{"id":8645,"date":"2024-09-09T18:59:14","date_gmt":"2024-09-09T18:59:14","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/optimistic-marketers-increase-expected-ad-spend\/"},"modified":"2024-09-09T18:59:14","modified_gmt":"2024-09-09T18:59:14","slug":"optimistic-marketers-increase-expected-ad-spend","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/optimistic-marketers-increase-expected-ad-spend\/","title":{"rendered":"Optimistic marketers increase expected ad spend"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Buyers increased their 2024 ad spend projections to +11.8%, up from +9.5% projected at the end of last year, according to a new IAB report.<\/p>\n<p>The report, \u201cThe 2024 Outlook Study: August Update,\u201d finds that the resilient economy, marked by a 2.3% rise in consumer spending in Q2 2024, has eased buyers\u2019 concerns about economic instability. However, as media convergence gains traction, cross-channel measurement remains a top priority, especially for large advertisers with annual spends exceeding $50 million.<\/p>\n<p>One of the most notable trends highlighted in the report is the continued ascent of <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/what-brands-and-retailers-need-to-know-about-rmns\/\" target=\"_blank\">retail media<\/a>. Buyers have revised their year-over-year projections for this channel from +21.8% to an impressive +25.1%. This surge in retail media investment underscores its growing importance in the marketing mix.\u00a0<\/p>\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" alt=\"AD 4nXdAyEK5dnwNUqeJJN6yMDPU8oeUnSqi7uk5VYYgw8zgfBULBqNjghFfDTDn G JLp0p0DewouueYFQLdI5JIRRro3pKRwYlYJtsqBXlRgzhI1 XN2lYSoa7dGzdm0nTfAhbAFuBe6Pc 4NXXJJSjQ0FWhE?key=KuFGfd964bii5zN7w3NCrA\" style=\"width:auto;height:500px\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdAyEK5dnwNUqeJJN6yMDPU8oeUnSqi7uk5VYYgw8zgfBULBqNjghFfDTDn_g-jLp0p0DewouueYFQLdI5JIRRro3pKRwYlYJtsqBXlRgzhI1-xN2lYSoa7dGzdm0nTfAhbAFuBe6Pc_4NXXJJSjQ0FWhE?key=KuFGfd964bii5zN7w3NCrA\"\/><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdAyEK5dnwNUqeJJN6yMDPU8oeUnSqi7uk5VYYgw8zgfBULBqNjghFfDTDn_g-jLp0p0DewouueYFQLdI5JIRRro3pKRwYlYJtsqBXlRgzhI1-xN2lYSoa7dGzdm0nTfAhbAFuBe6Pc_4NXXJJSjQ0FWhE?key=KuFGfd964bii5zN7w3NCrA\" alt=\"AD 4nXdAyEK5dnwNUqeJJN6yMDPU8oeUnSqi7uk5VYYgw8zgfBULBqNjghFfDTDn G JLp0p0DewouueYFQLdI5JIRRro3pKRwYlYJtsqBXlRgzhI1 XN2lYSoa7dGzdm0nTfAhbAFuBe6Pc 4NXXJJSjQ0FWhE?key=KuFGfd964bii5zN7w3NCrA\" style=\"width:auto;height:500px\"\/><figcaption class=\"wp-element-caption\"><em>Source: IAB \u201cThe 2024 Outlook Study: August Update.\u201d<\/em><\/figcaption><\/figure>\n<p>Meanwhile, buyers are maintaining their focus on cross-funnel KPIs while shifting efforts towards reach optimization as interest in new KPIs wanes. The study also reveals that measurement challenges persist for the industry, even as economic concerns subside.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/rmn-ad-spending-up-26-but-questions-remain\/\" target=\"_blank\">RMN ad spending up 26% but questions remain<\/a><\/em><\/strong><\/p>\n<p>Interestingly, the report notes that goals can vary by channel. For instance, IAB\u2019s latest Digital Video report found that within digital video, buyers are determining success via business outcomes such as sales and store\/website visits.\u00a0<\/p>\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" alt=\"AD 4nXeJyjV9mlgccwREVG6TQliSMK2T3VV3 3HMZr1jnCBlvhJUILKcnVp6e2xTNOxbuCVAId 8sie0kZQStEEuOA1bcIQUN0t2RW7Zyh8y 2yYjbzq LMQ Vf1fVt4Dw8NthjMgd1EFuyglklzOIvAZCoPItU?key=KuFGfd964bii5zN7w3NCrA\" style=\"width:500px\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeJyjV9mlgccwREVG6TQliSMK2T3VV3-3HMZr1jnCBlvhJUILKcnVp6e2xTNOxbuCVAId-8sie0kZQStEEuOA1bcIQUN0t2RW7Zyh8y-2yYjbzq_LMQ_Vf1fVt4Dw8NthjMgd1EFuyglklzOIvAZCoPItU?key=KuFGfd964bii5zN7w3NCrA\"\/><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeJyjV9mlgccwREVG6TQliSMK2T3VV3-3HMZr1jnCBlvhJUILKcnVp6e2xTNOxbuCVAId-8sie0kZQStEEuOA1bcIQUN0t2RW7Zyh8y-2yYjbzq_LMQ_Vf1fVt4Dw8NthjMgd1EFuyglklzOIvAZCoPItU?key=KuFGfd964bii5zN7w3NCrA\" alt=\"AD 4nXeJyjV9mlgccwREVG6TQliSMK2T3VV3 3HMZr1jnCBlvhJUILKcnVp6e2xTNOxbuCVAId 8sie0kZQStEEuOA1bcIQUN0t2RW7Zyh8y 2yYjbzq LMQ Vf1fVt4Dw8NthjMgd1EFuyglklzOIvAZCoPItU?key=KuFGfd964bii5zN7w3NCrA\" style=\"width:500px\"\/><figcaption class=\"wp-element-caption\"><em>Source: IAB \u201cThe 2024 Outlook Study: August Update.\u201d<\/em><\/figcaption><\/figure>\n<p>The decline in focus on new ad KPIs suggests a renewed interest in refining and leveraging established metrics to achieve cross-funnel goals. This shift in focus from economic worries to measurement challenges and consumer insights indicates that the industry is moving from a defensive posture to one of strategic optimization and growth.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-methodology\">Methodology<\/h2>\n<p>The report is a follow-up to the initial November 2023 release and provides an updated snapshot of projected ad spend, opportunities, and challenges for 2024. It was designed to capture current perspectives from buy-side ad investment decision-makers at brands and agencies. The report is based on 200 responses to an email survey fielded between June and August of this year. It can be <a rel=\"nofollow\" href=\"https:\/\/www.iab.com\/insights\/2024-outlook-study-august-update\/\">found here<\/a> (<em>membership required).<\/em><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/optimistic-marketers-increase-expected-ad-spend\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Buyers increased their 2024 ad spend projections to +11.8%, up from +9.5% projected at the end of last year, according to a new IAB report. The report, \u201cThe 2024 Outlook Study: August Update,\u201d finds that the resilient economy, marked by a 2.3% rise in consumer spending in Q2 2024, has eased buyers\u2019 concerns about economic [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6699,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Optimistic marketers increase expected ad spend - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/optimistic-marketers-increase-expected-ad-spend\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimistic marketers increase expected ad spend\" \/>\n<meta property=\"og:description\" content=\"Buyers increased their 2024 ad spend projections to +11.8%, up from +9.5% projected at the end of last year, according to a new IAB report. 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