More than half (59%) of digital advertising budgets are spent on display, search and video, while audio and gaming receive just 4% and 3% of the budget, respectively, according to a new report* from WARC and the MMA.
Why it matters Even as marketers become more aware of opportunities in audio and gaming, these channels appear to receive a fraction of the overall marketing budget, representing a possible ‘investment gap’ and opportunity for marketers in the future.
Nearly two-thirds (63%) expect their digital marketing and advertising budgets to grow over the next twelve months
Over a third (38%) see gaming as a consumer behaviour that will have a significant impact on the marketing industry
One quarter (25%) expect audio (streaming, podcasts etc.) to have a significant impact on the marketing industry
Nearly half (44%) expect the metaverse to significantly impact digital marketing in the next five years
*State of the Industry 2022: Modern Marketing in EMEA is based on a survey of over 700 marketing professionals in Europe, the Middle East and Africa (EMEA) and analyses current conditions and future trends in digital marketing. WARC subscribers can read the full report here, while a free sample is available here.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。