Digital Advertising
Trends in 2023
See how the world’s leading brands plan their
digital advertising for the upcoming yearTABLE OF CONTENTS
Executive Summary 3
About the Respondents 4
Key Insights 5
YouTube and Instagram Emerge as
Most Popular Advertising Platforms7
Digital Advertising is Becoming More
Streamlined and Automated12
B2C Companies Will Use Technology to
Overcome Advertising Challenges in 2023 17
Conclusion: A Year for
Technology Enablement 21
Key Suggestions 22
About the Authors 23
2Executive
Summary
Digital advertising continues to be a key driver of
new business, customer loyalty, and revenue for B2C
businesses. Consumer buying behavior has shifted
significantly toward digital purchasing in recent years,
and that shift has shown no sign of slowing down.
As a result, companies thatThis report explores what op-
can generate masterful cre-portunities and challenges B2C
ative, targeted ads, and per- companies are facing in their
sonalized offers are in thedigital advertising processes.
best position to capture It identifies the key digital mar-
market share and build cus-keting channels companies are
tomer loyalty.targeting in 2023 and reveals
how they are using capabilities
like automation, campaign opti-
mization, and ad creation.
3About the
Respondents
The WBR Insights research team surveyed 100
respondents from across the U.S. and Canada
to generate the results featured in this report.
All the respondents are director-level or above,
including the C-suite.
The respondents occupy roles
in digital marketing, digital ad-
vertising, performance mar-
How much does your company spend on
keting, and ecommerce. They digital advertising annually?
represent B2C companies in
ecommerce, including CPG,
retail, gaming, and travel. The
companies represented make
roughly $1 billion to $10 billion
10% $2M – $5M
or more in annual revenue.
41% $5M – $10M
At 41%, a significant number 27% $10M – $20M
of respondents spend $5 mil-
lion to $10 million on digital 22% $20M +
advertising each year. Over
one-quarter (27%) spend $10
million to $20 million, and 22%
spend more than $20 million.
4Key
THE FOUR MOST WIDELY USED
Insights ADVERTISING PLATFORMS ARE:
Instagram Facebook
Amongst the94% 92%
respondents:
GoogleYouTube
Ads 87% 83%
37%
spend 26% to 49% of their over-
all marketing budget on so-
cial media advertising, while 9%
spend roughly 50% of
their budgets.
48% 32%
say they receive the best say their digital advertisement
ROAS from YouTube, whilecreation involves manual pro-
35% say they receive the bestcesses that are often
ROAS from Instagram. time-consuming.
77% 26%
feel their digital advertisingsay their digital advertising
and creative teams collaboratecampaign delivery involves
effectively in all stages of the manual processes that are
marketing process.often time-consuming.
THEIR FIVE BIGGEST PAIN POINTS FOR
DIGITAL ADVERTISING IN 2023 ARE:
o Macroeconomic factors (50%)
o Increased competition (49%)
o Maximizing efficiency and ROI (48%)
o Producing enough creative (48%)
o Measurement and attribution (47%)
5