1、Outlook for Advertising,Marketing and Data 2023:Clouds On The Horizon?Bruce Biegel,Senior Managing PartnerJanuary 18th,2023AboutWinterberry GroupA specialized management consultancy that offers more than two decades of experience and deep expertise in the intersecting disciplines of advertising,mark

2、eting,data,technology and commerce.Winterberry Group helps brands,publishers,marketing service providers,technology developers and information companiesplus the financial investors who support these organizationsunderstand emerging growth opportunities,create actionable strategies and increase their

3、 value and global impact.2The Evolving WG Spend Model 2019-20233Annually,WG evaluates its models to see what has changed or needs to be added.During the COVID period(2020-2022),the industry continued to undergo significant changes including the growth of new digital channels warranting inclusion and

4、 update.2023 Channel CoverageOffline MediaDigital MediaNew Digital Channels Added 2020-2023Linear TVDisplayCTVAddressable TVSearchGamingRadioEmail/SMSInfluencerNewspaperDigital Out-of-HomeAffiliateMagazineDigital RadioB2C Lead GenerationTraditional OutdoorDigital VideoDirect MailPaid SocialExperient

5、ial/SponsorshipIn-StoreJan,2019 Channel Coverage Offline MediaDigital MediaLinear TVDisplayAddressable TVSearchRadioEmail/SMSNewspaperDigital Out-of-HomeMagazineDigital RadioTraditional OutdoorDigital VideoDirect MailPaid SocialExperiential/SponsorshipIn-StoreNote:In 2019 several categories from the

6、 2018 model were consolidated,including Mobile moving into Display and Cinema into Digital Out-of-Home.Also removed from the 2019 model are the Teleservices,Lead Generation and Affiliate spend categories as data had not been updated for several spend cycles.Looking Back at 2022:A Tale of Two HalvesW