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December2023THE2024INDUSTRYPULSE
REPORTU.S.EDITIONSTUDY
DESIGN
ANDOBJECTIVESTHE2024INDUSTRY
PULSE
REPORTIntegral
Ad
Science(IAS)partneredwithYouGov
to
survey
U.S.FIELDDATESeptember2023digitalmediaexpertsfrom
boththebuy-
andsell-sidestounderstandtheirperspectivesonmediachallengeslyingaheadandopportunitiestheywillseekto
harnessin2024.PARTICIPATIONN=262
U.S.digitalmediaexpertswhouseprogrammaticInthisannualreport,
we
highlightthekey
trendsthatareexpectedto
shapethedigitaladvertisingindustryinthenextyear,
alongsideanobservationalstudyof
IAS
datato
showcasehowmediaqualitydrivessuperiorresults.advertising■■■■Ad
Tech
(n=53)Brands(n=75)Agencies(n=78)Publishers(n=56)THE2024INDUSTRY
PULSEREPORT
|2INTRODUCTIONAstheyearwindsdownandtheindustryreflects
onthepastyear,
IAS
conducteditsannualIndustryPulseReport
todeepdiveintothetrendsandtechnologiesthatwillshape2024.
Lookingbackon2023,theyearstartedoutwithstrongmacroeconomicheadwindsandareturn
to
pre-pandemiclevelsof
digitalmediaconsumptionandadspendgrowth.
As2023comesto
anend,theindustryhasreboundedandisslatedto
endonahighnote,withaforecasted3.8%
growth
inoverall
U.S.mediaadspend.1WHAT’S
NEXTIN2024?Industryexpertsare
followingconsumerbehaviorto
prepare
for
next
year.
Marketers
planto
investin
well-establishedenvironmentsthatare
rife
withinnovativepotential,like
socialmediaanddigitalvideo,whilealsobuildingouttheiradvertisingstrategiesto
includeemergingadgiants,suchasretail
medianetworks.2024alsobringstwohigh-trafficmediaeventsintothemix—theSummerOlympicsandapresidentialelection.Itwillbecriticalfor
marketers
to
considerhowtheseeventsmayimpactrisks
to
mediaqualityandprotect
theircampaignsaccordingly.
Investinginmediaqualityandprioritizingbrandsafetycanbekey
ways
for
marketers
to
protect
adcampaignsfrom
theuncertaintiesthatthesemassiveeventsmaybringto
thedigitalmedialandscape.THE2024INDUSTRY
PULSEREPORT
|3TABLE
OF
CONTENTS01
02
03
04
052024INDUSTRYPRIORITIESPROPRIETARYPLATFORMSDIGITALVIDEO&
CTVDIGITALAUDIORETAILMEDIA06
07
08
09
10MEDIA
QUALITYPRIORITIESRESPONSIBLEMEDIAKEYTAKEAWAYSABOUTIASAPPENDIXTHE2024INDUSTRY
PULSEREPORT
|4012024INDUSTRYPRIORITIESIndustryexperts
weighinontheirmediaprioritiesandthechallengesandopportunitiesahead5TOPMEDIA
PRIORITIES
IN202467%37%29%26%SOCIAL
MEDIASOCIAL
MEDIATopping
theranks
of
priorities,mediaexpertsforesee
bothchallengesandinnovativepotentialfor
socialmediain2024astimespentwithsocialmediareachesaplateau.2DIGITAL
VIDEO*DIGITAL
VIDEONearlyfour-in-10
mediaexpertsplanto
prioritizedigitalvideoandCTV
asconsumptionof
theformatcontinuesto
grow,
partlyduetothepopulardigitalenvironments,like
socialmedia,supportingvideomore
thaneverbefore.DIGITAL
DISPLAYMOBILEDIGITAL
DISPLAY
ANDMOBILEDigitaldisplayandmobileremainkey
prioritiesfor
more
thanoneinfour
mediaexpertsasthesewell-establishedenvironmentscontinueto
deliverreachandscale.Q.
