In 2022, the advertising industry will experience a significant slump. This is due to a number of factors, including the increasing use of ad-blocking software, the rise of social media, and the growing popularity of subscription-based services.
Ad-blocking software is becoming increasingly popular, as more and more people are becoming aware of its capabilities. In 2017, there were 615 million active ad-block users, and this number is expected to grow to 788 million by 2022. This means that more than a quarter of all internet users will be using ad-blocking software.
Social media is also having a negative impact on the advertising industry. People are increasingly turning to social media for their news and entertainment, and are therefore less likely to watch or read traditional advertisements. In 2017, social media accounted for more than 60% of all internet traffic, and this number is expected to reach 78% by 2022.
The popularity of subscription-based services is also having a negative impact on the advertising industry. People are increasingly opting for services that do not require ads, such as Netflix and Spotify. In 2017, subscription-based services accounted for more than 35% of all internet traffic, and this number is expected to reach 45% by 2022.
As a result of these factors, the advertising industry is expected to experience a significant slump in 2022. This slump will be particularly pronounced in the United States, where ad spending is expected to decline by 9.5%.
So what’s is actually going to be
Although it is too early to tell whether the advertising slump of 2022 is just a blip or the beginning of a long-term trend, it is clear that the industry is in a period of upheaval. This means that marketing executives need to be prepared for a more challenging environment and should take steps to shore up their businesses.
One way to do this is to focus on creating engaging content that will capture the attention of consumers. Another is to make use of new technologies, such as AI, to reach customers in innovative ways.
Whatever path is taken, it is clear that the ad industry is in for a bumpy ride in the years to come.