2024下半年营销报告 2024 H2 Market Report

2024H2

MarketReport

Keyinsightsonconsumer,advertising,

andmediatrendswithdatagatheredfrom

1,200+leadingmarketingindustryprofessionals.

Tableofcontents

Introduction 3

ForewordbyKarstenWeide 4

Insight#1:Adspendingholdingstrong 5

Insight#2:CTVsurpassesAI

astopconsumertrend 7

Insight#3:Researchandanalytics

prioritzedovercontentgenerationinAI 9

Insight#4:Renewedfocuson

first-partydatamastery 10

Insight#5:Measurementcapabilities

criticalforadverification 11

Conclusion&Methodology 12

AboutMediaoceanandFlashtalking 13

2©2024Mediaoceanaomediaocean

Introduction

ThankyouforreadingMediaocean’s2024

H2MarketReport.Theseinsightsreflectinputfrommorethan1,200customersandpartners,focusedonkeyconsumerandtechnology

trendsalongwith2024H2projectedmedia

investments.Weprimarilysurveyedmarketersandagencies,butalsoincludedperspectivesfrommediacompanies,measurementfirms,

techplatforms,andotherindustrycohorts.

Thisisthesixthinourseriesofbi-annual

marketreports,withthefirstpublishedattheendof2021.Themostrecentdatapoints

usedinthisresearcharebasedonsurveysconductedinJuly2024.

3©2024Mediaoceanaomediaocean

Foreword

KarstenWeide

PrincipalandChiefAnalystWMediaResearch

Atthecurrentmoment,themarketinglandscape,andtheenvironmentatlarge,arecharacterizedbyswiftanddynamicchange.Advertisingis

beingtransformedbytechnologicaladvances,changesinconsumerbehavior,andmarket

dynamics.Thebroadercontextincludes

continuingeconomicnormalizationamidst

politicalandgeopoliticaluncertainty.Despite

theserapidlychangingconditions,Mediaocean’sadvertisingoutlookforthesecondhalfofthis

year,basedoninsightsfrommorethan1,200ofourpeers,testifiestoourindustry’sconfidence

anditsabilitytoadapttoandfindopportunityinthesefast-pacedtransformations.

Nothingspeaksmoreclearlytoourindustry’s

confidencethanmarketers’plansforadvertisingspending:acrossalldigitalchannels,they

expecttocontinueexpandingtheiradvertising

inthenextsixmonths.Atthetopofthelistis

ConnectedTV.Thisgrowthispartlyorganic

butalsodrivenbyadvertisingbudgetsshifting

fromtraditionalTVtoCTV,mirroringconsumers’continuingtransitionfromtraditionalTVto

CTV.Thisshiftisseenasthemostsignificant

consumertrendinadvertisers’minds,overtakingartificialintelligencefromtheprevioussurvey.

CTV’spopularityisalsoduetomarketersviewingbrandadvertisingasthesecond-mostcritical

advertisingcapabilityandmediainvestment.

CTVcombinesTV’slargecanvaswiththe

amenitiesofdigitaladvertising,makingitanidealplatformforbrandcampaigns.

Asinprevioussurveys,respondentsin

Mediaocean’ssurveyalsoexpectbothsearch

andsocialplatformstoattractsignificantlymorespending,whichisunsurprisinggiventheirviewofperformance-drivenpaidmediaasthetop-

mostcriticaladvertisingcapability.Giventheuncertaintyaroundsignalloss,thereappearstobeabitofashifttowardsperformance

advertisingfrombrandadvertising.

Asartificialintelligence(AI)hasmovedfromtheexcitementofthenovelin2023tothe

moresoberexperienceofapplyingitinthe

real-worldin2024,marketersnowfeelCTVisthemostimportanttrend.Still,theyrecognizeAIasagamechangerintermsofadvertisingproductivity,includingtheuseofnatural

languagequeriesforcontrollingadplatforms.

Surprisingly,itsmajorstrengthsareseenin

dataanalysisandmarketresearchratherthancontentcreation.Isay“surprisingly”becauseIhadconsidereddynamiccreativeoptimization(DCO)asAI’smoststraightforwarduse-casetoincreasecampaigneffectiveness.However,thisyear’s“blackpope”incidentunderscoredthe

risksofunsupervisedcontentgeneration.