Whichof
thefollowingdevices,environments,orformatswillbeatoppriorityfor
yourorganizationinthenext12months?(selectupto
three)
*includesCTVTHE2024INDUSTRY
PULSEREPORT
|6TOP
ANTICIPATED
MEDIA
CHALLENGES:BUY-SIDE
&
AD
TECH*Ads
deliveringalongsideriskycontentor28%misinformationContextualconcernsrank
amongthetopDecreasedaccessto27%predicteddigitalmediachallengesin2024forbuyers
andtechvendors,withadsdeliveredalongsiderisky
contentasthetopconcern.Mediaexpertsare
almostequallyconcernedaboutdecreasingaccessto
consumerdataandcookiesaswellasassessingcampaignresults.consumerdata/cookiesAssessmentofcampaignresults26%Difficultyorconfusionbuying/sellingprogrammaticmedia24%Contextualtargeting21%Whileviewabilityisstillachallengefor
nearlyone-in-fivemediaexperts,itslowerpositionrelativeto
otherconcernsspeaksto
theincreasingsophisticationof
mediaqualitymeasurement.Advertisingadjacenttopoliticalcontentorelectioncoverage21%Ad
fraud20%Poorviewabilitylevels19%Q.
Whichof
thefollowingwillbemajordigitalmediachallengesfor
yourorganizationinthenext12months?(Selectupto
three)*IncludesbrandsandagenciesTHE2024INDUSTRY
PULSEREPORT
|7TOP
ANTICIPATED
MEDIA
CHALLENGES:PUBLISHERSAds
deliveringalongsideriskycontentorfake
news29%29%Thesell-sideisalignedwithbuyers
andtechvendorsonadjacencyto
risky
contentormisinformationasthetopmediachallenge.
ThisMaximizingyieldchallengelikelystandsoutfor
bothgroupsduetoriskof
inaccurateorrisky
contentsurroundingthe2024presidentialelection.Decreasedaccesstoconsumerdata/cookies27%Monetizingwith/withoutsocialplatforms24%Nearlythree-in-10publishersalsoidentifymaximizingyieldasatopchallenge,highlightingtheimportanceof
resultsthatcouldbethreatenedbyadsdeliveredalongsiderisky
content.
Inaddition,similarlyto
buyers
andadtech,more
thanone-in-fourpublishersanticipatechallengeswithdecreasedaccessto
consumerdata.ContextualtargetingPoorviewabilitylevels22%20%Advertisingadjacenttopoliticalcontent19%Providingscaledaudienceextension19%Q.
Whichof
thefollowingwillbemajordigitalmediachallengesfor
yourorganizationinthenext12months?(Selectupto
three)THE2024INDUSTRY
PULSEREPORT
|8CHALLENGESBY
MEDIA
TYPE47%Mediaexpertsthinksocialmediaanddigitalvideowillface
seriouschallengesin2024—thesamemediatypesthattheywillbeprioritizing.38%Transparency
andconsumertrustwillbecriticalfor
marketers
to
tapintowhilemediaqualityrisksmayriseindigitalvideoasinventorygrows.24%23%23%20%20%Nearlyone-in-fourmediaexpertsagreethat
retailmedianetworks
mayface
growing
painsasindustryexpertsnavigatemediaqualitymeasurement,contextualtargeting,andprivacyconcernsinthisincreasinglyimportantformat.3Socialmedia
Digitalvideo*Linear
TVDigitaldisplay/imageRetailmedia
DigitalaudionetworksMobileQ.
Inyouropinion,whichof
thefollowingmediatypeswillfaceseriouschallengesacrossthemediaindustryinthenext12months?(Selectupto
three)*includesCTVTHE2024INDUSTRY
PULSEREPORT
|9POTENTIAL
FOR
INNOVATION
BY
MEDIA
TYPE50%Althoughmediaexpertsexpectsocialmediaanddigitalvideoto
face
challenges,theyalsoanticipate41%theseformats
to
experiencethemostinnovation.35%Socialmediamayseeinnovationsurroundinghigh-trafficfeatures,like
socialshoppingandsocialsearch.428%23%18%EnhancementsindigitalvideoandCTV,
like
theriseof
machine-learningmultimediaclassificationtechnology,willlikelyshapeinnovationinthesespaces.Socialmedia
Digitalvideo*MobileGamingDigitaldisplaySearchQ.
