NEW YORK, May 31, 2023 (Globe Newswire) — Mediaocean (www.mediaocean.com) is a mission-critical platform for omnichannel advertising. 2023 Mid-Term Advertising Outlook Report. With topics such as generative AI occupying significant mindshare in the industry, the research reveals the most practical trends and pressing concerns facing the marketing community heading into the second half of the year. Analysis spans trends related to ad spend, creative testing and audience targeting, with respondents continuing to express confidence in new solutions and emerging channels.
Aggregating insights from over 700 leaders, including brands, media providers, ad agencies, and technology companies, the report reflects a year marked by rapid advances in artificial intelligence (AI). The only important consumer trend for marketers to watch. The AI dominance stands in stark contrast to the Mediaocean findings. December 2022 Market Research and 2023 Outlook ReportAmong them, respondents cited practical matters such as “improved measurement” and “improved integrated media planning and execution” as likely to be the most important technology innovations for advertising in 2023. I’m here.
Additionally, more than half of marketers said they plan to spend more on social platforms this year, despite companies such as Meta, Twitter and TikTok coming under heavy scrutiny. TikTok continues to grow and remains a mainstay for advertisers, even though many US states have banned governments from using the app. When asked about key consumer trends, 57% of respondents chose his TikTok and social videos. This shows that the momentum continues. Connected TV (CTV) has also emerged as an important channel, with over 50% of respondents planning to increase their advertising budgets, but concerns over managing reach and frequency on CTV and digital channels rose by 40%. Additional investment poses a challenge, as evidenced by .
But as the year progresses, marketing leaders plan to put a pragmatic focus on improving workflow efficiency and campaign effectiveness to combat the uncertainty of the past year. The findings also show that the advertising industry is stabilizing and finding new ways to adapt. The study reveals that the top three areas marketers are investing in remain unchanged from last year: performance-driven paid media, measurement and attribution capabilities, and brand advertising. Meanwhile, creative testing and analysis saw the biggest year-over-year growth, up 27%. Additionally, the survey showed that his concerns about talent retention and access to expertise decreased by 16%. This shows that the industry is finding ways to manage resources in a post-pandemic environment.
“Mediaocean’s latest market report provides compelling insight into the hottest consumer and marketing trends for the second half of the year,” said Joanna, R3’s vice president of innovation and independent research analyst. O’Connell said. “Remarkably, the rapid rise of ChatGPT makes it clear that if there was ever a time to invest in understanding the role of AI in our industry, it is now. has also revealed the immense importance of new media such as social video (especially TikTok) and CTV, which are exactly what marketers are trying to influence the thoughts and purchases of the millions of consumers who continue to flock there. It’s an emotionally rich environment that we’re all craving to foster the growth of creative testing and automation. , the convergence of several powerful forces may finally give the creative process a much-needed overhaul.”
“As we publish our fourth biennial market report, it will be very interesting to see how the advertising industry has evolved,” said Aaron Goldman, chief marketing officer at MediaOcean. “As with generative AI, we have seen some new technologies come onto the scene and disrupt the way we think about marketing. We also saw a continuation of long-standing trends, such as the opportunities presented by advertising.Of particular note, this latest report shows an overall stabilization of the advertising industry, which all stakeholders I think it will be welcome news for everyone.”
MediaOcean will host a webinar on May 31 at 12:00 noon EDT featuring O’Connell, Goldman, and Forbes CMO Hall of Fame member Deborah Wall, former Senior Vice President and CMO of General Motors. I would like to introduce the survey results of the report.visit https://www.mediaocean.com/mediaocean-current-2023-mid-year-advertising-outlook-webinar Register for the webinar and download MediaOcean’s full 2023 Mid-Term Advertising Outlook report.
About Media Ocean
Mediaocean is driving the future of the advertising ecosystem with technology solutions that enable brands and agencies to deliver impactful omnichannel marketing experiences. Mediaocean manages over $200 billion in annual media spend through software, using AI and machine learning to manage media investments and optimize business outcomes. The company’s advertising infrastructure and ad tech tools are used by his 100,000+ people to power campaigns, from planning, purchasing, ad serving and creative personalization to analytics, optimization, billing and payments. It has been.visit www.mediaocean.com for more information.
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