The 2024 Outlook Study reveals that buyers are more optimistic, increasing ad spend projections to +11.8%, boosted by a resilient economy and growing consumer spending.
Retail media continues to show robust growth, with year-over-year projections jumping from +21.8% to +25.1%, indicating its rising significance in marketers' strategies.
Despite easing economic concerns, the focus shifts toward cross-channel measurement and established KPIs, reflecting the industry's prioritization of strategic optimization over mere survival.
Buyers now seek to optimize reach and refine measurement tactics, transitioning away from the defensive posture towards embracing growth opportunities in ad spending.
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