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☆ From the digital ad crash to Elon Musk buying Twitter — these were the ad industry's 5 biggest shocks of 2022, and what it means for 2023
▼ + stars: | 2022-12-29 | by ( Ryan Joe | Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

The ad industry is crossing its fingers that Twitter is a safe place to advertise. 2022 was a volatile year for the advertising industry. DeGroote believes the 2023 ad market growth forecasts from major ad buyers like GroupM (5.9% growth), and Magna (5% growth to $822 billion) are too optimistic. Meta, has also seen its ad revenue decline, and has dumped $4 billion so far into building a so-called Metaverse, which hasn't driven any revenue yet. Elon Musk acquires TwitterMusk's acquisition of Twitter — and subsequent decimation of its employee ranks, including its revenue-driving advertising operations — shook the ad industry.

☆ Retail advertising surged in 2022 — but in 2023, these new ad businesses will need to steal TV ad budget to survive
▼ + stars: | 2022-12-16 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +5 min

Retailers will face more competition for ad dollars with smaller ad budgets from marketers in 2023. WPP's media buying unit GroupM said that retail media brought in $110 billion this year and is on track to generate $160 billion by 2027. But 2023 will be the year that determines which retail ad businesses will win and which will lose. But some retailers are trying to grow their retail media businesses by separating those two, so retail ads are no longer part of the distribution deal. Retailers are coming for TV budgetsIf retail media budgets increase, other types of ad budgets must get cut.

☆ 4 stats that show how much TikTok has taken over the media world
▼ + stars: | 2022-12-07 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +4 min

TikTok is outshining its competitors as a key media platform for Gen Z, a new online survey by The New Consumer and Coefficient Capital shows. TikTok's userbase has exploded in recent years, ever since the pandemic when millions of people turned to the social-media app to entertain themselves during quarantine. Here are the top four takeaways from the Consumer Trends 2023 report that show TikTok's rise:1. An excerpt from the 2023 Consumer Trends Survey. An excerpt from the 2023 Consumer Trends Survey.

☆ Ad Firms Predict Slower Advertising Growth for 2023
▼ + stars: | 2022-12-05 | by ( Megan Graham | ) www.wsj.com time to read: +3 min

Major advertising forecasting firms say global advertising growth in 2023 will be slower than previously predicted. Automotive advertising could grow again after a period of moderate decline as the industry gradually emerges from the supply-chain crisis, the firm added. A separate forecast from media and data giant GroupM, part of WPP PLC, predicted that global advertising revenue will grow 5.9% next year, a downgrade from its 6.4% estimate in June. GroupM said global advertising revenue this year will grow 6.5%, excluding political advertising, down from its June forecast of 8.4%. Growth in China will be less than expected because of that country’s pandemic-related lockdowns, the firm said.

☆ Winners and Losers of Advertising During an Economic Downturn
▼ + stars: | 2022-12-05 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Executives from three of the largest ad agencies — Magna Global, GroupM, and Zenith — spoke at UBS' Global TMT Conference about how the ad industry will shake out next year. Kate Scott-Dawkins, global director of business intelligence at GroupM, said that retail media was the fastest-growing area within digital advertising this year. It upped its retail media forecast to $110 billion this year, up from $100 billion in September. Streaming TV is also starting to compensate for dips in linear TV ad spending. TV advertising will dip because it lacks annual commitments from advertisers, causing ad prices to come down to pre-covid levels.

☆ Criteo has bet big that e-commerce ads will contribute to $1 billion in revenue by 2025. But a new crop of startups are also coming for those dollars.
▼ + stars: | 2022-11-25 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +7 min

Adtech firm Criteo is battling for retailers' ad businesses with new competitors like CitrusAd. E-commerce advertising is driving much of Criteo's growth, with the firm hoping to hit $1 billion in revenue from retail media by 2025. Criteo's technology has moved beyond search ads to include display ads and ads that appear off the retailer's site. Not all retailers outsource their ad businesses, creating more competition with CriteoCriteo also faces competition from retailers themselves. Some retailers don't want Criteo or CitrusAd managing their ad businesses and license technology to build ad businesses that they manage themselves.