Ihavealreadymentionedthatmarketers’viewperformanceandbrandadvertisingasthe

toptwomostcriticaladvertisingcapabilitiesandmediainvestments.Measurementand

attributioncapabilitiesrankthird.Thisis

expectedgivenGoogle’sreversalonthird-partycookiedeprecation,ongoingdiscussionsaroundmade-for-advertisingsites(MFA),Oracle’s

decisiontoexittheAdTechbusinessandshut

downMoat(asurprisingstepgivenMoat’s

prominenceinthemarketplace),andperennialconcernsaroundadfraudandviewability.

Thereisalsoadesireforbettermeasurement,

particularlycross-mediameasurement,forCTV.

Lastly,thereisarapidlyincreasinginterestin

masteringfirst-partydatastrategies.Privacyregulationandsignallossareexpectedto

worsen,notimprove,addingtotheuncertaintyaroundhowGooglewillimplementcookie

deprecation.

Inconclusion,thissnapshotofmarketers’

attitudesistestamenttoanadvertisingindustry

thatisnotmerelyreactingtochangebut

embracingitwithresilienceandinnovation.

Theconfidenceofadvertisers,reflectedintheirambitiousspendingplansandstrategicshifts,signalsarobustandadaptablelandscape

poisedforgrowth.ConnectedTVstands

outasabeaconofopportunity,mergingthe

advantagesoftraditionalTVwiththeprecisionofdigitaladvertising.Meanwhile,theintegrationofartificialintelligencecontinuestoreshape

theindustry,enhancingproductivityanddrivinginsightfuldataanalysis.

4©2024Mediaoceanaomediaocean

Insight

#1

Adspending

holdingstrong

SocialPlatforms

Formarketerstomakeinformeddecisions,it’sessentialto

understandthebroadertrendsthatinfluenceadvertising

spending.Ourresearchshowsthatthewaveofoptimismin

theindustryheadinginto2024hascontinued.Midwaythroughtheyear,asignificantmajorityagainexpressedtheirintention

toeithermaintainorincreasetheirspendingineverychannel.

Beyondmacroeconomicconditions,tentpoleeventssuchasthesummergamesinParisandmajoradvertisingcyclesliketheUSpresidentialelectionarelikelydriversofincreasedinvestment.

Socialmedia,digitaldisplay/video,andConnectedTV(CTV)

arestillthefastestgrowingchannels,seeingasteadyincreaseininvestmentthatmatchesconsumerengagementandtime

spent.InH2,66%ofsurvey-takersareplanningtoincrease

socialmediaspending,64%fordigitaldisplay/video,and55%forCTV.Meanwhile,thenumberofmarketersmaintaining

theirinvestmentsinthesechannelsare30%,31%,and37%,respectively.

JustaswesawinH1,PrintandTVaretheonlychannelswithmorerespondentsindicatingtheyaredecreasinginvestmentcomparedtoincreasing—however,themajorityreported

maintainingthosebudgets.Lookingaheadto2025,thereare

lotsoffactorstoconsiderforannualplanningbutastheglobal

economycontinuestoimprovewiththepandemicintherear-view,adbudgetsarelikelytofollow.

5©2024Mediaocean

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Foreachmediachannelbelow,doyouexpecttoincrease,decrease,ormaintainyourspend?

