2021 Advertising Stats You Need To Know

2021 was a big year for advertisers, as they dealt with growing data privacy concerns as well as the remnants of the COVID-19 crisis and epidemic.

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So, how exactly did advertisers do in terms of strategies, challenges, and advertising costs? To help you prepare for your 2022 strategy, we’ve compiled 27 statistics.

You will find out what strategies advertisers are taking advantage of today, what strategies they intend to invest in, and the challenges they face and may face in 2022.

Current Advertising Strategies

  • 84% of marketing companies run marketing campaigns and advertising products is one of the main goals for 42% of respondents. (HubSpot Blog Research)
  • This year, print advertising was a low priority for marketers, with only 19% of marketers taking advantage of it. It was one of the least effective channels for advertisers. (HubSpot Blog Research)
  • Paid is a highly paid channel for social marketers. (HubSpot Blog Research)
  • In terms of account-based marketing (ABM), paid advertising was one of the top three tactics used by marketers to create custom content and identify target contacts / characters. (HubSpot Blog Research)
  • In 2022, 21% of marketers plan to reap the benefits of paid social benefits for the first time. (HubSpot Blog Research)
  • In 2022, approximately 66% of advertisers intend to respond to data loss by 1) learning to use their data in privacy-forward ways, 2) demanding more transparency of data from partners, and artificial intelligence. Looking to adapt and experiment. (Forster)
  • Advertisers intend to take advantage of AI for secure privacy targeting, conversion-ready audience identification, and dynamic creative optimization (DCO). (Forster)
  • About 18% of advertisers plan to opt out of print advertising and direct mail (HubSpot Blog Research).
  • Some advertisers will also opt out of physical advertisements, such as signs and billboards. (HubSpot Blog Research)

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Advertising Challenges

Over the past two years, data privacy has become a major concern for both consumers and marketers. In 2020, we experienced the death of a third party cookie, Chrome stopped this kind of data tracking. In September 2021, Apple announced that the iOS 15 update would affect the ability of marketers to track user behavior.

All of this translates to challenges in paid media, and many of the data listed below are related to privacy:

  • 65% of advertisers are confident in their creative assets while only 26% are confident in their targeting capabilities and only 10% are confident in the media. (Forster)
  • 87% of advertisers believe that traditional targeting and tracking methods are at risk today due to data privacy concerns and policies. (Forster)
  • 64% of advertisers fear losing the trust of consumers in their ads, which can lead to loss of brand loyalty. (Forster)
  • Most advertisers (91%) believe that consumers expect more personalized and engaging ads. However, 87% of advertisers say strict enforcement of data privacy has made it difficult to scale personalized advertising experiences. (Forster)
  • Eighty-five percent of advertisers say they have a ton of data but strive to find ways to use it in a more confidential way. (Forster)
  • In 2021, US advertisers spent 15 153.2 billion on Internet advertising, 81 81 billion more than TV advertising. (Statist)
  • Paid media is number one where advertisers plan to allocate their marketing budget next year. (Not another state of marketing report)
  • Total advertising spending declined by 1.2% year-on-year, due to a reduction in traditional advertising spending. (eMarketer)
  • B2B digital advertising is expected to reach .6 12.6 billion in 2022. (Statist)

Advertising costs and budget

  • In 2021, US advertisers spent 15 153.2 billion on Internet advertising, 81 81 billion more than TV advertising. (Statist)
  • Paid media is number one where advertisers plan to allocate their marketing budget next year. (Not another state of marketing report)
  • Total advertising spending declined 1.2% year-on-year, driven by a 15.7% decline in traditional advertising spending. (eMarketer)
  • B2B digital advertising is expected to reach .6 12.6 billion in 2022. (Statist))

Forward

With data privacy becoming a major part of the conversation around paid media, recent data suggests that the key focus going forward is to find ways to target users and find performance-friendly ways to track performance. Is.

  • In 2022, approximately 66% of advertisers intend to respond to data loss by 1) learning to use their data in privacy-forward ways, 2) demanding more transparency of data from partners, and artificial intelligence. Looking to adapt and experiment. (Forster)
  • Advertisers intend to take advantage of AI for secure privacy targeting, conversion-ready audience identification, and dynamic creative optimization (DCO). (Forster)
  • About 18% of advertisers plan to opt out of print advertising and direct mail (HubSpot Blog Research).
  • Some advertisers will also opt out of physical advertisements, such as signs and billboards. (HubSpot Blog Research)
  • In 2022, 21% of marketers plan to reap the benefits of paid social benefits for the first time. (HubSpot Blog Research)

As you think about AI and its effects on your advertising strategy, consider the ad platform AdRoll. It uses AI to personalize product recommendations on various channels, including web and email. AdRoll also supports other tools so you can easily and seamlessly integrate your ad ecosystem.

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