Despite a 10% increase in the sector in 2022, some levers are generating significantly less revenue. Faced with the recession and various crises, forecasts are hovering around a 6% increase for 2023.
The digital advertising market is stagnating. Unveiled this Thursday, February 2, the results of the 29th edition of the Syndicat des Régies Internet’s E-Pub Observatory for 2022 “may come as a surprise,” according to Sylvia Tassan Toffola, president of the SRI. A 25% increase in 2021, the increase is projected to reach 10% in 2022. Revenues totaled €8.492 billion, compared to €7.7 billion a year earlier. The economic crisis and the geopolitical context have not spared online advertising, which has nevertheless posted historic results since 2019 (+42%). Several sectors have been affected, such as automotive, energy, and food, while others, such as tourism and luxury goods, are on the rise again.
Google-Meta-Amazon, slightly down
In this 2022 barometer, search and social emerge as the most efficient levers. They also represent 80% of digital growth. Search represents 44% of the mix with €3.7 billion, up 13%. Social (+10%), represents €2.2 billion in revenue. “The market is fragmenting, Meta is experiencing difficulties, and therefore this lever is growing fantuan database than in other years,” says Emmanuel Amiot, representing the Oliver Wyman firm, author of the study. It’s worth noting that two-thirds of the market is held by the three giants: Google, Meta, and Amazon, or €5.6 billion compared to the €2.8 billion of around a hundred players. But for the first time, these three players recorded a loss in the digital market, due in particular to the slowdown at Meta.
Significant slowdown in display
While affiliation maintained its level at €905 million (+2%), display is struggling with a 9% increase (vs. +38% in 2021) to €1.6 billion and a clear slowdown in the second half of the year. In this ecosystem, retail media (Fnac-Darty, Infinity, Le Bon coin, Carrefour Media, etc.) grew by 18.1%, reaching €328 million, while video and 7 best wordpress recipe plugins for your food blog streaming (Youtube, Spotify, Deezer, Dailymotion, etc.) is up +9.5% (and +0.8% in the second half), to €489 million. Also in good shape is the TV-radio universe, which, thanks to segmented TV or catch-up, continues to grow by 18% (+9.6% in the second half), to €260 million. Finally, publishing and information (press) weigh the most with €584 million.
Advertisers’ expectations
In this tense and uncertain economic climatedvertisers surveyed in the study stated. They are “increasingly demanding, particularly regarding the sophistication of measurement and the quality of advertising inventories .” The asb directory cited concern reliable tools for attention measurement. Quality formats with maximum coverage and distinctive messaging. 360-degree media strategies. Regarding forecasts, according to Emmanuel Amiot. 2023 is not going to start off with a bang, but we can expect this market to continue growing in 2024 and 2025. Thus, cautiously, the firm is predicting 6% growth.