US Online Media Spend in 2022 and the Outlook for 2023
Marketing Charts covered Winterberry Group’s latest report, Outlook for Advertising, Marketing and Data 2023, which highlights the media spend in 2022 and media spend estimates for 2023.
“Online media spend in the US totaled $277.3 billion last year, up 13.5% from 2021, according to the latest data from Winterberry Group. This growth is slightly below the 16.6% year-over-year growth predicted for last year, indicating a slight deceleration in digital media spending. Nonetheless, online marketing spend accounted for roughly 57.7% of the $480.8 billion in total, up from about 55.6% share in 2021. This year, online marketing spending is forecast to grow by 10.8%, with its share predicted to rise to 60.3% share of the total ($509.2 billion).
Here’s a rundown of this latest look at spending on each channel, in order of total spend last year.
Consistent with the past few years, search accounted for the largest portion of US online media spending in 2022. Spend in this channel totaled $98.4 billion in 2021, up 16.1% over the previous year. This year’s growth is expected to be slower, at 9.3% year-over-year (y-o-y), with total spending projected to well exceed $100 billion ($107.6). For context, that would be larger than the two biggest offline spending categories (linear TV and direct mail), combined.”