Inyouropinion,whichof
thefollowingmediatypesholdthemostpotentialfor
innovationandopportunityacrossthemediaindustryinthenext12months?(Selectupto
three)*includesCTVTHE2024INDUSTRY
PULSEREPORT
|
1002PROPRIETARYPLATFORMSAsengagementinproprietaryplatforms
plateaus,mediaexpertsweighinonqualityassuranceandopportunitiesfor
growth11THEEVOLVING
LANDSCAPE
OF
SOCIAL
MEDIASocialmediaisanadvertisingessential,with
91%ofmediaexpertsplanningto
monetizecontentanddriveROI
from
socialplatforms.Theformat,however,
maybeshiftingtoward
engagementsaturation.In2023,averagetimespentonsocialnetworks
plateauedatabout107
minutesperday,2andGenZcaughtupto
Millennialsinsocialmedianetworkuse.5AVERAGE
TIMESPENT
PERD
AY
ONSOCIALNETWORKS
BYU.S.ADULTUSERS,2019-20252108.6108.1107.4105.2100.695.982.5Withoutthecontinuedpromiseof
growth
intimespentornewusers,marketers
are
turningto
videoads,socialshopping,andprioritizingmediaqualityto
capture
csocialadcampaigns.2019202020212022202320242025THE2024INDUSTRY
PULSEREPORT
|
12INSUFFICIENT
TRANSPARENCY
ANDCONSUMER
TRUSTWILL
NEGATIVELY
IMPACT
AD
SPENDTRANSPARENCYTRUST6668%%of
mediaexpertssaythatinsufficienttransparencyintomediaqualitymetricswithinproprietary
platforms
willnegativelyimpactmediaspendof
mediaexpertssaythaterodingconsumertrustinmajorproprietary
platforms
willnegativelytheirimpactmediaspendQ.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
13MEDIA
QUALITY
IS
KEY
TO
HEALTHY
SOCIAL
CAMPAIGNS
—AND
THE2024ELECTION
MAY
INCREASE
RISKVIEWABILITYATTENTIONELECTIONBRAND
RISK82%77%69%of
mediaexpertsbelievethatmeasurproprietary
platformadswillbeimportantto
evaluatecampaignsof
mediaexpertssaytherewillbeincreasedriskof
adadjacencytofake
newsandmisinformationleadingupto
the2024electionof
mediaexpertsbelievethatviewabilityisanimportantmetricwhenassessingsocialcampaignsQ.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
14MEDIA
EXPERTS
FORESEE
GROWTH
INSOCIALSHOPPING
ANDVIDEOSHOPPINGVIDEO86%83of
mediaexpertsagreetheacceleratedconsumptionofsocialvideowillcontinuetodrive%programmaticvideoadspendof
mediaexpertsagreesocialshoppingtrafficwillcontinueto
increaseSocialvideoviewingisexpectedto
accountfor
59%of
socialnetworkactivitiesin2024.7
Plus,morethanfour-in-five
mediaexpertsagreethatsocialvideoconsumptionwillcontinueto
driveSocialshoppingisontherise,withanexpected24%year-over-year
growth
in2024,6
representinganadvertisingopportunityinanenvironmentwhereconsumersare
increasinglyprimedto
purchase.programmaticadspendin2024.Q.Thinkingaboutin-feedsocialmediainthenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatements:Thinkingaboutdigitalvideo(excludingCTV)
inthenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatements:THE2024INDUSTRY
PULSEREPORT
|
1503DIGITAL
VIDEO&
CTVAsdigitalvideoandCTV
viewers,adinventory,
andadspendcontinuetorise,mediaexperts
discusspotentialchallengesto
mediaquality16VIDEO
AD
SPENDIS
SHIFTING8479%Mediaexpertsagreethataddollarswillcontinuetofollowtheconsumertoward
CTV
andvideoformats.WhileCTV’s
explosivegrowth
islevelingout,
timespentwithdigitalvideoonCTV
willriseanexpected7.4%
in2024.
