New Mediaocean Research Shows Performance Media Surge as CTV Overtakes AI in 2024 H2 Marketing Trends

Omnichannel advertising and multi-ID approaches drive industry momentum The report highlights the rise of Connected TV (CTV) as the top consumer trend, effectively overtaking AI, which now holds the second spot. As viewers turn toward more affordable ad-supported options for streaming, even greater opportunities are emerging for advertisers. Additionally, the research indicates a significant shift towards performance-driven paid media, indicating the industry's intensified focus on...

NEW YORK, 21/08/2024 (informazione.news - comunicati stampa - economia)

The report highlights the rise of Connected TV (CTV) as the top consumer trend, effectively overtaking AI, which now holds the second spot. As viewers turn toward more affordable ad-supported options for streaming, even greater opportunities are emerging for advertisers. Additionally, the research indicates a significant shift towards performance-driven paid media, indicating the industry's intensified focus on accountability and return on investment amidst evolving macroeconomic conditions.

"Performance-driven paid media has emerged as the dominant focus for advertisers, reflecting industry-wide 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 use AI and automation to meet consumers in the moment with relevant messaging and orchestrate consistent omnichannel experiences."

Notable findings from the Mediaocean 2024 H2 Market Report include:

The 2024 H2 Market Report illustrates a transformative period for the advertising industry, driven by technological advancements, evolving consumer behaviors, and a sharper focus on performance metrics amid a turbulent market continuing into 2024. These insights serve as a crucial guide for advertisers aiming to navigate the complexities of the modern market. The research also includes breakdowns by various industry vertical sectors, including Automotive, Consumer Packaged Goods (CPG), Direct to Consumer (DTC), Education, Entertainment, Financial Services, Quick Service Restaurant (QSR), Retail, Technology, Telecommunications, and Travel. Visit https://www.mediaocean.com/2024-h2-market-report  to download the complete report.

Mediaocean will host a webinar on August 28 to explore these findings further. This exclusive deep-dive session will feature W Media analyst Karsten Weide and Deborah Wahl, a Forbes CMO Hall of Fame member, former SVP and CMO of General Motors, and current Mediaocean Board of Directors member, who will also join the conversation.

The discussion will center on the impact of macroeconomic conditions on advertising spending, key consumer trends such as CTV, use cases for generative AI, crucial investment priorities, insights into ad verification, and more. Go to https://www.mediaocean.com/mediaocean-current-2024-h2-advertising-research to register for webinar live viewing.

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 control media investments, optimize creative assets, and improve business outcomes. The company's advertising infrastructure and ad tech tools are used by more than 100,000 people globally for everything from planning, buying, ad serving, and creative personalization to campaign analysis, optimization, invoices, and payments. Visit www.mediaocean.com for more information.

Media Contact:
Kendall Allen Rockwell
Broadsheet Communications for Mediaocean
kendall@broadsheetcomms.com