As the year winds down and the industry reflects on the past year,IAS conducted its annual Industry Pulse Report todeep dive into the trends and technologies that will shape 2024.Looking back on 2023,the year started out withstrong macroeconomic headwinds and a retum to pre-pandemic levels of digital media consumption and ad spendgrowth.As 2023 comes to an end,the industry has rebounded and is slated to end on a high note,with a forecasted
3.8%growth in overall U.S.media ad spend.!
WHAT’S NEXT IN 2024?
Industry experts are following consumer behavior toprepare for next year.Marketers plan to invest in well-establishedenvironments that are rife with innovative potential,like social media and digital video,while also building out theiradvertising strategies to include emerging ad giants,such as retail media networks.
2024 also brings two high-traffic media events into the mix-the Summer Olympics and a presidential election.It willbe critical for marketers to consider how these events may impact risks to media quality and protect their campaignsaccordingly.Investing in media quality and prioritizing brand safety can be key ways for marketers toprotect adcampaigns from the uncertainties that these massive events may bring to the digital media landscape.Contextual concerns rank among the top
predicted digital media challenges in 2024 forbuyers and tech vendors,with ads delivered
alongside risky content as the top concern.Mediaexperts are almost equally concerned about
decreasing access to consumer data and cookiesas well as assessing campaign results.
While viewability is still a challenge for nearlyone-in-five media experts,its lower position
relative to other concerns speaks to the increasingsophistication of media quality measurement.
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