Integral Ad Science, a global leader in digital media quality, today (December 20th, 2022) released its 2023 Industry Pulse Report that found media experts called out declining consumer trust as a top concern with advertising on social media platforms. Despite that caution, the compelling reach and engagement of social media mean that most media experts still plan to advertise on those platforms next year. 

“IAS research found 77% of media experts agree that eroding consumer trust in major social media platforms may negatively impact their media spend,” said Khurrum Malik, chief marketing officer of IAS. “At the same time, marketers can’t turn away from the allure of reach and engagement that social media can provide. This love/worry relationship highlights the need for increased transparency for social media advertisers.”

Challenges for social platforms 

• While more than nine-in-ten respondents (91%) plan to advertise on social platforms in 2023, the study shows a decrease in monetisation intent across platforms, except for a slight increase for WhatsApp (2% year-over-year). 

Digital audio and video game advertising will continue to disrupt the digital media landscape in 2023

• Publishers are bullish about video game advertising, with more than one-third (34%) recognising the potential for opportunities in the year ahead. Nearly one-in-five (19%) media experts plan to prioritise advertising in video game environments next year.

The IAS Industry Pulse Report provides key trends and emerging technologies expected to shape the advertising industry next year. In partnership with YouGov, IAS surveyed over 350 digital media experts including digital advertising professionals representing brands, agencies, and publishers, as well as ad tech vendors.