Marketers Shift Budgets to CTV: New Mediaocean Report |
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A recent report by Mediaocean paints a clear picture of the evolving marketing landscape in 2024. The omnichannel ad platform surveyed 1,200 marketing professionals and found that focus on CTV, responsible AI use, and mastering first-party data will be key to success in the second half of 2024 and beyond. |
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CTV Takes Center Stage Mediaocean, the omnichannel advertising platform, just released its 2024 H2 Market Report findings. In a word: The rise of Connected TV (CTV) is the top consumer trend, effectively overtaking AI, which now holds the second spot. Marketers see CTV's ability to combine traditional television's reach with digital advertising's targeting capabilities as a perfect platform for brand campaigns. AI: Hype vs. Reality AI is still a buzzword, but the report reveals a more cautious approach from industry leaders. While 45% use AI for data analysis and 40% for market research, concerns about copyright infringement and plagiarism generated by AI have dampened enthusiasm. . |
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The Rise of First-Party Data With the future of third-party cookies uncertain, marketers are doubling down on mastering first-party data. The report recommends a multi-ID approach that utilizes cookies and other identifiers to deliver personalized experiences. Key Takeaways Marketers are shifting ad spend from linear TV to CTV for its targeting capabilities. AI is seen as valuable for data analysis and market research, but concerns exist about content creation. First-party data is becoming the fastest-growing area of investment, with marketers embracing a multi-ID approach. Performance-driven media remains the most critical ad capability. .
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"At Global Data Resources, we empower marketers with the data and insights they need to navigate the ever-expanding digital economy while upholding the highest standards of data privacy and ethical targeting. Our solutions enable businesses to connect with their target customers effectively, ensuring a positive and respectful customer experience.", says Gunnar Kihl, Chief Operating Officer at Global Data Resources. Reach us anytime or request a callback! Follow us on LinkedIn to get our news & comments as we post them. |
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Omnichannel Ad Blitz: Marketers Double Down with Paid Social, Search, and CTV |
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The race is on for growth, and the latest intel from Mediaocean reveals a spending spree across advertising channels. Get ready to step up your omnichannel game, because paid social, search, and CTV are the big winners in the second half of 2024. |
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How idfree.com empowers your omnichannel strategy: Expert Guides & Industry Insights: We offer a wealth of resources, from in-depth guides on omnichannel audience activation to cutting-edge industry reports and trends. Stay ahead and make data-driven decisions for your campaigns. The Latest Tools & Technologies: Unleash the power of the latest advertising tools and platforms. Discover innovative solutions to optimize your campaigns across all channels, streamline workflows, and measure your success easily. Experts & Support: Be inspired by our professional partners and contact our expert teams for troubleshooting and best practice sharing.
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So, what does this mean for you? Embrace the omnichannel approach: Don't put all your eggs in one basket. Spread your advertising budget across paid social, search, and CTV to reach your target audience wherever they are. Leverage the power of CTV: CTV offers the best of both worlds: the broad reach of television with the targeting capabilities of digital advertising. It's a perfect platform for building brand awareness and driving engagement. Don't underestimate the classics: Paid social and search remain essential tools for reaching your target audience and driving conversions. Make sure your campaigns are optimized for maximum impact. .
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💬 Contact us today to unlock your omnichannel advertising potential! We'll equip you with the knowledge, data, and tools you need to succeed. |
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The New Life Of The Livingroom 2024 In our digital age, the living room has evolved into a dynamic hub for enter-tainment, work, and social interaction. The 3rd version of RTL AdAlliance’s exclusive research: The New Life of the Living Room explores this transfor-mation and highlights the key trends driving the shift. Central findings TV remains central for viewing; 78% of Europeans own a smart TV, up from 71% in 2022. Streaming platforms are popular, with differences in preferences (news in Europe, sports in the US). Despite changes in consumer behaviour, the TV remains the favourite destination for watching video content. Most households plan to maintain or increase video budgets. Viewers who actively research the brand after seeing an ad: 50% in US, 26% in Europe.
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