The start of 2024 has been eventful, with industry-shaping developments and key trends emerging across the advertising and marketing landscape. From debates over AI implementation to the evolving impact of cookie deprecation and the rise of environmental consciousness, the industry has been navigating through various critical issues.
To provide insights into the industry’s response to these pivotal stories, ExchangeWire conducted a comprehensive survey of their readers, comprising a diverse spectrum of professionals, including agency representatives, brand executives, publishers, and technology experts. This report offers an in-depth analysis of the findings obtained from these surveys, presenting a global perspective on the most pressing topics of the year so far.
Key Topics Explored in the Report
- Use of AI Solutions Across the Advertising Industry
- Trending Channels Within the Marketing Mix
- Readiness for the Deprecation of Third-Party Cookies within Chrome and Privacy Sandbox Testing
- Role of Curation in Advertising Strategies
- Measurement and Efforts to Reduce Carbon Emissions and Environmental Impact
- Industry-Wide Efforts to Combat Ad Fraud
- Evolution and Regulation of Social Media
- Marketing Budgets in a Bumper Year of Sports
Top Findings from the Report
- AI Solutions: 85% of industry professionals either use or plan to implement AI solutions, indicating a significant shift towards AI adoption, which could impact search and overall marketing strategies.
- Audio Importance: An overwhelming 82% of respondents emphasised the growing importance of audio across media plans, reflecting the increasing significance of this channel in the overall marketing mix.
- Preparedness for Cookie Deprecation: The majority of ExchangeWire Digest readers expressed readiness for the elimination of third-party cookies, signalling a proactive approach towards adapting to the changing digital landscape.
- Privacy Sandbox Testing: Despite the readiness for cookie deprecation, nearly three-quarters of respondents are not currently testing Privacy Sandbox APIs, suggesting a potential area for further exploration and preparation.
- Curation in Advertising: 71% of respondents actively explore or plan to use curation across their businesses, highlighting a notable industry focus on tailored and curated content experiences.
- Search Engine Evolution: Over two-thirds of industry professionals believe that search engines will be replaced by search functionality within social media platforms, signifying a potential shift in search behaviour and strategies.
- Sports Marketing Budgets: 61% of respondents anticipate an increase in their sports marketing budgets, surpassing the growth in overall advertising budgets, indicating a significant investment in sports-related marketing initiatives.
Source: ExchangeWire Media Pulse: H1 2024
With its rapid growth in ad spending and numerous industry initiatives in the first half of the year, it’s no surprise that CTV is projected to be the top trending ad format through 2024. Most (56%) place it ahead of audio, DOOH/OOH, and video.
Source: ExchangeWire Media Pulse: H1 2024
Despite the buzz around CTV, audio is steadily becoming a staple in media buys. A convincing 82% of respondents consider audio important in their media plans, while only 16% view it as a lower priority for their business. This reiterates the growing relevance of audio in the marketing landscape.
Source: ExchangeWire Media Pulse: H1 2024
The industry’s response to the headline stories of H1 2024 illuminates critical trends and implications for future strategies. This report serves as a comprehensive guide to understanding the evolving advertising and marketing landscape, providing valuable insights for industry professionals and stakeholders.
Stay tuned for the complete analysis of these findings and to explore the potential implications for the years to come.
Download the full version of the report on the ExchangeWire website here.
Source: ExchangeWire Media Pulse: H1 2024
