Global advertising spend will increase 8.3% to reach USD 880.9 billion in 2022 boosted by the US elections and the FIFA World Cup. Next year, growth will slow down to 2.6% explained by gloomy economic forecasts and blocking of third party cookies, according to marketing firm WARC. This is a downgrade compared to the company´s forecast in December last year.
41% of board of directors see geopolitical power shifts and turbulence as one of the biggest risk to performance. By 2026, 70% of multinational enterprises will adjust the countries in which they operate by hedging to reduce their geopolitical exposure, a survey by marketing and research firm Gartner shows.
Aiming at young news consumers, Vice World News launched a news channel on streaming platform Twich with live two hour twice-weekly shows. “Our audience is young, plugged-in, and doesn’t always access news in a traditional way, so it’s a natural fit for us to take our global reporting to Twitch,” said Katie Drummond, senior vice president of Global News and Global Editor-in-Chief.
Advertising in connection with search results are useful for advertisers despite surveys showing consumers don’t remember having seen these ads. A new report from marketing firm Skai stresses that consumers see the ads as part of the search result. They read and click not having thought about them as advertising messages.
Researchers say they have psychologically inoculated consumers against online misinformation. In a test, consumers were shown five short videos that inoculated them against manipulation techniques commonly used in misinformation. The inoculation boosted consumers’ recognition of misinformation and increased their ability to discern trustworthy from untrustworthy content, five researchers write in Science. It also improved quality of users´ sharing decisions.