A Piece of a $92B Pie

Today, Borrell Associates is releasing its?2022 Benchmarking report, a survey of print media, broadcast or cable TV, and radio professionals. The report predicts that?local digital advertising will grow 9% to $92.8 billion, which means it will account for two-thirds of all ad spending. Projections out to 2025 put it at 72% of all spending. (This seems to be for the United States.)??

OTT (Over the Top), CTV (Connected TV), and other video top the list of best-selling products. Email and recruitment ads come in last at 2% each. The report also lumps together digital products outside the likes of banners, programmatic, and social media as "All Others." My guess is that affiliate does not currently count in the "All Others" category.

This could be a world of opportunities for us. With card-linked offers, coupon-code tracking, and more frequent online purchases from local stores (such as for restaurant pickup), technology has come along far enough to allow affiliate to be viable in certain circumstances. It's time for us to take a healthy slice of this $92 billion pie. Who's hungry??