Omnichannel advertising and multi-ID approaches drive industry momentum

Mediaocean has released its 2024 H2 Market Report, marking the sixth edition of its bi-annual series. This report, based on insights from over 1,200 marketing professionals, highlights key trends and shifts in the advertising landscape as we move through the second half of the year. It underscores the rise of Connected TV (CTV) and the growing emphasis on performance-driven media amid evolving macroeconomic conditions.

1. Key Consumer Trends:

• Rise of CTV: CTV has emerged as the top consumer trend, surpassing AI. More households are moving away from traditional TV to affordable, ad-supported streaming options.
• Impact on Advertising: Increased opportunities for advertisers as viewers favor these streaming options.

2. Shift to Performance-Driven Media:

• Focus on Accountability: Advertisers are increasingly prioritizing channels that deliver measurable outcomes, reflecting a broader industry focus on return on investment.
• Investment Trends: Performance-driven media is now a central focus, with growing investments in channels that offer tangible business results.

3. AI and Automation in Ad Tech:

• Practical Applications: Marketers are moving beyond the hype of AI to implement practical solutions, including data analysis, copywriting, and image generation.
• Generative AI Use Cases: Data analysis remains the top use case, with increasing interest in AI-driven automation solutions.

4. Acceleration of First-Party Data Strategies:

• Privacy and Cookies: As consumer privacy concerns grow and third-party cookies phase out, brands are prioritizing first-party data strategies.
• Multi-ID Advertising: A significant increase in the use of multi-ID advertising reflects this shift.

5. Omnichannel Advertising:

• Increased Spending: Advertisers are expected to continue investing across multiple channels, with significant gains in paid social, search, and CTV.

6. Industry Sector Breakdown:

• Detailed Insights: The report includes sector-specific insights for Automotive, CPG, DTC, Education, Entertainment, Financial Services, QSR, Retail, Technology, Telecommunications, and Travel.

The Mediaocean 2024 H2 Market Report reveals transformative shifts in the advertising industry, driven by the rise of CTV, the focus on performance-driven media, and advancements in AI and automation. As brands adapt to these trends, understanding and leveraging these insights will be crucial for navigating the complex advertising landscape through the rest of 2024.

Upcoming Webinar

• Date: August 28, 2024
• Features: W Media analyst Karsten Weide and Deborah Wahl, Forbes CMO Hall of Fame member and Mediaocean Board member, will provide an in-depth analysis of the report findings.