January20242024AdvertisingOutlookReportKeyinsightsonmarketingtrendsthatwillimpactthecomingyear,withdatagatheredfrom1,000+leadingmarketingindustryprofessionals.TableofcontentsIntroduction........................................................................................3ForewordbyJoannaO’Connell....................................................4Insight#1:Macroadspendtrendsreflectindustryoptimism.................................................6Insight#2:FocusonAIcomesatexpenseofMetaverse................................................................7Insight#3:CurrentapplicationsofAIfocusonresearchandanalyticsovercontentgeneration..................9Insight#4:Brandadvertisinginvestmentcontinuestoaccelerate..........................................10Insight#5:Thecreative-mediagappersists........................12ConclusionandMethodology.....................................................13AboutMediaoceanandFlashtalking.......................................142©2024MediaoceanIntroductionThankyouforreadingMediaocean’s2024AdvertisingOutlookReport.Theseinsightsreflectinputfrommorethan1,000customersandpartners,focusedonkeyconsumerandtechnologytrendsalongwith2024projectedmediainvestments.Weprimarilysurveyedmarketersandagencies,butalsoincludedperspectivesfrommediacompanies,measurementfirms,techplatforms,ando...
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