Marketers cite the areas for which data-driven marketing is currently most useful:
Podcasts appear to be evolving to a video-based medium as opposed to an audio-only one.
Agencies recommend their clients spend more on retail media this year, but also see costs rising.
Marketers’ obsession with youth is certainly prevalent in video ads.
Paid media and social commerce professionals are also in demand.
Just 15% of adults rate advertising practitioners’ honesty and ethics as “high” or “very high.”
Most agree they have access to all the data they need, but they’re not fully confident in their access.
Data security and privacy/compliance are important criteria when selecting a CDP.
Just 1 in 5 marketing leaders report having a data clean room, though more are planning to have one.
2023 looks bright for TikTok and Google, and less so for Twitter and Snapchat.
Most agree they have access to all the data they need, but they’re not fully confident in their access.
Data security and privacy/compliance are important criteria when selecting a CDP.
Just 1 in 5 marketing leaders report having a data clean room, though more are planning to have one.
2023 looks bright for TikTok and Google, and less so for Twitter and Snapchat.
Agencies – especially Big 6 agencies – are more likely to see YouTube as a CTV platform than a social media one.
Facebook is still the most commonly used, while Instagram adoption is growing.
Spending on tech services – such as audio, video, gaming, and apps – will grow and comprise almost one-third of industry revenues.
Technology is proving important in executing and measuring account-level ad campaigns as well as measuring account engagement.