AdNews asked industry figures for their assessment of 2022 and outlook for next year
Es Chandra, CEO, Glide Agency
This year has been an interesting one to watch, especially in the wake of the COVID pandemic, with businesses around the world seemingly unsure how to best go about their return to normality.
This hasn’t been helped by shaky economic conditions and near-apocalyptic growth forecasts, but despite the complications, we’ve emerged relatively unscathed in Australia.
Our digital advertising and marketing industries have again proven highly durable, posting impressive growth figures despite a contraction in global ad spend amid various other setbacks.
However, while this resilience offers up some hope for the coming year, we must also be wary of overconfidence in the midst of fast-changing global conditions. Just 12 months ago we watched Facebook, Shopify and Amazon make their big bets on ecommerce, now with little left to show for it but red-line revenue and 22,000 staff shoved out the door.
With TikTok challenging the hegemony of the big social media platforms, Twitter starting its death spiral, and the ‘war on data’ reaching new extremes, we can be sure of 2023’s challenges, whilst confident in its opportunities.
On the agency side, 2022 has been a big year for data literacy, with clients across the spectrum showing a greater understanding of data’s intrinsic value and its importance in guiding strategy, with more businesses now fully appreciating the value and power of digital advertising.
With competition for talent reaching all-time highs in 2022, this growing need for quality analytical expertise will put further strain on human resources, emphasizing the importance of accommodating, flexible working conditions in a bid to attract skilled staff.
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