The marketing and advertising landscape saw several changes last year; hence, there were ups and down in ad spending. What trends and technology will shape ad spending this year? IAS and YouGov conducted a study to understand digital media experts’ perspectives on the challenges and opportunities this year.
The last year saw many ups and downs in ad spending owing to various factors, such as the continued scare about the pandemic, the war in Ukraine, and high inflation rates. As we enter the new year, what trends and technology will shape this year? Integral Ad Science (IAS) partnered with YouGov and surveyed digital media experts to understand their perspectives on the opportunities they look to harness and the challenges they expect to face this year.
Digital Audio and Video Are Top Priorities
The study found that digital audio, followed by digital video, are the top priorities for the respondents. While 53% prioritized digital audio, 50% prioritized digital video. About 48% prioritized social media, 47% prioritized mobile ads, and 26% prioritized ads-supported streaming apps on OTT platforms and CTV.
Karthik KashyapJanuary 17, 2023
The marketing and advertising landscape saw several changes last year; hence, there were ups and down in ad spending. What trends and technology will shape ad spending this year? IAS and YouGov conducted a study to understand digital media experts’ perspectives on the challenges and opportunities this year.
The last year saw many ups and downs in ad spending owing to various factors, such as the continued scare about the pandemic, the war in Ukraine, and high inflation rates. As we enter the new year, what trends and technology will shape this year? Integral Ad Science (IAS) partnered with YouGov and surveyed digital media experts to understand their perspectives on the opportunities they look to harness and the challenges they expect to face this year.
The following are a few key takeaways from the study.
Digital Audio and Video Are Top Priorities
The study found that digital audio, followed by digital video, are the top priorities for the respondents. While 53% prioritized digital audio, 50% prioritized digital video. About 48% prioritized social media, 47% prioritized mobile ads, and 26% prioritized ads-supported streaming apps on OTT platforms and CTV.
Decreasing Access to Consumer Data Is the Top Challenge
Regarding inventory buying, the top issue for advertisers is reducing access to consumer data, primarily due to third-party cookie deprecation, privacy legislation, and consumers opting out of in-app data tracking. Another key challenge is ads being delivered alongside misleading or risky content. Eroding trust in major proprietary platforms is also a major problem.
source: https://www.spiceworks.com/marketing/advertising/articles/metaverse-presents-ad-opportunities-and-challenges/