2024年广告业展望.pdf

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1、2024 Advertising Outlook ReportKey insights on marketing trends that will impact the coming year,with data gathered from 1,000+leading marketing industry professionals.January 20242 2024 MediaoceanIntroduction.3Foreword by Joanna OConnell.4Insight#1:Macro ad spend trends reflect industry optimism.6I

2、nsight#2:Focus on AI comes at expense of Metaverse.7Insight#3:Current applications of AI focus on research and analytics over content generation .9Insight#4:Brand advertising investment continues to accelerate.10Insight#5:The creative-media gap persists.12Conclusion and Methodology.13About Mediaocea

3、n and Flashtalking.14Table of contents3 2024 MediaoceanThank you for reading Mediaoceans 2024 Advertising Outlook Report.These insights reflect input from more than 1,000 customers and partners,focused on key consumer and technology trends along with 2024 projected media investments.We primarily sur

4、veyed marketers and agencies,but also included perspectives from media companies,measurement firms,tech platforms,and other industry cohorts.This is the fifth in our series of biannual market reports,with the first published at the end of 2021.The most recent data points used in this research are ba

5、sed on surveys conducted in November 2023.Introduction4 2024 MediaoceanWe continue to weather uncertain storms as a global community,but there is light.While geopolitical strife and conflict continue to cast massive shadows,the COVID-19 pandemic has waned and the economic picture around the world sh

6、ows signs of potential stabilization.So,is cautious optimism warranted?Certainly,we see confidence reflected in respondents media investment expectations:they report plans to increase funding in a whole range of digital media channels with CTV,digital display/video,social,and search as standouts.Not

7、ably,this optimistic view is not newthe last three years of survey data reflect a very similar pattern.Why?For my part,I think several things are at play but fundamentally,to work in this business is to BELIEVE in this businessadvertisers and agency professionals intrinsically understand the value o

8、f advertising in shaping consumer perception and behavior.Perhaps this is also why we see brand advertising given such weight in respondents minds:now,nearly 50%of them note that investing in brand advertising is critical(topped,importantly,only by performance media and measurement/attribution),a nu

9、mber thats also been on an upward trajectory for several surveys in a row.The overarching story I see reflected in these data points is one worth belaboring a bit as we begin a new year.The media community understands the intrinsic relationship among these things;if we over-rotate to short-term perf

10、ormance-oriented activities,we risk minimizing the longer-term benefits of investing in brand.Foreword by Joanna OConnell5 2024 MediaoceanBut effective measurement is fundamental to making strategic investment decisions,in the day to day and over time.So as global head-and tailwinds ebb and flow,lon

11、g-term thinking is paramount.(I say this also seeing in the data that media and creative remain far too disconnectedthis is a gaping hole,strategically and tactically.)Speaking of optimism,if 2023 will be remembered as the year that we all learned about this newfangled thing called“ChatGPT”,2024 wil

12、l surely be known as the one where the technology truly went mainstream.It took just one year(Nov 2022 to Nov 2023)for the tool to grow from zero to more than 100MM active monthly users.And,according to parent company OpenAI,a staggering 90%+of Fortune 500 companies are building on its products.This

13、 very real shift from theoretical to practical usage of Gen AI is evident in this latest round of data:while the Metaverse was the topic du jour in 2022(34%of respondents called it out as the“most important consumer trend”),in this latest survey that percentage is down to just 16%.Gen AI,by contrast

14、,captured 57%of respondents attention.And while the use cases are near-infinite,respondents are moving cautiously when it comes to business applicationsdata analysis and market research top the list while other seemingly popular use cases like copywriting and image generation,much less so.Given the

15、myriad open issues with Gen AI usecopyright questions,model opacity/transparency concerns,potential bias issues and morethis feels appropriate,at least today.In the absence of clarity,its incumbent upon employers to help guide their employeesthrough clear governance on when,how,and within what set o

16、f guidelinesthey can most effectively and responsibly harness Gen AI applications at work.Foreword(cont.)Joanna OConnellResearch AnalystFor my part,Im approaching this new year with optimism and curiosityfor the exploration well continue to do as an industry,for the new questions well ask,and for th

17、e progress well make to ensure that advertising creates value for everyone it touches.6 2024 MediaoceanIn the dynamic world of advertising,understanding broader trends that dictate ad spend is crucial for informed decision-making.Our research indicates a wave of optimism sweeping across the industry