.Maintain

Decrease

July2024

66%

30%4%

64%31%

5%

55%37%

8%

47%47%6%

DigitalDisplay/Video

ConnectedTV

Search

33%

Retailmedia

59%

8%

31%11%

OOH/DOOH

58%

24%

56%20%

16%

61%23%

13%

61%26%

7%

52%41%

Radio/Audio

NationalTV

LocalTV

Print

●Increase

November2023

67%27%

6%

63%32%

5%

60%32%

8%

55%42%

3%

32%

58%10%

31%

55%14%

25%

51%24%

12%

58%30%

9%

55%36%

5%

45%50%

Source:Mediaocean2024H2MarketReport

Methodology:Surveyof1,200+marketingprofessionalsconductedthroughTechValidateinJuly2024

aomediaocean

Breakingdownthenumbersbyvertical,two-thirdsofmarketersidentifiedsocialplatforms,whilethe

remainingthirdidentifieddigitaldisplay/video,asthe

channelstheyplantoincreaseadspendingonthemost.FinancialServicesistheoutlier,revealingatiebetweenCTVanddigitaldisplay/video.

aemediaocean

Topchannelbyvertical

DIGITALDISPLAY/VIDEO

SOCIAL

SOCIAL

SOCIAL

76%

SOCIAL

CTV&DIGITALDISPLAY/VIDEO

SOCIAL

SOCIAL

76%

DIGITALDISPLAY/VIDEO

SOCIAL

SOCIAL

DIGITALDISPLAY/VIDEO

Source:Mediaocean2024H2MarketReport

Methodology:Surveyof1,200+marketingprofessionalsconductedthroughTechValidateinJuly2024

6©2024Mediaoceanaomediaocean

Insight

#2

CTVsurpassesAIas

topconsumertrend

Whenweaskedmarketerstorankthemostcriticalconsumer

technologyandmediatrends,themostpopularanswerwasCTV/streamingwith56%.Moreandmoreconsumersarecuttingthe

cord,andturningtostreamingplatformsforentertainmentand,inturn,optingformoreaffordablead-supportedtiers.InJune,theamountoftimespentstreamingincreasedbymorethan40%,

markingitslargestshareofTVusageeverrecordedbyNielsen’sTheGauge™.Asthesechannelsandplatformshavegrown,

advertisersareattractedtotheincreasedviewership.

Meanwhile,streamingplatformsaremakingsignificantinvestmentstoacceleratetheirgrowth.InJuly2024,Amazonsignedan11-yearstreamingagreementwiththeNBAandWNBAforPrimeVideo.

WarnerBros.Discoveryrecentlysignedafive-yeardealwithESPNtobroadcastselectCollegeFootballPlayoffgames.IntheUK,

Tubimadeitsofficiallocalmarketdebut,thelargestinternationalexpansionforthead-supportedstreamingplatform.Globally,

Netflixhasexperiencedsignificantgrowthinitsad-supportedtier—

jumping34%inthesecondquarterof2024.Disney+,Hulu,andMaxrecentlylaunchedabundledealtoencouragesubscriptionswhilesavingsubscribersadditionalmoney.AndParamount

justannouncedamergerwithSkydanceMediathatwillcreateexpandedcontentopportunities.

DroppingfromfirstplaceinourH1survey,GenerativeAI(GenAI)

isnowthesecond-mostpopularanswer,with55%deemingitthemostcriticalconsumertrend.ClearlyGenAIremainsanimportantinnovationdriverformarketersbutperhapssomeoftheinitialbuzzhassubsidedaspracticalusecasesareimplemented.

7©2024Mediaocean

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Whatarethemostimportantconsumertrendsyou’rewatchingforH2?

(Selectallthatapply)

Source:Mediaocean2024H2MarketReport

Methodology:Surveyof1,200+marketingprofessionalsconductedthroughTechValidateinJuly2024

aomediaocean

amediaocean

Reviewingthedatabyvertical,halfofallindustries

Toptrendbyvertical

surveyedbelieveCTVisthemostcriticaltrendtowatch,butone-thirdbelieveGenAIisthemostcrucial,includingPharma/Health,Tech,Teleco,andTravel.