☆ 50 of Twitter's top 100 advertisers have pulled out of the platform since Elon Musk took over, report says
▼ + stars: | 2022-11-23 | by ( Pete Syme | ) www.businessinsider.com time to read: +3 min

Half of Twitter's top 100 advertisers have stopped promoting on the platform, per Media Matters. Since 2020, those 50 companies have spent $2 billion on Twitter advertising. Coca-Cola, Kellogg's, and Meta are among those who have pulled their advertising budgets away from Twitter, according to Media Matters. The list of all 50 is available in Media Matters' report. Insider has reached out to all 50 companies for comment.

☆ Check out the pitch deck privacy compliance platform SafeGuard Privacy used to raise $7 million in funding
▼ + stars: | 2022-11-17 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +3 min

Privacy-compliance platform SafeGuard Privacy has raised $7 million in a "late-stage seed" round. Check out key slides from the pitch deck that helped SafeGuard Privacy secure the investment. Founded in 2019 by advertising industry veteran Richy Glassberg and longtime attorney Wayne Matus, SafeGuard Privacy describes itself as the "TurboTax of privacy compliance." Glassberg said SafeGuard Privacy helps companies mitigate risk and save money on hourly lawyer fees as a patchwork of different privacy laws roll out across US states and globally. Check out the key slides from the pitch deck that helped SafeGuard Privacy raise its $7 million late-stage seed round below.

☆ The world's biggest ad buyer says advertising on Twitter is 'high-risk' amid surging fake accounts and hate speech
▼ + stars: | 2022-11-15 | by ( Pete Syme | ) www.businessinsider.com time to read: +3 min

GroupM, an advertising giant, has dubbed Twitter "high-risk" for advertisers since Elon Musk's takeover. It cited resignations among key staff, the day after head of trust and safety Yoel Roth quit. Yoel Roth, Twitter's head of trust and safety, quit his job on Thursday after Musk's first meeting with staff. It was Yoel Roth who explained this was a small group of users repeatedly posting the slur, and easing some concerns — further suggesting his resignation was a turning point for advertisers. Twitter and GroupM did not immediately respond to a request for comment, sent outside normal working hours.

☆ Complexity for Marketers Has Meant Opportunity for Ad Agencies
▼ + stars: | 2022-11-14 | by ( Megan Graham | ) www.wsj.com time to read: +7 min

Their performance is striking compared with ad agencies’ plight five years ago: Facebook and Google had established direct relationships with marketers and were winning growing portions of their ad budgets before agencies could even offer their services. Newsletter Sign-up WSJ | CMO Today CMO Today delivers the most important news of the day for media and marketing professionals. PREVIEWSome major owners of ad agencies watched their growth slow or flatten in 2017 and 2018. Agency companies have responded by building practices to help marketers on platforms like TikTok and Amazon. Marketers navigate outside partnersSome major marketers still want to keep a close handle on some of their data efforts.

☆ Netflix has launched its ad-supported tier — here's everything we know about how the streaming giant is pitching advertisers
▼ + stars: | 2022-11-03 | by ( Lauren Johnson | Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +7 min

Netflix launched its ad-supported tier in the US on November 3. The new ad-supported tier does not have the full Netflix catalog and will offer video quality up to 720p. NetflixThe ad-supported tier is initially offered in 12 countries, beginning with Canada and Mexico on November 1. Netflix has been pitching advertisers with aggressive pricing, according to advertisers briefed by Netflix. Advertisers said they expect prices to drop after Netflix's ad-supported tier launches, as has been typical with other streaming services like NBCUniversal's Peacock.

☆ Advertisers plan to boycott Twitter if Elon Musk lets Donald Trump start tweeting again, report says
▼ + stars: | 2022-10-28 | by ( Sam Tabahriti | ) www.businessinsider.com time to read: +2 min

Elon Musk's takeover means Donald Trump could now return to Twitter. Some advertisers plan to pause their spending if that happens, The Wall Street Journal reported. Advertisers are now weighing in as concerns over former President Donald Trump being reinstated grow. "That doesn't mean that we won't be entertaining lots of emails and phone calls as soon as a transaction goes through," Taylor told the Journal. Musk has called Twitter's Trump ban a "morally bad decision" and "foolish in the extreme."