Meanwhile,linear
TV
consumptionandadspendwillcontinueto
decline.8of
mediaexpertsagreetheshiftinadspendfromlinear
TV
to
CTV
willaccelerateDigitalvideoconsumptioncontinuesto
risewith4.9%growth
expectedin2024asprogrammaticadspendingisprimedto
bedrivenby
video.9of
mediaexpertsagreetheshiftinadspendfrom
programmaticdisplayto
programmaticvideowillaccelerate%Q.Thinkingaboutdigitalvideo(excludingCTV)
inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;ThinkingaboutCTV
inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
17AS
DIGITAL
VIDEO
ANDCTV
INVENTORYGROWS,
SOWILL
RISKS
TO
MEDIA
QUALITYAd
fraud
andbrandriskchallengesinparticularare
becomingincreasinglyindistinguishablebetweendigitalvideoandCTV.DIGITAL
VIDEOCTV82
75%%of
mediaexpertsagreeadfraud
willbeagreaterconcernasthevolumeofdigitalvideoandCTVinventoryincreasesA
sizablemajorityof
mediaexpertsseeincreasedadfraud
andbrandriskasgreaterconcernsfor
digitalvideoandCTV
formats
asinventorygrows.DIGITAL
VIDEOCTV75%73of
mediaexpertsagreebrandriskwillbeagreaterconcernasthevolumeof
digitalvideoandCTV
inventoryincreases%Q.
.
Thinkingaboutdigitalvideo(excludingCTV)
inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatements;ThinkingaboutCTV
inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
18CTV
WILL
FAC
EUNIQUECHALLENGES848078%of
mediaexpertsagreeCTV
adsare
vulnerableto
particularlylowrates
of
viewabilityCTV
adswillface
challengesasmediaexpertsagreethattheformatisvulnerableto
lowviewabilityrates.
In2024,
marketers
willlikely
lookfor
measurementthattracks
ifadsare
servedwhilea
TV
isturnedoff.of
mediaexpertsagreehighCPMsfor
CTV
willbeabarrierfor
investment%Ad-free
subscriptionvideoviewinghasalsochallengedthesupplyandscaleof
CTV
adsandincreasedCPMs.However,
thesesupply-relatedchallengesmaybealleviatedby
recent
increasedviewershipof
ad-supportedstreamingservices.10of
mediaexpertsagreeCTVsupplyandscalewillbeamajorchallengefor
advertisers%Q.ThinkingaboutCTV
inthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
19CUTTING-EDGE
MEASUREMENT
TECHNOLOGY
WILL
BEKEYTO
ENSURINGQUALITY
ONDIGITAL
VIDEO&
CTVATTENTIONMACHINE
LEARNINGAD
FREQUENCY85%84%77%TECHNOLOGYof
mediaexpertssaymachinelearningthatcanclassifymultimediacontentwillbeimportantto
ensurebrandsafetyindigitalvideo*
adsof
mediaexpertssayitwillbecriticalfor
verificationplatformstohelpadvertisersavoidCTV
adfrequencyoverloadof
mediaexpertssaymeasuring*
willbeimportantto
evaluatingcampaignperformanceQ.Thinkingaboutdigitalvideo(excludingCTV)
inthenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatements;ThinkingaboutCTV
inthenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatements;*excludesCTVTHE2024INDUSTRY
PULSEREPORT
|
2004DIGITALAUDIOMediaexperts
weighinontheexpansionof
digitalaudioanditsimpactsonmediaquality21DIGITAL
AUDIO
AD
SPENDRAMPS
UP8178%%of
mediaexpertssayadvertiserinvestmentindigitalaudiowillexpandto
matchadoptionratesamongconsumersFollowinglisteners’habits,digitalaudioadspendisexpectedto
rise10.5%year-over-year
in2024to
surpass$7.4
billion.11More
thanthree-in-fourmediaexpertsanticipatethatadsupporteddigitalaudiostreamingwillgrow
inpopularityamongconsumers,andnearlyseven-in-10expectaudiolistenersto
continuetoshiftfrom
terrestrialradioto
digitalalternatives.of
mediaexpertssayadsupporteddigitalaudiostreamingwillgrow
inpopularityamongconsumers69%of
mediaexpertssayaudiomedialistenerswillcontinuetoshiftfrom
terrestrialradiotodigitalalternativesQ.
Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
22MEDIA
QUALITY
MEASUREMENT
WILL
BECRITICAL
TOEVALUATE
ANDPROTECT
DIGITAL
AUDIO
AD
CAMPAIGNSATTENTIONAD
FRAUDBRAND
RISK90%79%72%of
mediaexpertssaymeasuringof
mediaexpertssayadfraud
willbeagreaterconcernasthevolumeof
digitalaudioinventorygrowsof
mediaexpertssaybrandriskarounddigitalaudiostreamingcontentwillincreaseasadditionalinventorybecomesavailableimportantto
evaluatecampaignperformanceQ.
Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
23INNOVATIVE
MEASUREMENTTECHNOLOGIES
WILL
BEESSENTIALFOR
DIGITAL
AUDIO74%of
mediaexpertssaythirdpartyverificationwillbeimportanttoensurethequalityof
digitalaudiostreaminginventoryNearlythree-in-fourmediaexpertsagreethatthird
partyverificationwillbeimportantto
ensurethequalityofdigitalaudiostreaminginventory.Expandingmeasurementtechnologyto
improve
digitalaudiocapabilitieswillbekey
—infact,
more
thanseven-in-10industryexpertsreport
aneedfor
media73%of
mediaexpertssayitwillbeimportantto
improve
upondigitalaudioverificationcapabilitiesto
ensurethemeasurement
ofcontentdeliveredviadownloadqualityindownloadedcontent.Q.
Thinkingaboutdigitalaudiointhenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|2405RETAILMEDIAMediaexperts
weighinonmediaqualityrisks,
privacy,
andcontextualtargeting
inthisemergingenvironment25RETAIL
MEDIA
ADVERTISING
IS
SLATED
FORGROWTHRetail
mediaadvertisinghasseenexplosivegrowthinthepastfew
years,
withadspendexpectedtosurpass$55billionin2024.12RETAIL
MEDIA
ADSPENDINGU.S.,2023-20271512510075106.12Retail
media’s
growth
hasnotcomewithoutchallenges,however,
suchaslackofstandardization,13consumerprivacy,
andaneedforincreasedtransparencyaroundadperformanceandmediaquality.1450%40%30%20%10%0%84.9768.1455.1345.15502524.9%24.7%23.2%22.5%19.7%020232024202520262027Billions%ChangeTHE2024INDUSTRY
PULSEREPORT
|
26Mediaexpertsontheimportanceof
mediaqualitymeasurementswhenassessingretail
mediacampaigns:VIEWABILITYAD
FRAUD84%
78%MEDIA
QUALITYASSURANCE
WILL
BECRITICAL
TO
RETAILMEDIA
CAMPAIGNSUCCESSATTENTIONBRAND
RISK73%
40%THE2024INDUSTRY
PULSEREPORT
|
27Q.Thinkingaboutretailmedianetworksinthenext12months,pleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsCONTEXTUAL
TARGETING
CAN
HELP
MARKETERS
REACHCAMPAIGN
GOALS
WITHOUT
INFRINGINGONCONSUMERPRI
VACY
INRETAIL
MEDIA
NETWORKSPRIVACYCONCERNSTRANSPARENCYCONTEXTUAL
TARGETING73%68%59%of
mediaexpertssayprivacyconcernswillcontinueto
limitconsumertargetingonretailmedianetworksof
mediaexpertssayretail
medianetworks
willhaveto
adoptprivacypracticesliketransparencyto
maintainconsumertrustof
mediaexpertssaycontextualtargetingwillbecriticalto
achievecampaignKPIsonretail
medianetworks
withoutinfringingonconsumerprivacyQ.Thinkingaboutretailmedianetworksinthenext12months,pleaseindicatewhetheryou
agreeordisagreewiththefollowingstatementsTHE2024INDUSTRY
PULSEREPORT
|
2806PRIORITIZINGMEDIA
QUALITYIndustryexperts
weighinontheimportanceof
mediaqualityanddrivingsuperiorresults29INDUSTRY
EXPERTS’
TO
P
MEDIA
QUALITY
PRIORITIES
IN2024*83%80%79%79%VIEWABILITYVIEWABILITYViewabilityisthetoppriorityfor
mediaexperts,including89%of
adtechrespondentsand85%of
brands.BRAND
RISKMITIGATIONBRAND
RISK
MITIGATIONBrandriskmitigationcontinuesto
beakey
priority,
especiallyfor
brands,with80%prioritizingthisinitiative.ATTENTIONDrivingandmeasurensuresuccessfulcampaigns,with84%of
agenciespriorATTENTIONCONTEXTUAL
TARGETINGContextualtargetingremainsapriorityfor
cissuesandcookiedeprecationwhiletargetingaudiencesatscale.CONTEXTUALTARGETINGQ.