76%

CTV

E-COMMERCEEVERYWHERE

TIKTOK/SOCIALVIDEO

CTV

CTV

CTV

GENAI

CTV

CTV

GENAI

GENAI

GENAI

Source:Mediaocean2024H2MarketReport

Methodology:Surveyof1,200+marketingprofessionalsconductedthroughTechValidateinJuly2024

8©2024Mediaoceanaomediaocean

Researchand

Insight

#3

analyticsprioritized

overcontent

generationinAI

Speakingofpracticalusecases,themostprevalent

applicationsofAIcontinuetobedataanalysisand

marketresearch,with45%and40%ofusecases,whilecopywritingandimagegenerationholda27%and22%sharerespectively.Whilethelattercertainlyholdsthe

mostpromiseformarketersintermsofunlockingmore

efficientcreativeproduction,adoptionwillcontinuetofollowresponsibletrainingandapplicationofLargeLanguage

Models(LLMs).Asfortheformer,usingGenAItosynthesizedatasetsandenablenaturallanguagepromptstoquery

largedatabasesispayingstrongdividendsformarketers.

Lookingahead,adtechplatformsareinvestingheavily

inGenAIapplicationsforcreativedevelopment,

audience,insights,andmediadecisioning.Asthese

technologiescontinuetoundergorapidandunprecedentedadvancements,therangeofapplications—andspeedof

adoption—willaccelerate.

Whenwebreakdownthenumbersbyvertical,two-thirds

identifieddataanalysisastheirmostprevalentusecase,

includingAuto,CPG/MFCG,DTC,Entertainment,Retail,Tech,Teleco,andTravel.One-quarterindicatedmarketresearch

astheprimaryusecaseofGenAI.Onlyoneindustry,

Education,chosecopywritingasitsmostimportantuse

case,highlightingtheimmediateopportunityforGenAItosupplementlearningprograms.

9©2024Mediaocean

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HowareyoucurrentlyusingAIinyourmarketing?

Toptrendbyvertical

DATAANALYSIS

DATAANALYSIS

DATAANALYSIS

COPYWRITING

DATAANALYSIS

MARKETRESEARCH

MARKETRESEARCH

MARKETRESEARCH

DATAANALYSIS

DATAANALYSIS

DATAANALYSIS

DATAANALYSIS

Source:Mediaocean2024H2MarketReport

Methodology:Surveyof1,200+marketingprofessionalsconductedthroughTechValidateinJuly2024

aomediaocean

Insight

#4

Renewedfocusonfirst-party

datamastery

Whileperformance-drivenpaidmediacontinuestohold

itsgroundasthemostcriticalinvestment,first-partydata

masteryhasbecomethefastest-risingareaofinvestment,

showcasingtheindustry’sshiftingpriorities.ComparedtoourlastsurveyfromNovember2023,thenumberofrespondentsidentifyingfirst-partydataasacriticalcapabilityisup25%

andwasselectedby35%ofrespondents.

Thissurgealignswiththeconcernsoverthird-partydataandtheever-evolvingcookiecrisis.FromtheinitialimplicationofApple’sIntelligentTrackingProtection(ITP)in2017toGoogle

originallyannouncingtheirplantodeprecatecookiesin

Chrome,marketer’srelianceoncookie-baseddatahasbeenonthedecline.

WithGoogle’srecentannouncementthattheywillnolonger

deprecatecookiesbutratherprovidemoreprominentopt-outmechanismsforconsumers,collectingandmanagingfirst-

partydatawillcontinuetobeanimperativeforadvertisers.

Marketersmustcontinuetoembraceamulti-IDapproachthatincludescookiesalongwithotheridentitiestoensurethat

consumerscanreceivethepersonalizedbrandexperiencestheyhavecometoexpect.

Notably,brandadvertisingremainsatopareaofmedia

investmentasmarketerslooktosustainfull-funnelstrategies,switchingspotswithmeasurement&attributioninthetop3fromourlastsurvey.

aomediaocean

Givencurrentmacroeconomicconditions,whichadvertisingcapabilitiesandmediainvestmentsaremostcritical?

Source:Mediaocean2024H2MarketReport

Methodology:Surveyof1,200+marketingprofessionalsconductedthroughTechValidateinJuly2024

10©2024Mediaoceanaomediaocean

Insight

#5

Measurement

capabilitiescritical

foradverification

Weaddedanewquestiontoourmostrecentsurveytobetter

understandtrendsintheadverificationspace.Thiswaslargelyaresponsetotheacuteattentionbeingpaidtomadeforadvertising(MFA)sitesindigitalmediaandtheannouncementthatOracle

wasexitingtheadspaceanddiscontinuingMoat.Whataspectsofverificationaremostimportanttomarketerswhenselecting

partnersandevaluatingROI?

