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RESEARCH, ANALYSIS & TRENDS
• Connected TV environments, including streaming markets it includes are nearing or are soon to
services' digital advertising inventory, will hog exceed their pre-pandemic highs. GroupM expects
much more of existing budgets than they will bring out-of-home advertising next year to surpass 2019
new budgets into the industry. volumes, suggesting that much of the current
growth can still be characterized as recovery
• While television continues to outperform many driven.
alternatives when it comes to meeting reach and
audience goals, GroupM continue to encourage The top five advertising providers in 2021, which
marketers to try alternative strategies. include Google, Facebook, Alibaba and Bytedance, will
generate $408 billion in advertising revenue, or 53% of
• OOH Advertising: The average market is the global total. ◊
expected to grow 12 percent as many of the
By Daniela La Marca
July 2022: Search Marketing 7
