by clicking here