Mediaocean's 2024 H2 Report: CTV Leads Marketing Trends
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Mediaocean's 2024 H2 Market Report Highlights Key Trends
Mediaocean, the mission-critical platform for omnichannel advertising, released the findings from its 2024 H2 Market Report. This sixth edition presents insights from over 1,200 marketing professionals, reflecting significant consumer and technology trends shaping the advertising landscape for the remainder of the year.
The report emphasizes the rise of Connected TV (CTV) as a leading consumer trend, surpassing AI. As viewers increasingly turn to affordable ad-supported streaming options, advertisers are presented with newfound opportunities. Moreover, the research reveals a marked shift toward performance-driven paid media, signaling the industry's heightened focus on accountability and return on investment amid changing macroeconomic conditions.
"Performance-driven paid media has emerged as the dominant focus for advertisers, reflecting scrutiny on channels that deliver measurable business outcomes," said Aaron Goldman, Chief Marketing Officer at Mediaocean. "To thrive in the final months of this year, advertisers must prioritize creative ad tech solutions that utilize AI and automation to engage consumers with relevant messaging and ensure consistent omnichannel experiences."
Key Findings from the Report
Notable findings from the Mediaocean 2024 H2 Market Report include:
CTV and Streaming as Pivotal Consumer Trends
More households are cutting the cord and opting for streaming platforms, favoring economical ad-supported tiers.
Omnichannel Advertising Growth
Brands are expected to continue boosting spending across various channels, with paid social, search, and CTV projected to see the most significant increases.
AI Integration in Ad Tech
Marketers are now focusing on the practical application's implementation of AI-driven solutions. Current trends reflect a strong emphasis on data analysis, market research, copywriting, and image generation.
Enhancement of First-Party Data Strategies
With rising consumer privacy concerns and evolving cookie management practices, 2024 marks a notable shift towards multi-ID advertising, with leading brands prioritizing first-party data in their marketing strategies.
The Transformative Impact of 2024 H2 Insights
The report illustrates a transformative phase for the advertising sector, driven by technological advancements and shifting consumer behaviors. Advertisers are encouraged to utilize these insights as a guide to navigate the complexities of today’s market. The research provides detailed breakdowns across multiple industry verticals, including Automotive, Consumer Packaged Goods (CPG), Direct to Consumer (DTC), Education, Entertainment, Financial Services, Quick Service Restaurant (QSR), Retail, Technology, Telecommunications, and Travel.
Upcoming Webinar on Advertising Insights
Mediaocean will host a webinar to further explore these findings. The session will feature industry experts discussing the implications of macroeconomic factors on advertising expenditures, alongside consumer trends like CTV, the application of generative AI, and significant investment priorities.
About Mediaocean
Mediaocean is powering the future of the advertising ecosystem through technology solutions that empower brands and agencies to deliver impactful omnichannel marketing experiences. With over $200 billion in annualized spend managed through its software, Mediaocean uses AI and machine learning to optimize creative assets and improve business outcomes. More than 100,000 users globally utilize Mediaocean’s advertising infrastructure and ad tech tools for planning, buying, ad serving, campaign analysis, optimization, and payments.
Contact Mediaocean
Kendall Allen Rockwell
Broadsheet Communications for Mediaocean
kendall@broadsheetcomms.com
Frequently Asked Questions
What are the main findings of Mediaocean's 2024 H2 Market Report?
The report indicates the rise of CTV as the leading consumer trend, a surge in performance-driven paid media, and the prioritization of first-party data strategies among brands.
How has CTV impacted advertising strategies according to the report?
CTV has overtaken AI as a critical trend as households increasingly prefer affordable ad-supported streaming, creating significant opportunities for advertisers.
What role does AI play in current advertising practices?
Marketers are focusing on practical applications of AI, particularly in data analysis, and market research while also exploring AI for copywriting and image generation.
How is Mediaocean leveraging technology in advertising?
Mediaocean employs AI and machine learning across its platform, managing over $200 billion in spend to optimize and enhance business outcomes for its users.
What is Mediaocean's upcoming webinar about?
The webinar will discuss the report's insights, focusing on the effects of macroeconomic conditions on ad spending, consumer trends, and the utilization of generative AI in advertising strategies.
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