{"id":8053,"date":"2023-08-04T17:08:44","date_gmt":"2023-08-04T17:08:44","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/how-soft-is-the-ad-market-really\/"},"modified":"2023-08-04T17:08:45","modified_gmt":"2023-08-04T17:08:45","slug":"how-soft-is-the-ad-market-really","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=8053","title":{"rendered":"How soft is the ad market, really?"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It\u2019s the question everybody has\u2014are advertisers spending or not? After a timid start to the year, it seems we\u2019re finally getting an answer.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">If you ask the investment bank William Blair, the digital ad market is \u201cstill soft,\u201d but a slow rebound is coming, per a survey from the firm based on responses from buyers and participants in the digital ad industry, published in early July. It concluded that \u201cbrand spend is being heavily scrutinized for the second half of 2023,\u201d but many budgets haven\u2019t really been cut. Most respondents said they saw budgets rise during the first half of the year.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">An analyst\u2019s note from the financial firm Macquarie found that the ad market\u2019s \u201cunderlying tone is positive,\u201d and that agency media buying is strong.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">How about the holding companies? In the second quarter, Publicis saw organic revenue jump 7.1%, while IPG\u2019s sank almost 2%. Omnicom played the role of Goldilocks, reporting organic revenue growth of 3.4% and touting its investments in artificial intelligence.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Hmm. Well, what about Big Tech? Google and Meta, which represent more than a healthy chunk of the digital ad ecosystem, both reported better-than-expected second-quarter earnings. YouTube\u2019s ad revenue popped for the first time in three quarters, growing 4% and reflecting \u201cfurther stabilization in advertiser spend,\u201d Philipp Schindler, Google\u2019s SVP and chief business officer, said on the company\u2019s earnings call. Meta saw ad revenue in North America jump 11% and the number of ad impressions served jump 34%.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Meanwhile, some major companies are also upping ad spend: Kraft Heinz said it increased marketing spend by 23% year over year in Q2, while Nestl\u00e9 said it plans to continue ramping up marketing investments in the second half of 2023.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">When stitched together, everything seems pretty\u2026normal? \u201cThe advertising market is fine. I would not use the word soft to describe it. It\u2019s normal,\u201d Brian Wieser, a marketing consultant and principal at consultancy Madison and Wall, told Marketing Brew. At the end of July, Wieser wrote that he expects ad spend to remain in line with industry forecasts of about 8% growth for digital advertising.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Still, Wieser told us that the market, though still buoyed by inflation, was hurt early in the year as\u00a0 \u201cunsustainable\u201d advertisers like crypto companies and instant-delivery startups pulled back ad spend. \u201cYou had double digit growth in advertising last year,\u201d he said, \u201cand some of that money just had to go away.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Beyond digital, industry forecasts expect the broader market to grow this year, albeit slower than initially predicted; Dentsu, for instance, recently said global advertising investment will rise\u00a03.3% this year.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cI think we\u2019ll get there,\u201d Cara Lewis, chief investment officer at Dentsu, told Marketing Brew. However, she said budget cuts that were implemented toward the end of last year have tended to stick.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/04\/how-soft-is-the-ad-market-really?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get marketing news you&#8217;ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. It\u2019s the question everybody has\u2014are advertisers spending or not? After a timid start to the year, it seems we\u2019re finally getting an answer. If you ask [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8054,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-8053","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How soft is the ad market, really? | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you&#039;ll actually want to readThe email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=8053\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How soft is the ad market, really? 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