2021 Ad stats you need to know

2021 was a big year for advertisers as they managed the remnants of the COVID-19 crisis and pandemic along with growing concerns about data protection.

Download now: Report on marketing status [2021 Version]

So how did the advertisers fare exactly in terms of strategy, challenges and advertising costs? To help you prepare your 2022 strategy, we have compiled 27 statistics.

You will learn what strategies advertisers are using today, what they plan to invest in, and what challenges they faced and may face in 2022.

Current advertising strategies

  • 84% of marketing people’s companies run marketing campaigns, and for 42% of the respondents, advertising products are one of their main goals. (HubSpot Blog Research)
  • This year, print ads were a low priority for marketers, with only 19% of marketers utilizing it. It was also one of the least effective channels for advertisers. (HubSpot Blog Research)
  • Paid social is a top paid channel for marketers. (HubSpot Blog Research)
  • In terms of account-based marketing (ABM), paid advertising was one of the three best tactics marketers used, behind creating custom content and identifying target contacts / roles. (HubSpot Blog Research)
  • By 2022, 21% of marketers plan to take advantage of paid social services for the first time. (HubSpot Blog Research)
  • By 2022, about 66% of advertisers plan to respond to data depreciation by 1) learning to utilize their data in ways that promote privacy, 2) demanding more data transparency from partners, and exploring the introduction and experimentation of artificial intelligence. (Forrester)
  • Advertisers plan to leverage AI for privacy-targeted targeting, identifying conversion-ready audiences, and dynamic creative optimization (DCO). (Forrester)
  • About 18% of advertisers plan to sell print ads and direct mail (HubSpot Blog Research)
  • Some advertisers will also get rid of physical ads, such as signage and billboards. (HubSpot Blog Research)

Pro tip: Consider Terminus (formerly Sigstr) for your ABM needs. The platform allows you to create and target custom account segments, keep your team up to date through connected data and insights, and measure your success in a user-friendly dashboard.

Advertising challenges

In the last two years, data protection has become a major concern for both consumers and marketers. In 2020, we faced the death of the third-party cookie, where Chrome blocked this type of data tracking. In September 2021, Apple announced that the iOS 15 update will affect marketers’ ability to track user behavior.

All of this has resulted in challenges in paid media, and many of those listed below relate to data protection:

  • 65% of advertisers are confident in their creative assets, while only 26% are confident in their targeting skills and only 10% in the media. (Forrester)
  • 87% of advertisers believe that traditional targeting and tracking methods are at risk today due to concerns and data protection policies. (Forrester)
  • 64% of advertisers fear a loss of consumer confidence in their ads, which can result in a decrease in brand loyalty. (Forrester)
  • Most advertisers (91%) believe that consumers expect more personal and engaging ads. However, 87% of advertisers say that stricter implementations of data protection have made it harder to scale customized ad experiences. (Forrester)
  • 85% of advertisers say they have a wealth of data but have difficulty finding privacy-friendly ways to use it. (Forrester)
  • In 2021, US advertisers spent $ 153.2 billion on Internet advertising, $ 81 billion more than on television commercials. (Statista)
  • Paid media is the best place where advertisers plan to allocate their marketing budget in the next year. (Not another marketing status report)
  • Total advertising consumption fell year-on-year by 1.2%, driven by a decline in traditional advertising spending. (eMarketing)
  • B2B digital advertising is expected to reach $ 12.6 billion by 2022. (Statista)

Advertising expenses and budgeting

  • In 2021, US advertisers spent $ 153.2 billion on Internet advertising, $ 81 billion more than on television commercials. (Statista)
  • Paid media is the best place where advertisers plan to allocate their marketing budget in the next year. (Not another marketing status report)
  • Total advertising consumption fell year-on-year by 1.2%, driven by a 15.7% decline in traditional advertising spending. (eMarketing)
  • B2B digital advertising is expected to reach $ 12.6 billion by 2022. (Statista)

Look forward to

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

  • By 2022, about 66% of advertisers plan to respond to data depreciation by 1) learning to utilize their data in ways that promote privacy, 2) demanding more data transparency from partners, and exploring the introduction and experimentation of artificial intelligence. (Forrester)
  • Advertisers plan to leverage AI for privacy-targeted targeting, identifying conversion-ready audiences, and dynamic creative optimization (DCO). (Forrester)
  • About 18% of advertisers plan to sell print ads and direct mail (HubSpot Blog Research)
  • Some advertisers will also get rid of physical ads, such as signage and billboards. (HubSpot Blog Research)
  • By 2022, 21% of marketers plan to take advantage of paid social services for the first time. (HubSpot Blog Research)

While thinking about AI and its impact on your advertising strategy, consider the AdRoll advertising platform. It uses artificial intelligence to customize product recommendations on various channels, including the Internet and email. AdRoll also supports other tools so you can easily and simply connect your ad ecosystem.

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