Global Ad Trends: Media models in flux

This report summarises the latest research from WARC Media, with a focus on media models in flux.
  • ​The media industry has entered a period of flux, with the very notion of what constitutes a media owner, and the decades-old relationship between content, audiences and ad revenue, being challenged by structural shifts in the advertising market.
  • ​It is becoming harder for content-creating publishers to remain competitive against data-rich platforms without content but close to the point of purchase; publishing media is forecast to see global advertising spend decline by 7.7% year on year in 2023.
  • Where legacy channels offer both digital and offline formats – media like video, audio, publishing and OOH – ad investment is increasingly likely...

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