18、 heading into 2024.Marketers are gearing up for an active year ahead,with a substantial majority expressing their intent to either maintain or increase their spending in every channel.The only channels with more respondents indicating they are decreasing investment compared to increasing are Print a

19、nd TV.Clearly this is a commitment among the advertising community to a diverse mix of media channels,and weve seen a focus on omnichannel execution emerge over the past few years.While every channel holds its own significance,certain platforms are poised for exceptional growth in the coming year.Un

20、surprisingly,social media,digital display/video,and connected TV(CTV)emerge as the frontrunners,seeing a continued surge in investment that mirrors consumer engagement and time spent.In 2024,69%of survey-takers are planning to increase social media spending,65%for digital display/video,and 56%for CT

21、V in 2024.Meanwhile,the number of marketers maintaining their investments in these channels are 28%,30%,and 36%respectively.Macro ad spend trends reflect industry optimismFor each media channel below,do you expect to increase,decrease,or maintain your spend for the coming year?202220232024National T

22、VLocal TVConnected TVPrintRadio/AudioOOH/DOOHDigital Display/VideoSearchSocial PlatformsRetail media14%27%21%20%60%10%24%25%62%48%56%38%32%34%67%69%55%55%48%38%59%58%58%27%28%42%40%63%65%31%32%25%24%5%7%60%56%9%11%13%15%5%34%15%9%4%4%6%3%10%8%6%3%3%5%5%5%14%10%24%22%50%44%8%8%36%33%66%66%34%32%30%65

23、%35%56%61%55%58%51%54%45%49%32%36%55%56%58%59%12%30%MaintainDecreaseIncrease7 2024 MediaoceanFocus on AI comes at expense of Metaverse In our October 2022 survey,when we first asked about the most important consumer trends,34%cited the Metaverse.In April of 2023,we asked the same question and only 2

24、0%answered the Metaverse.As of our recent survey,the Metaverse is down to 16%.Generative AI wasnt an option in our 2022 survey as it was not on anyones radar as a top consumer trend.But it was the most popular answer in our latest survey,with 57%of respondents calling it out.Its clear that the rise

25、of ChatGPT and other apps built on large language models have caught the fancy of marketers and resource allocation has followed.In turn,the focus of companies like Meta that were investing heavily in the Metaverse have shifted to AI.While the survey metrics suggest a declining interest in the Metav

26、erse,new innovations and use cases abound.Mark Zuckerberg and Lex Fridman,for instance,recorded an entire podcast using photorealistic Kodak avatars,showcasing the creative potential of Metaverse technology.For that matter,the Meta Quest 2 remains a powerful platform for VR,while Apples Vision Pro h

27、eadset seamlessly blends the digital and physical realms.As we move forward,lets heed the lessons of our surveys journeya tale of trends,shifts,and the enduring quest for consumer engagement.The metaverse may be down,but its certainly not out.And,as for Gen AI,if 2023 was the year it emerged,2024 wi

28、ll be the year it breaks out.What are the most important consumer trends youre watching for the coming year?Generative AICTV/streamingTikTok/social videoE-commerce everywhereConsumer privacyGamingMetaversePolitical&advocacy trends57%57%53%54%49%48%63%40%35%35%34%47%30%30%32%21%26%20%16%14%15%15%59%M

29、ay 2023October 2022November 2023N/A8 2024 MediaoceanIn a strategic pivot,we adapted our approach to AI questioning,transitioning from potential use cases to the practical,day-to-day applications that businesses and individuals are currently embracing.The results are illuminating,showcasing a shift i

30、n focus that mirrors the evolving landscape of AI utilization.Our previous survey in April 2023 underscored the high expectations surrounding AIs potential in content generation,with 59%and 39%of respondents eyeing copywriting and image generation as key areas.However,reality paints a different pict

31、ure.In the current AI landscape,data analysis and market research have surged to the forefront,claiming 39%and 35%of the spotlight,while copywriting and image generation have experienced a decline,landing at 26%and 16%respectively.The intriguing shift in AI applications,particularly regarding conten

32、t generation,brings us face-to-face with the notorious say/do gap.This gap exposes the disparities between the claims made by developers or providers about the capabilities of AI-generated content and the actual performance and impact of these systemsat least in a marketing context.AI,despite its pr

33、owess,struggles with understanding context and tone,impacting the quality of generated content.Instances of misinterpreted context,inappropriate tone,or cultural insensitivity underscore the limitations for advertising.Further,the output of AI-generated content also lacks the nuanced creativity and