Overthenext12months,whatlevelof
prioritywillyourorganizationgiveto
thefollowingmediaqualityinitiativeswhenbuyingorsellingdigitaladvertising?*See
Appendix
Table
1for
fulldatabreakoutsby
companytypeTHE2024INDUSTRY
PULSEREPORT
|
30VOICE
OF
MEDIA
EXPERTS
ON…““TARGETING“TRANSPARENCYATTENTION“We
are
tryingto
increaseouradsuccessby
curating[the]environmentswe
placeouradsintotry
to
showadsto
relevantprospects.”“Transparent
adspendisagreatidea.Ithelpsto
beextremelyconfidentinhighpressureevaluations.”"It’s
importantasabrandto
beauthenticandinteresting,while
beingableto
holdanaudience’C-LEVEL,
BRANDC-LEVEL,
PUBLISHERDIRECTOR,
BRANDTHE2024INDUSTRY
PULSEREPORT
|
31VIEWABILITY
DRIVES
CONVERSIONSOBSERVATIONAL
STUDYInanobservationalstudyof
IAS
Total
VisibilityTM
impressions,in-viewadsupliftedconversionsby
247%.0.20%0.20%SAMPLEIAS
Total
VisibilityTMimpressionsfrom
Q32023247%Lift
inconversionsforin-viewadsversus
thosethatwere
notinview0.15%0.10%0.05%0.00%APPROACHIAS
comparedconversionsandROIacrossviewableandnotviewable0.06%impressionsNotin-viewIn-viewTHE2024INDUSTRY
PULSEREPORT
|
32VIEWABILITY
DRIVES
CONVERSIONSOBSERVATIONAL
STUDYInthesameobservationalstudyof
IAS
Total
VisibilityTM
impressions,viewabilityresultedina181%lift
inROI,
oranadditional$4.57
return
onevery
dollarspent.181%Lift
inROI
for
in-viewadsversus
thosethatwerenotinview$8.00SAMPLEIAS
Total
VisibilityTMimpressionsfrom
Q3$7.09$6.00$4.00$2.00$0.002023APPROACHIAS
comparedconversionsandROIacrossviewableandnotviewable$4.57Return
onevery
dollarspentfor
in-viewadsversus
thosethatwere
notinview$2.52impressionsNotin-viewIn-viewTHE2024INDUSTRY
PULSEREPORT
|
33ENVIRONMENTS
MEDIAEXPERTS
PERCEIVE
AS
MOSTVULNERABLE
TO
BRAND
RISK542523%%SOCIAL
MEDIAMediaexpertsare
planningto
prioritizesocialmediain2024,
buttheyalsoperceiveitastheenvironmentmostvulnerableto
brandrisk.MOBILE%Mobile,digitaldisplay,
andsearchenvironmentsare
alsoperceivedasespeciallyvulnerabletobrandrisk—butsocialmediamore
thandoublesallotherchannelsinthiscategory.DIGITAL
DISPLAYSEARCH22%THE2024INDUSTRY
PULSEREPORT
|34Q.
