CTV supasses AI as the leading consumer trend

Mediaocean, a key platform for omnichannel advertising, has released its 2024 H2 market report. This sixth edition is based on responses from over 1,200 marketing professionals, making it the largest survey in the series so far.

CTV leads consumer trends as focus shifts to performance-driven paid media

The research paints a vivid picture of the current advertising landscape, revealing significant shifts that are shaping the strategies of marketers as we move into the latter half of 2024. One of the most striking findings in the report is the rise of connected TV (CTV) as the leading consumer trend, surpassing AI, which has dominated discussions in recent years.  For advertisers, this trend opens a wealth of new opportunities to reach audiences in a more targeted and cost-effective way.

As the industry grapples with an unpredictable economic climate, there’s an increasing focus on performance-driven paid media. More than ever, advertisers are under pressure to demonstrate measurable outcomes and ensure that every dollar spent is contributing to tangible business results. This shift toward accountability is reshaping how brands approach their media investments, with a clear emphasis on channels that deliver proven ROI.

 Aaron Goldman, Mediaocean’s chief marketing officer, summed it up perfectly: “performance-driven paid media has emerged as the dominant focus for advertisers, reflecting industry-wide scrutiny on channels that deliver measurable business outcomes.”

Driving growth with seamless omnichannel strategies and smart AI automation

Another key takeaway from the report is the continued dominance of omnichannel advertising. as brands look to drive growth, they’re spreading their budgets across multiple platforms, with paid social, search, and CTV seeing the most significant increases in spending. This approach is all about being present wherever the consumer is, ensuring a consistent brand experience across all touchpoints.

AI and automation, while no longer the top trend, remain crucial components of modern ad tech. After years of hype, marketers are now focusing on the practical applications of these technologies. The top use cases for generative AI include data analysis, market research, and, to a lesser extent, creative tasks like copywriting and image generation. It’s a shift from excitement to execution, as brands look to harness AI’s power to streamline operations and improve campaign effectiveness.

First-party data as a solution for anti-cookies advertising

With the growing importance of data privacy and the decline of third-party cookies, 2024 has also seen a significant move towards first-party data strategies. Brands are increasingly relying on multi-ID approaches to ensure they can continue to deliver personalized advertising in a way that respects consumer privacy. This trend is particularly important as consumers become more aware of how their data is used and demand greater control over their digital footprint.

For those interested in diving deeper, Mediaocean will host a webinar on August 28, featuring insights from industry experts. This session promises to be a valuable opportunity to explore the report’s findings further and gain a better understanding of the forces shaping the future of advertising.