34、emotional depth characteristic of human-created content.Recognizing the challenges posed by the say/do gap,OpenAI has taken a proactive step.Enter custom GPTs,a groundbreaking solution that allows users to tailor these powerful tools to their specific use cases and needs.This strategic move aims to

35、bridge the gap and,over time,eliminate the discrepancies between what is promised and what is delivered in the realm of AI.The journey to bridge the AI divide has begun,and the destination holds the promise of more accurate,context-aware,and creatively rich AI-generated content.Current applications

36、of AI focus on research and analytics over content generation 9 2024 Mediaocean59%53%48%39%37%CopywritingData analysisData analysisMarket researchMarket researchCopywritingImage generationImage generationCustomer serviceSEOSoftware codingCustomer serviceSEOSoftware codingWebsite developmentWebsite d

37、evelopmentOtherClassification taxonomiesOther33%30%28%2%In which areas do you see the biggest potential with Generative AI in marketing?April 2023November 202339%35%26%16%14%15%11%8%8%5%How are you currently using Generative AI in your marketing?10 2024 MediaoceanWhile performance-driven paid media

38、continues to hold its ground as the most critical investment,a focus on brand advertising has steadily intensified over the past three surveys,painting a compelling narrative of shifting priorities.In October 2022,our research showed that 36%of participants considered brand advertising a critical ar

39、ea of investment.By May 2023,this figure had risen to 42%,and in our most recent survey,nearly 50%now view brand advertising as an indispensable component of their advertising capabilities and media investments.This surge in the importance of brand advertising aligns seamlessly with the positive out

40、look highlighted in our earlier insight.As the global economy rebounds post-COVID,brand advertising budgets are experiencing a resurgence,reflecting a renewed confidence in the market.Seasoned marketers understand that investing in the brand isnt just a short-term tactic;its a strategic move for the

41、 long-term health of the business.Across our surveys,participants consistently underscored the pivotal importance of measurement,with 52%expressing a belief that measurement and attribution stand as critical investments for 2024.Moreover,43%of those surveyed are most concerned with the decline in th

42、eir ability to measure the effectiveness of campaigns on tech platforms and the open web.Brand advertising investment continues to accelerateThis signals the continued need for innovative solutions and improvements in advanced analytics,AI-powered attribution models,and omnichannel measurement solut

43、ions.These hold the promise of providing advertisers with the insights needed to bridge the gap between brand impact and tangible results.11 2024 MediaoceanWhat are your largest areas of concern in your media and marketing initiatives?Performance-drive paid mediaMeasurement&attribution capabilitiesB

44、rand advertisingCreative testing&analysisFirst-party data masteryAutomationDemand generationExperimental/innovation budgetsPrivacyIdentity25%26%25%50%47%29%28%28%28%24%24%24%23%23%22%23%22%22%21%21%13%13%16%59%42%41%36%52%52%61%May 2023October 2022November 2023Given current macroeconomic conditions,

45、which advertising capabilities and media investments are most critical?May 2023October 2022November 2023Decline in ability to measure campaign effectiveness on tech platforms and open webLack of preparedness for cookieless future and other data deprecation relating to consumer privacy and walled gar

46、densConsumer ad avoidance/ad blindnessPoor ability to manage reach&frequency across CTV and digital channelsLoss of access to third-party dataTalent retention/acess to expertiseOther9%26%43%42%39%39%37%36%36%36%33%33%32%25%25%2%1%29%29%32%37%12 2024 MediaoceanIn our research,89%of respondents said t

47、hey did not have fully synchronized media and creative processes and technologies.This aligns with a separate September 2023 survey of 100 marketers in which 85%reported a gap between creative and media execution.This“creative-media”gap is caused by our industry over-indexing on media at the expense

48、 of creative,and its impact is enormousespecially in a world where consumers respond to and reward customized experiences.Solving this gap represents the largest growth opportunity for brands.Todays creative-media gap manifests itself in three distinct ways.First,siloed teams,process,and technology,

49、creating inefficiencies with escalating costs and slow go-to-market.Second,repetitive and irrelevant messaging,numbing consumers and reducing their responsiveness.Third,the lack of creative intelligence,creating hurdles in learning what content resonates.Addressing these gaps requires the implementa

50、tion of independent ad tech platforms specifically designed for enhancing creative relevance and activation across diverse digital marketing channels.Essential to this solution are tools dedicated to providing a unified,omnichannel workflow supported by a consistent toolkit.The creative-media gap pe