Marketing budgets fall under heavy scrutiny as risk of prolonged slowdown in 2023 rises

Here’s a downturn projection that might make you weap: if you think the ad slowdown has been bad up until now, you ain’t seen nothing yet. October 19, 2022 Marketing budgets fall under heavy scrutiny as risk of prolonged slowdown in 2023 rises Come next year, things are going to go from bad to worse. Senior marketers know it and are already making contingency plans. [Read: rationalizing ad dollars.]( Additional coverage: - Despite record sales for some publishers from Amazon Prime Day in July, Amazon's second sales event last week [brought mixed results](. - Ongoing concerns around brand safety, measurement issues, capturing attention and navigating the media landscape were all key areas of discussion across Advertising Week so far. More in this [Advertising Week Briefing](. - Brands and agencies are aligned when it comes to how much they spend on influencer marketing and how confident they are that influencers drive successful marketing. However, both groups had a significant gap between that spend and confidence. [More from Digiday+ Research.]( - This week's [Digiday+ Future of TV Briefing]( features an interview with NBCUniversal's chief data officer John Lee about the Comcast-owned media conglomerate's first-party data efforts. - Despite the enforcement of General Data Protection Regulations coming into play in the EU since 2018 and regulators elsewhere clamping down on how companies can access individuals' data, [practices are still lax](. - With their combined strength in first-party data and increased retail footprint, grocery chains Kroger and Albertsons [have an opportunity to upend the status quo]( in the retail media network landscape with their proposed merger. - Online grocer Misfits Market is tapping social media and out-of-home advertising to boost brand awareness as it [seeks the attention of its target audience](: Gen Z and older millennials. Other things to know about - [Join this virtual event]( on October 27 at 1 p.m. EDT to learn more about the best omnichannel tactics — including how to build retail media networks, programmatic, out-of-home, and other channels into the mix. Sponsored by Best Buy Ads. - [Download this guide]( to learn how more brands are employing increasingly in-depth approaches to glean contextual insights from audience actions. Sponsored by Brandwatch. - Marketers are developing entertaining content and customized experiences to [enable a deeper connection between brands and young people](. Sponsored by SuperAwesome. Top Stories Ivy Liu [Navigating Economic Instability]( [Marketing budgets fall under heavy scrutiny as risk of prolonged slowdown in 2023 rises]( Here’s a downturn projection that might make you weap: if you think the ad slowdown has been bad up until now, you ain’t seen nothing yet. howdy! [Content & Commerce]( [Amazon’s second Prime Day sale brings mixed results for publishers]( Despite record sales for some publishers from Amazon Prime Day in July, Amazon’s second sales event last week brought mixed results. [Sponsored by Tremor International]( [How marketers are developing dynamic creative to fine-tune targeting]( With dynamic video creative, teams are modifying ads to become more personalized to audiences in CTV campaigns. Advertisement howdy! [Advertising Week]( [Advertising Week Briefing: Despite darkening economy, marketers put measurement, brand safety center stage]( Ongoing concerns around brand safety, measurement issues, capturing attention and navigating the media landscape were all key areas of discussion across various stages so far this week. [Sponsored by Vericast]( [How marketers are leveraging deals to reach holiday shoppers]( With consumers tightening their belts, holiday shoppers are looking for personalized offers and discounts. howdy! [Digiday+]( [Digiday+ Research: Influencer marketing falls on uneven ground between ad spend, confidence]( Brands and agencies are aligned when it comes to how much they spend on influencer marketing and how confident they are that influencers drive successful marketing. However, both groups had a significant gap between that spend and confidence. Advertisement [Sponsored by Best Buy Ads]( [Omnichannel marketing forum: Programmatic, RMNs and 2023 strategies]( Join this virtual event on October 27 at 1 p.m. EDT to learn more about the best omnichannel tactics — including how to build retail media networks, programmatic, out-of-home, and other channels into the mix. howdy! [Digiday+]( [Future of TV Briefing: A Q&A with NBCUniversal's chief data officer John Lee]( This week’s Future of TV Briefing features an interview with NBCUniversal’s chief data officer John Lee about the Comcast-owned media conglomerate’s first-party data efforts. howdy! [Data Regulation]( [Study claims widespread collection of unconsented data]( 88% of advertisers risk sanctions through extensive piggybacking. [All Latest Stories]( [Publishing in the Platform Era]( [Why LinkedIn is stepping up its original video and audio content ambitions]( LinkedIn’s editor-in-chief Dan Roth talked about the company’s recent hire of its first head of original programming on the latest episode of the Digiday Podcast. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](