Online video and influencer budgets to see biggest increase in 2022

An overview of the change in media budgets by senior marketers in 2022.

Marketers are planning to increase spend on their favoured ad formats next year, largely in online video, influencer content and social media ads, according to a survey of over 900 senior marketers by Kantar.

Online video advertising will see the most widespread increase in 2022, with a net change in budget of 76%. Branded content by influencers places second, at 71%, while ads in social media stories (70%) is close behind.

The net change in budget represents the % of marketers who are increasing spend minus the % who are decreasing. A positive value indicates more marketers will...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands