Twitter is not the only one to suffer this disenchantment. At the end of December, the American firm Insider Intelligence, a reference in the business, downright revised its forecasts for the entire sector: 71 billion dollars of investment across the Atlantic for 2023, versus 87 billion nine months earlier. The year 2022 even ends with some 65 billion against 75 billion initially expected. And for 2024, Insider Intelligence only expects 79 billion… against 100 billion before!
Even luxury brands are wary
In France too the advertiser is becoming rarer. According to the Kantar agency, the giant Facebook, for example, saw its number of advertisers and its investments drop over one year by 4% and 11% respectively in October (-1% and -6% in September). “The service sectors, whose investments fell by 36%, then finance and insurance, which fell by 27%, are proving to be the most cautious” details its marketing director for France, Florence Doré. Some brands, especially luxury brands, are almost jumping ship: Chanel (-92%); Mercedes (-67%); Nissan (-80%)…
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Guillaume Pannaud, CEO of TBWA France, welcomes this “necessary maturation” – and the natural selection that results from it. “For a brand, it’s no longer about being there just to be there, but about aiming for the right and expressing yourself in a non-hostile environment.”
The economic crisis also encourages arbitration and favoring the return on investment. Thus, for many advertisers, ATT (App Tracking Transparency), Apple’s new data protection system, has de facto made these media less attractive and less effective by requiring applications in the Apple Store to Obtain user consent before collecting and sharing data. Much to the chagrin of Apple’s competitors.
Return on investment required
The rise of retail media, the latest martingale to trigger the act of purchase, with its inventories and advertising products placed directly on merchant sites, is also attracting more and more advertisers. Holy bread for Amazon. Carrefour and Publicis, which will launch their joint management in the spring. Still according to GroupeMthis segment already weighed 100 billion dollars (11% of the world market) in 2022.
“Beyond platform bashing, there is the “aging” of certain networks, to the benefit of TikTok and consorts”, continues Florence Doré, marketing director of Kantar. Media that capitalizes on video, content that will literally carry social media in the years to come, says Intelligence Insider. This year, according to the firm, more than half investments in social media will also be dedicated to video support.
Better scrutinize the audiences of Instagram, TikTok and others
To better gauge the effectiveness – before investing more – advertisers are also looking, lately, for more precise measuring instruments of the TikTokBeReal, Instagram and other popular social networks.
According to our information, Instagram and TikTok, however increasingly controversial media, so far followed in “loucedé”, will integrate the three-color advertising barometer Bump (France Pub, Irep, Kantar) by the summer.
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Why advertisers are abandoning social networks – Challenges
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