"It is a clear commitment by advertisers and agencies to penetrate this environment with various products. Growth is expected this year and next," said Íñigo Amezqueta, Manager of Entertainment and Media at PwC.
Digital Audio also exceeds the growth forecast estimated at the beginning of the year.
IAB digital media advertising investment
In conclusion, experts have pointed out that the recent data of this second egypt number data forecast of the year are more "cautious" than the forecast made in January of this year , given that then the uncertainty was less and the geopolitical economic framework was more attractive.
For Mikel Lekaroz, until the war in Ukraine is over, there will be rising energy costs, inflation, price controls, supply crises… “This will result in a reduction in advertising investment. It is logical that analysts are cautious,” he said.
He adds that the World Cup or events such as Black Friday or retail media events "will improve the data", but he still insists that "it is very difficult to make predictions for 2023".
Íñigo Amezqueta , for his part, points out: “I think that the sector, despite the difficulties, has generally held up and has continued to grow.” However, he predicts that there will be changes and transformations related to data or new audiovisual laws that will change investment.