2025-01-07-Mediaocean-2024下半年营销报告_13页_4mb

2024 H2 Market Report Summary

Core Content Overview

This report provides insights into consumer, advertising, and media trends based on data from over 1,200 marketing professionals surveyed in July 2024. It highlights the evolving priorities of the advertising industry, emphasizing the role of technology, consumer behavior, and data management in shaping future strategies.

Main Insights

1. Ad Spending Remains Strong

• Marketers across all digital channels expect to maintain or increase ad spending in the next six months.
• Social media, digital display/video, and CTV are the fastest-growing channels, with:
  • 66% planning to increase social media spend
  • 64% for digital display/video
  • 55% for CTV
• Print and TV are the only channels where a minority of marketers plan to decrease spending.
• 2025 Outlook: As the global economy continues to recover, ad budgets are expected to follow suit.

2. CTV Surpasses AI as Top Consumer Trend

• Connected TV (CTV) is now the most critical consumer trend, with 56% of marketers ranking it as such.
• Generative AI (Gen AI) ranks second, with 55% of marketers identifying it as a key trend.
• CTV's growth is attributed to:
  • Consumers shifting to streaming platforms
  • Advertisers seeking higher viewership
  • Major streaming deals and expansions (e.g., Amazon, Netflix, Disney+)
• CTV is viewed as a platform that combines the reach of traditional TV with the targeting capabilities of digital advertising.

3. AI is Prioritized for Data Analysis and Market Research

• The most common use cases for AI in marketing are:
  • Data analysis (45%)
  • Market research (40%)
• Content generation (copywriting, image generation) is less prominent, with 27% and 22% respectively.
• Marketers are adopting AI responsibly, especially with Large Language Models (LLMs), and are focusing on actionable insights over creative automation.
• The "black pope" incident highlighted the risks of unsupervised content generation, reinforcing the need for controlled AI applications.

4. First-Party Data Mastery is a Rising Priority

• First-party data is now the fastest-growing area of investment, with 35% of marketers identifying it as critical.
• This reflects concerns over third-party data and the cookie crisis, with a 25% increase in prioritization compared to November 2023.
• Marketers are moving towards multi-ID approaches that include cookies, other identifiers, and privacy-compliant data collection methods.
• Brand advertising remains a top media investment, alongside measurement & attribution.

5. Measurement Capabilities are Critical for Ad Verification

• Marketers are placing increasing importance on ad verification capabilities, especially in the context of CTV growth and privacy regulations.
• The most important aspects of ad verification are:
  • Measurement with MRC accreditation
  • Actionability (real-time decisioning)
  • Comprehensive channel coverage
  • Integrations and cost
• Marketers require robust reporting to ensure transparency and ROI, beyond just blocking invalid traffic.

Key Trends and Priorities

• CTV is the top consumer trend, driven by consumer shift and advertiser interest in higher engagement and reach.
• Performance-driven paid media continues to be the most critical investment, with social media and digital display/video leading in growth.
• AI is increasingly used for data analysis and market research, rather than content creation.
• First-party data is becoming essential due to privacy regulations and the decline of third-party cookies.
• Ad verification is gaining importance, with a focus on MRC-accredited solutions, viewability, and CTV impressions.

Conclusion

The advertising industry is adapting to rapid changes with confidence and innovation, focusing on CTV growth, AI integration, and first-party data strategies. Marketers are prioritizing measurement, attribution, and actionable insights to ensure effective and compliant ad campaigns. The report underscores a transformative phase in advertising, driven by technological advancements, consumer behavior shifts, and data-driven strategies.

Methodology

• Conducted by Mediaocean through TechValidate
• Surveyed 1,200+ marketing professionals in July 2024
• Focus areas: Consumer trends, ad spending, AI applications, first-party data, and ad verification

About Mediaocean and Flashtalking

• Mediaocean is a leader in the ad tech space, offering tools for omnichannel marketing, AI and automation, and media management.
• Flashtalking is part of Mediaocean, providing creative ad tech solutions that bridge the gap between creative and media teams.
• Flashtalking supports personalization, orchestration, and intelligence across multiple channels including CTV, Video, Display, Social, Native, Audio, DOOH, and Retail Media.
• Protected Media is the MRC-accredited ad verification solution used by Mediaocean for brand safety and fraud detection.