Digital advertising will enjoy sustained growth in 2022.  (Image: Shutterstock)

Digital advertising will enjoy sustained growth in 2022.  (Image: Shutterstock)

The Bump study (Baromètre Unifié du Marché Publicitaire) published by IREP (Institut de Recherches et d'Etudes Publicitaires), France Pub and Kantar highlights the sustained growth of digital advertising in the first half of 2022.

19% growth for digital in H1 2022

For this half-year, the global advertising market revenues amount to 7,831 billion euros (+13.2% compared to the 1st half of 2021) and bring together 50,830 advertisers across all media, i.e. +5.5% compared to 2021. In this context, digital advertising revenues amounted to €4,302 billion, i.e. an increase of 19% compared to the first half of 2021, while digital media revenues reached €270 million, i.e. an increase of 17.3% compared to 2021. This increase is enhanced by the strong expansion of DOOH (Digital Out-Of-Home), digital outdoor advertising. Finally, digital advertising accounts for 36,049 advertisers, i.e. 71% of the total advertising market.

Advertising investment by sector in the first half of 2022

The barometer shows the three sectors that account for the most advertising investment: at the top, retail accounts for 19.1% of investment (+23% compared to 2021), fashion follows with 8.6% of investment (+22.9% compared to 2021) and banking-insurance accounts for 8% of investment (+5.6% compared to 2021). After two years of restrictions due to Covid, two sectors show strong growth, tourism and culture/leisure with respective increases in investment of +61.9% and +59.8% compared to 2021.

Forecasts for the advertising market in 2022

In a difficult economic environment, activity continues to be resilient and a market level very close to 2019 is expected for 2022. Digital should exceed the pre-crisis trend: a +10.1% increase is expected compared to 2021 (+33% compared to 2019), to reach €9.1 billion of advertising revenues. The forecast for the advertising market in 2022 is based on its growth rate at the end of the second quarter. In this scenario, advertising activity would remain at the average level achieved in the first half of the year until the end of the year, and growth in digital investment is expected to continue into 2023.

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