ThetopchoicewasmeasurementwithMediaRatingCouncil

(MRC)-accreditationandrobustreporting.It’sclearmarketersrely

onthetrustedsealofapprovalfromtheMRCandsolutionsthat

addressCTVimpressions,desktopandmobileviewability,and

SIVT(sophisticatedinvalidtraffic)metrics.Combinedwithdesktop,mobiledisplay,andvideoadservingimpressionsreporting,the

capabilityprovidesmarketersafullomnichannelviewoftheirmediainvestment.Furthermore,robustreportingisamust-havetoensureactionableinsightsareprovidedformaximumimpact—beyondjusttheblindblockingoftrafficorcreditingofimpressionsthatdidnot

meetcriteria.

Advertisersrankedactionability(theabilitytousedataforreal-timedecisioning)asthesecondmostimportantvariable.Thisiscrucial

foradverificationbecauseitallowsadvertiserstobeproactive

withtheirmediaandapplyinsightstocampaignsforperformanceoptimization.Comprehensivechannelcoverage(walledgardens,

openweb,CTV,etc.)wasthethird-mostpopularanswer,followedbyintegrationsandcost.Thereareadditionaladvantagestobe

gainedformarketerswithverificationsolutionsthatareembeddedintoadserversforstreamlinedworkflow.

11©2024Mediaocean

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Whataspectofadverificationismostcriticalwhen

selectingpartnersandevaluatingreturnoninvestment?

Cost:lowincrementalfeesontopofmedia

Measurement:

MRC-accredidation

androbustreporting

Integrations:

connectivitytomediabuyingapplications

Actionability:abilitytousedatafor

real-timedecisioning

Comprehensive

channelcoverage:

walledgardens,openweb,CTV

Source:Mediaocean2024H2MarketReport

Methodology:Surveyof1,200+marketingprofessionalsconductedthroughTechValidateinJuly2024

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Conclusion

Aswemovedeeperinto2024andlooktowards2025,theadvertisingindustryisinastate

oftransformation,underscoredbysustained

optimismandrapidtechnologicaladvancements.

Theincreaseinadspendingreflectsamarket

that’skeenlyattunedtogrowthdriversandthe

abilityformediatomovetheneedleoncorporateobjectives.Socialmedia,digitaldisplay/video,andConnectedTV(CTV)remainthefastestgrowingchannelsand,acrosstheboard,advertisersare

maintainingtheirelevatedbudgetsfromthebeginningoftheyear.

Fromaconsumerperspective,thesignificant

growthinCTV,highlightedbymajorstreaming

dealsandexpansions,underscoresitsemergenceasapivotalplatformintheadvertising

domain.Thisshifttowardsstreamingandthe

correspondingincreaseinad-supportedtier

subscriptionssuggestfurtheraccelerationfortheremainderoftheyearandbeyond.

Paralleltothesetrends,theroleofAIin

advertisinghasbecomeincreasinglypronounced,withdataanalysisandmarketresearchleadingthecharge.ThegrowingintegrationofAIacrossvariousfacetsofadvertising—fromcreative

productiontocampaignanalytics—signalsashifttowardsmoreefficient,targeted,andimpactful

advertisingstrategies.

Moreover,theriseoffirst-partydatamastery

illustratesarenewedfocusonidentityresolutioninaworldwith-and-withoutcookies.Despite

12©2024Mediaocean

recentshiftsinpolicy,thefocusondevelopingrobust,multi-IDsolutionshighlightsaproactiveapproachtonavigatingprivacyconcernsanddatareliability.

Withunprecedenteddevelopmentsintheadverificationspace,marketersarecompelledtoreassessandprioritizetheirpartnerneeds.TheroleofMRC-accreditedsolutionshasbecome

increasinglycrucialtomaintainhighstandardsofaddelivery.

Theadvertisingindustrystandsonthecuspofatransformativephase,drivenbytechnologicalinnovation,strategicadaptationtoconsumertr