Whichof
thefollowingmediatypeswillbemostvulnerableto
brandrisk
inthenext12months?(Selectupto
three)BRAND
RISKACCOUNTABILITYWHOSHOULDBEINCONTROLOFBRAND
RISK
MITIGATION
EFFORTS?Mediaexperts’perceptionof
brandriskaccountabilityremainssharedacrossthesupplychain.Brandsandagenciesare
seenasmostresponsiblefor
mitigatingbrandrisk,withpublishersandverificationproviders
trailingclosebehind.37%2023202435%34%
34%31%30%29%28%26%Marketers
canensurebrandsafetyandsuitabilitywithmeasurementandoptimizationsolutions,like
IAS’s
Context
Control
Avoidanceand
Targeting
products.24%24%24%22%21%BrandsAgenciesPublishersVerificationtechnologyprovidersDemandside
Internetservice
Supplysideplatforms
providers
platformsQ.Thinkingaheadto
2024,whoshouldbeincontrolof
brandriskmitigationeffortsacrossthedigitaladvertisingindustry?THE2024INDUSTRY
PULSEREPORT
|
35ENVIRONMENTS
MEDIAEXPERTS
PERCEIVE
AS
MOSTVULNERABLE
TO
AD
FRAUD6029%SOCIAL
MEDIASocialmediaalsostoodoutastheenvironmentmostvulnerableto
adfraud,
withallotherenvironments,includingdigitaldisplay,
mobile,anddigitalvideo,followingfar
behind.DIGITAL
DISPLAYMOBILE%22%22%DIGITAL
VIDEOTHE2024INDUSTRY
PULSEREPORT
|
36Q.
Whichof
thefollowingmediatypeswillbemostvulnerableto
adfraudinthenext12months?(Selectupto
three)AD
FRAUDACCOUNTABILITYWHOSHOULDBEINCONTROLOF
ADFRAUD
MITIGATION
EFFORTS?40%Mediaexperts’perceptionof
adfraud38%accountabilityisshiftingtoward
verificationproviders
andbrandsasthemostresponsible.2023202434%32%32%Agenciesinparticularhaveseenan11-pointdecreaseyear-over-year
inperceivedaccountability,placingthemastheleastresponsiblegroupfor
mitigatingadfraud.29%
29%27%26%26%24%23%21%21%VerificationtechnologyprovidersBrandsPublishersInternetservice
Supplysideproviders
platformsDemandsideplatformsAgenciesQ.Thinkingaheadto
2024,whoshouldbeincontrolof
abdr
afnrda
urdiskmmitigtiagtai
otino
ne
ffe
ffo
rotrst
sacarcorsoss
sthteh
ed
idgiigtaitlaal
davdevretristisnign
ginidnudsutsrtyr?y?THE2024INDUSTRY
PULSEREPORT
|
3707INVESTING
INRESPONSIBLEMEDIAMediaexperts
ontheimportanceofresponsiblemediainvestmentsandits
roleinconsumertrust38MARKETERS
ARE
INVESTING
ININTERNET
SAFETY
WITH
RESPONSIBLEMEDIA
ASSURANCEItwillbeincreasinglyimportantfor
adsto
be74of
mediaexpertssaytheywillprioritizeresponsiblemediainvestmentwhenbuyingorsellingdigitaladvertisingoverthenext
12months%55of
mediaexpertssayadvertiserswillneedto
beresponsiblefor
ensuringthattheiraddollarssupportresponsiblemedia%placedalongsidemediathatpromotesenvironmentalsustainability,diversityandinclusioninitiatives,trustworthyjournalism,andotherresponsiblemediacontent.Publishers(81%)andadtech(81%)are
mostbullishaboutprioritizingresponsiblemediainvestmentin2024.*Q.
Selectallthatapply;Overthenext12months,whatlevelof
prioritywillyourorganizationgiveto
thefollowingmediaqualityinitiativeswhenbuyingorsellingdigitaladvertising?Thinkingahead
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