According to recent outlook study from the IAB, the rise of advertising spending is anticipated to slow down in 2023, although consumer investment in connected TV is still forecast to expand by double digits from 2022 to 2023.
Connected TV Channels Growth
According to an IAB poll of decision-makers for buy-side ad investments at companies and agencies that was performed between October 18 and November 7, the overall amount spent on advertising is expected to increase by 5.9% year.
That’s a lower growth rate than the 9% annual growth observed in 2022. The results are released as the advertising market is experiencing a decline as a result of macroeconomic difficulties.
However, buyers anticipate concentrating more investment in connected TV channels in 2023.