New digital advertising trends of the year – insights from the 2023 digital ad spend research


In the ever-changing landscape of digital advertising, the year 2023 stood as a testament to resilience and innovation.


Despite facing macroeconomic uncertainties, digital ad spend continued its upward trajectory, reaching a remarkable €3.7 billion—a 5% increase from the previous year. Deloitte’s Online Ad Spend Study 2023, commissioned by VIA, sheds light on not only the steady growth but also intriguing shifts within the digital advertising sphere.


Local Publishers Outpace Global Giants


2023 marked a turning point in the dominance of global players like Google and Meta. While previous years saw a stabilization in their market share, the tides shifted as local publishers showcased growth surpassing that of their global counterparts. This shift, fueled by investments from local publishers and emerging opportunities for media agencies, signifies a dynamic evolution in the digital advertising landscape.


Embracing the Power of Digital Out of Home (DOOH) and Retail Media


The rise of Digital Out of Home (DOOH) continued its momentum, boasting a double-digit growth of 24% for the third consecutive year. The fourth quarter of 2023 witnessed record-breaking expenditures in DOOH advertising, attributed in part to the proliferation of screens throughout the year. Additionally, the surge in retail media is evident, with an increasing number of indoor DOOH screens being deployed. The allure of retail media lies in its proximity to the point of sale and the availability of first-party data, offering advertisers unparalleled targeting capabilities.


Key Insights from the Research Report


  • Paid search remains the largest category for digital advertising, although its growth rate has slightly declined.
  • Online video, while no longer achieving double-digit growth, continues to expand through innovative advertising methods.
  • Digital audio ads experienced a robust growth of 16%, driven by the rising popularity of targeted podcast advertisements.
  • Social media retains its stronghold in our daily lives, with Meta leading the market through platforms like Facebook and Instagram.

Looking Ahead to 2024: Optimism Abounds


Amidst the uncertainties of 2023, advertisers are optimistic about the prospects for 2024. Anticipating a 14% increase in ad spend, stakeholders are encouraged by the optimism surrounding major sporting events such as the Olympics and the UEFA European Championship. 


Keen to stay ahead in the ever-evolving digital advertising landscape? Let’s navigate the trends together! 


📩 Connect with us through info@imlounge.nl, to discuss how we can tailor your advertising strategy to capitalize on emerging opportunities.

IM Lounge About the author

info@imlounge.nl

IM Lounge is een Media Performance agency. Wij ontwikkelen media strategieën en doen media-inkoop. Wij zorgen voor de juiste boodschap, voor de juiste doelgroep op het juiste moment. Daarbij geloven wij dat mediastrategie tegelijkertijd met de creatie strategie moet worden ontwikkeld.