☆ Tesla competitor GM will reportedly temporarily suspend advertising on Twitter after Elon Musk's takeover
▼ + stars: | 2022-10-28 | by ( Samantha Delouya | ) www.businessinsider.com time to read: +2 min

Tesla competitor General Motors told CNBC it is pausing ads on the platform as it assesses Twitter under Musk. Musk took over Twitter on Thursday, and some companies that advertise on the platform are reportedly wary. GM is a major competitor of Tesla in electric vehicles and plans to stop selling gas-powered cars by 2025. Tesla competitor General Motors told CNBC it is pausing advertising on the platform as it assesses Twitter under Musk's new leadership. GM is one of the first major companies to publicly say it paused its ads on Twitter.

☆ Elon Musk closed his deal to buy Twitter, and it could cost the platform big with advertisers
▼ + stars: | 2022-10-28 | by ( Lucia Moses | Lindsay Rittenhouse | ) www.businessinsider.com time to read: +5 min

Elon Musk's $44 billion deal for Twitter has big implications for its advertising-driven business. Musk reportedly will eliminate lifetime bans, and advertisers were already worried Twitter would be less brand safe. This article was updated October 28 to reflect news that Musk closed a deal to buy Twitter. Just before he closed on the deal on Thursday, Musk tweeted a message to advertisers assuring them the platform wouldn't become a "free-for-all hellscape. When Musk balked on following through with the deal, that uncertainty further hurt the company's revenue, Twitter said during its second quarter.

☆ Ad group WPP wrestles with wage pressure in resilient quarter
▼ + stars: | 2022-10-26 | by ( Paul Sandle | ) www.reuters.com time to read: +2 min

Shares in WPP, which have fallen 20% in the last 12 months, were down 3.8% early on Wednesday. Analysts at Citi said they reduced their earnings per share forecast by around 5% following the margin guidance change. Read said Brazil and India were stand-outs in the quarter, although COVID-19 lockdowns weighed on China, which was down 9%. Western Europe was "softer", he said, with adjusted like-for-like revenue down 2.1%, dragged lower by a COVID-19 contract in Germany in the prior year. ($1 = 0.8651 pounds)Reporting by Paul Sandle; Editing by Sachin Ravikumar and Jan HarveyOur Standards: The Thomson Reuters Trust Principles.

☆ Marketers’ Continued Spending Makes WPP Latest Ad Giant to Boost Guidance
▼ + stars: | 2022-10-26 | by ( Megan Graham | ) www.wsj.com time to read: +2 min

PREVIEWLike-for-like revenue less pass-through costs compares net sales at constant currencies and excludes acquisitions, disposals and costs such as expenses billed to clients. The company saw like-for-like revenue less pass-through costs increase 3.8% in the third quarter, compared with the period a year earlier. WPP Chief Executive Mark Read said the company’s clients’ appear to be continuing their spending in the fourth quarter. “We’re not expecting a slowdown in the fourth quarter,” Mr. Read said. In September, Interpublic Group of Cos.’s Magna unit clipped its U.S. advertising growth forecast for 2023, saying a weaker economic environment is likely to cut into spending.

☆ These 12 behind-the-scenes execs are innovating TikTok's surging ad business, which will soon be worth more than Snap's and Twitter's combined
▼ + stars: | 2022-10-13 | by ( Lindsay Rittenhouse | ) www.businessinsider.com time to read: +11 min

TikTok's ad revenue is expected to triple to $11.64 billion this year, and it's building out products aggressively to hit its goal. In fact, if TikTok's ad revenues triple to $11.64 billion this year from 2021, as Insider Intelligence predicts, it will surpass the combined ad revenues of Twitter and Snapchat combined. Gabriela Comazzetto, head of LATAM global business solutionsComazzetto, another Facebook poach, has been overseeing TikTok's ad business in one of its fastest growing regions for just over a year. Shant Oknayan, general manager of METAP global business solutionsOknayan manages the TikTok for Business platform for the METAP region. Sameer Singh, general manager of APAC global business solutionsSingh oversees the TikTok for Business platform across APAC.

