2023 Outlook Survey
Ad Spend, Opportunities, and
Strategies for Growth
November 2022Table of Contents
o Objective3
o Methodology & Respondent Profile4
o Executive Summary 5
o 2023 Outlook: Ad Spend 7
o 2023 Outlook: Opportunities and Strategies for Growth13
o Deep Dive: Retail Media Networks18
o Deep Dive: Metaverse23
IAB Proprietary Research 2Objective
This study was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking
view into the 2023 ad spending marketplace (including both spend levels and strategies) being projected
by buy-side ad investment decision-makers, primarily at brands and agencies.
This study includes:
o A view into overall spend as well as at the channel and category levels
o A perspective on opportunities and strategies for growth
o Insights into two key, growing spaces: Retail media networks (RMNs) and emerging technology (e.g.,
metaverse, non-fungible tokens (NFTs), augmented reality (AR), etc.)
The results are designed to help both the buy-and sell-sides:
o Plan for the year ahead
o Benchmark competitive positioning/strategy in the marketplace
o Identify white space, channels, opportunities, and brainstorm ideas for launching new products and
services, finding new targets, and growing ROI
IAB Proprietary Research 3Methodology & Respondent Profile
Email survey sent to buy-side ad investment decision-makers, primarily at brands andagencies
Field dates: 10/18/22 - 11/7/22
n=223
Company Type Job Title
75%
42% Brands Director+ (e.g., C-level,
SVP, VP, etc.)
Agencies
Manager (e.g., Planner,
Buyer, Strategist, etc.)
42% Other (e.g.,
Marcomm, 2%
16% Consultancies) Junior (e.g, Analyst,
23% Planning Assistant, etc.)
IAB Proprietary Research 4Executive Summary (1 of 2)
2023 Outlook: Ad Spend
o 2023 overall ad spend is projected to be up 5.9% YoY
o Although most categories are projecting ad spend growth in 2023, the growth will not be uniform:
o B2B (+20.8%), travel (+20.6%), restaurants/beer/liquor/wine (17.1%), and financial services (11.1%) are projected to
post double-digit growth YoY while other categories are projected to be down, flat, or post single-digit growth
o Led by CTV (+14.4%), every digital channel is projected to see ad spend growth in 2023 while traditional channels
will decline YoY
2023 Outlook: Opportunities and Strategies for Growth
o Customer acquisition is by far buyers’ top goal for 2023 media investments (61%), followed by increasing brand equity
(43%) and improving media efficiency (35%)
o More than half of buyers (52-55%) expect to focus more time and resources on measurement, marketing mix and
modeling (MMM), 1st party data, and creators in 2023
o Over 6-in-10 buyers (63%) will more frequently reforecast media plans in 2023, most of whom will do so at least monthly
IAB Proprietary Research 5