Messaging Makeover

Februar 2022

Industry embraces modern approach to commercialization, but keeps human connection at center.

The US has the largest advertising industry in the world by a considerable margin. China, next in line, spends about one-third the amount the US does. According to Zenith Media, the US is expecting to spend a total of $320 billion on advertising in 2022, and of that total spend, about $200 billion will likely be attributed to digital media.

Digital media has more than doubled in terms of spending since 2017 and has accelerated swiftly since the onset of the pandemic in March 2020.1 This isn’t a surprise, as the past couple years of pandemic-induced physical isolation have shifted gazes and attention from the real world to screens and devices, including smartphones, tablets, computers, and streaming TV. It’s said that it takes an average of 66 days for a new behavior to become automatic,2 and everyone—from children to grandparents—have certainly had the time to form new media habits. Advertisers now have a vast audience primed for relevant digital communication. In addition to this captive audience, advertisers have troves of data and insights available to them before, during, and after campaigns.

Messaging Makeover (