Marketers are planning to increase spend on their favoured ad formats next year, largely in online video, influencer content and social media ads, according to a survey of over 900 senior marketers by Kantar.
Online video advertising will see the most widespread increase in 2022, with a net change in budget of 76%. Branded content by influencers places second, at 71%, while ads in social media stories (70%) is close behind.
The net change in budget represents the % of marketers who are increasing spend minus the % who are decreasing. A positive value indicates more marketers will...