Last year, global marketing and advertising spend grew by a relatively muted 4%, but this year the market is expected to expand by 7.7%.
Spending & Spenders Articles
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How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
US Online Media Spend in 2023 and the Outlook for 2024
Total US online media spending is expected to grow by almost 15% this year, capturing more than 6 in 10 media ad dollars.
Programmatic to Edge Direct Buying for Audio and Podcasts This Year
The advertisers surveyed are 10 times more likely to say they’ll increase (62%) than decrease (6%) their programmatic ad spend this year.
US Offline Media Spend in 2023 and the Outlook for 2024
It was a “down year” for offline media spending last year, but things look a little brighter in this election year.
Contextual Data Rising in Importance for Targeting
More than 6 in 10 advertisers expect to increase their use of contextual data this year.
These Are Digital Advertisers’ Biggest Challenges This Year
Digital advertisers seem to have made progress in automating the creative process.
Multicultural Media Reportedly Accounts for Only 5% of US Marketing & Advertising Spending
The share of US marketing and advertising spend allocated to multicultural media hasn’t changed in the past 5 years.
What Matters Most to Agencies When Executing YouTube Campaigns?
Brand suitability is rising as an objective, though brand safety and ad performance continue to be paramount.
Podcast Spending Expected to Rise as Marketers See It as Under-Advertised
Podcasts are perceived to be better than streaming music and radio for unduplicated reach and reaching affluent audiences.
Programmatic Advertisers in the US Look to Prioritize Performance
Around half of advertisers include programmatic across all campaign types (upper, mid, and lower funnel).
US Newspaper Ad Revenues Dropped by Almost 60% Over A Decade
Almost half of analyzed newspaper companies’ ad revenues last year came from digital ads.
These Are the Biggest Obstacles Faced by B2B CMOs in Demonstrating the Value of Marketing
87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
CTV Reach Widening Gap with Traditional TV
CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
B2B Buyers Are Thirsty for Research-Backed Thought Leadership
7 in 10 buyers are very likely to think more positively about organizations that consistently produce high-quality thought leadership.
Brand and Marketing Strength Are Important Considerations for Financial Analysts
Financial analysts covering public companies view advertising spending more as an investment than as an operating cost.
The Top Challenges of Using Retail Media Networks
Despite previous indications that advertisers were using RMNs for more than lower-funnel objectives, that’s the main challenge cited in this study.
Digital Accounted for One-Third of Growing Out-of-Home Ad Spend in Q2
OOH ad spend continued its ascent, posting the second-largest Q2 on record.