☆ 'The f—ing party is over.' Big Tech companies are scaling back ambitions and canceling projects. Here's what to expect from Silicon Valley as a global recession looks increasingly unavoidable.
▼ + stars: | 2022-09-30 | by ( Alex Kantrowitz | Big Technology | ) www.businessinsider.com time to read: +5 min

As interest rates rise, big tech companies are being pushed to cancel projects and rearrange staff. Rising interest rates have focused investors on short-term profitability and companies like Amazon, Alphabet, Meta, and Snap are responding. This trimming signals the start of a new era for Big Tech, one where runaway spending on tomorrow gives way to unrelenting attention on today. In this era, Big Tech will become more efficient and profitable, but also more vulnerable. These startups' funding sources are drying up and many don't yet have good business discipline, taking some heat off Big Tech.

Insider asked 12 top VCs what ad and marketing tech companies excited them the most this year. Check out the 19 most promising adtech startups, and what they do that makes them unique. It hopes to raise a Series A funding round in the coming months. Emperia is currently raising its next funding round. Why it's on the list: Tech companies are being scrutinized for their wasting energy consumption, and the digital advertising industry is no exception.

☆ Retailers like Walmart and Best Buy are racing to capture a $9B opportunity by selling ads off their own sites — but it could destroy what makes retail advertising so unique
▼ + stars: | 2022-09-23 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

It's extremely important to snatch this new opportunity now, as more retailers leap into ad sales. Insider Intelligence, which is owned by Insider, expects for retailers' offsite ad revenue to grow from $5 billion this year to $8.5 billion in 2024. Brian Gleason, the company's chief revenue officer, said offsite ads open up new programmatic ad budgets for retailers. But in pursuing offsite ad sales, retailers risk undermining the main draw of their ad-selling business. But companies that sell ads off their own sites have difficulty proving that ads drove someone to do something.

, said in a statement that Drizly is one of the few places where her company can run multimedia ad campaigns. The database allows the company to charge above-market rates for ad placements, according to Mr. Patel. The company also hired Gina Hardy as its first chief customer officer to oversee all marketing operations. Mr. Patel declined to comment on specific growth goals for Drizly, but said the company sees significant potential in its advertising platform, which is independent of its parent company’s Uber Eats ad business. Drizly sales grew 517% from September 2019 to September 2021, according to market-research firm Bloomberg Second Measure.

☆ The biggest ad buying agency predicts e-commerce advertising will be a $100 billion industry this year. Here are 3 problems retailers need to fix for that to come true.
▼ + stars: | 2022-09-20 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

A new report from ad network GroupM says retail media will be worth $100 billion by the end of 2022. But retailers need to entice ad dollars from brands that don't sell e-commerce products. Retailers also need to make sure people keep buying online, despite an e-commerce slowdown. An automaker, for example, could use a retailer's data to target ads for people who recently bought ice scrapers. E-commerce activity is slowing down, and retailers need to make sure consumers keep buying onlineRetailers will need to keep customers shopping online to grab ad budgets.

☆ Walmart is bolstering its $2 billion ad biz by selling ads on TikTok and Roku, as rivals like Kroger are also pushing to sell ads in other platforms
▼ + stars: | 2022-09-20 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Walmart data can now power ads on TikTok, Roku, and Snap. Walmart's $2 billion ad business just got a major shot in the arm amid heated competition from retailers like Kroger and Amazon. Walmart data can now power ads on TikTok, Roku, and Snap. This is the first time it will power ad sales on other sites, said Rich Lehrfeld, SVP and GM of the retailer's ad arm Walmart Connect. BCG estimates that retail media will be a $100 billion market by 2026; ad agency GroupM has an even more ambitious forecast, saying retail media will hit $160 billion by 2027.

☆ TikTok just launched a major offensive to grab advertiser dollars — and these are the top 12 execs who are making the app a major competitor to YouTube and Meta
▼ + stars: | 2022-04-15 | by ( Lindsay Rittenhouse | ) www.businessinsider.com time to read: +11 min

TikTok's ad revenue is expected to triple to $11.64 billion this year, and it's been hiring aggressively to meet that goal. Chandlee spent 12 years at Facebook, where he managed global agency partnerships and client relationships, before joining TikTok in 2019. Monga came from Snap, where she led global agency partnerships and was involved in key presentations and pitches. Shant Oknayan, general manager of METAP global business solutionsOknayan manages the TikTok for Business platform for the METAP region. Sameer Singh, general manager of APAC global business solutionsSingh oversees the TikTok for Business platform across APAC.

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