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.