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Advertising investments should grow 5% this year, according to a new industry forecast released today by analyst Brian Wieser.
Marketers and advertisers should regard this relatively modest growth as a return to normal, pre-pandemic economic conditions. Since ecommerce boomed during the pandemic and led to increases in retail media investments and other online direct-to-consumer sales, the advertising industry benefited. Marketers largely felt that sustaining high growth would be unsustainable in the long term.
While it’s true that 5% is a slowdown from last year’s 6.5%
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