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1、12Executive SummaryExecutive SummaryIntroductionIntroductionPart I:Evolving Approaches to Media ChannelsPart I:Evolving Approaches to Media Channels Media Budgets Programmatic Trends Top Channels for Brand and Performance MarketingPart II:The Signal Loss SagaPart II:The Signal Loss Saga Delving Into
2、 Data Types Future-Proof PreparednessPart III:Artificial Intelligence(AI)Part III:Artificial Intelligence(AI)AppendixAppendix About Proximic by Comscore Methodology3 34 45 568961818192033This report marks the second year of Proximic by Comscores State of Programmatic research,which This r
3、eport marks the second year of Proximic by Comscores State of Programmatic research,which examines how evolving technologies,consumer habits,data privacy and browser regulations are impacting examines how evolving technologies,consumer habits,data privacy and browser regulations are impacting the pr
4、ogrammatic advertising landscape.the programmatic advertising landscape.Similar to last years report,Proximic by Comscore conducted survey research across hundreds of the industrys leading advertisers to understand their evolving approach to programmatic advertising as they wrapped up 2023 and prepa
5、red for the year ahead.Even though the types of media channels advertisers are investing in are expected to remain similar year-over-year,their budget allocation and the business outcomes expected from each media channel has continued to shift as Chromes cookie deprecation deadline approaches and ar
6、tificial intelligence(AI)technologies,creative capabilities and consumer media behaviors evolve.As we look ahead to 2024 with Chromes third-party cookie deprecation date looming,we may actually get answers to the question of whether or not advertisers are prepared for a post-cookie world.30%of adver
7、tisers admit they are not yet prepared,but are the other 70%in denial?The data shows an expected uptick in dollars allocated towards programmatic media as more programmatic-first media channels emerge and advertisers become more attuned to the efficiency and addressability of programmatic advertisin
8、g.Web and mobile display along with social media are still expected to capture the lions share of 2024 budgets,but it is CTV that is expected to see the largest increase from 2023,with many advertisers stating that their CTV budgets are pulled from linear TV funds.With signal fidelity already having
9、 waned significantly and Chromes third-party cookie deprecation finally upon us,advertisers appear to be placing their bets on first-party and contextual data to combat signal loss,with alternative identifiers trailing behind.Between new targeting,creative and measurement capabilities,AI is expected
10、 to drastically shift how programmatic platforms operate.This year,advertisers are making it clear that the use of innovative AI is a critical factor they consider when selecting data and platform partners to work with.44The programmatic industry has undergone significant transformation over the las
11、t decade,driven by the pursuit of advertising efficiency and effectiveness,which has reshaped the digital marketing landscape and revolutionized how brands connect with their target audiences.As we enter 2024,programmatic finds itself at a critical juncture marked by new technologies and escalating
12、challenges,particularly the impending deprecation of Chromes third-party cookie and the dramatic overhaul of global data privacy regulations.Despite an end of year deadline from Chrome,advertisers have been forced to recognize that the identity landscape has already been critically impacted by signa
13、l loss from such things as the blocking of user identifiers across platforms such as Apples Safari and Firefox as well as compounding and inconsistent global data privacy regulations.Navigating these shifts successfully will determine the vitality of the entire digital media economy as well as the s
14、uccess of individual advertisers and the brands they represent.By embracing transparency,prioritizing user privacy,and staying at the forefront of technological innovation,the programmatic industry can continue to thrive and shape the future of digital advertising.But just how ready are todays adver
15、tisers to tackle what lies ahead in 2024?Insights from decision-makers across brands,agencies and publishers suggest that the industry,at large,may not be adequately prepared for the ongoing changes in data privacy legislation and the subsequent impact on their operations.This 2024 State of Programm
16、atic report provides a comprehensive analysis of the current state of the industry,offering insights into market trends,technological advancements,and emerging challenges.This report will serve as a valuable resource for industry professionals,helping them make informed decisions and adapt their str
17、ategies to the evolving landscape.5P A R T I Media Budgets Programmatic Trends Top Channels for Brand and Performance Marketing6Connected TV/OTTLinear TVWeb and Mobile DigitalSocial MediaAudio/Podcasts2023 Average2024 Average14%17%16%15%32%31%23%23%7%8%Budget allocation across media channels in 2024
18、 is expected to remain relatively stable year-over-year with the largest change expected within connected TV(CTV),where budget allocation will climb 3 percentage points on average to account for 17%of advertisers budgets.1.ICSC The Rise of the Gen Z ConsumerSmall shifts in a big picture Media Budget
19、s2023 vs.2024 Media Channel BudgetsAverage%of budget allocated to each channelCTV to surpass linear TV as a%of media budgets Web and mobile digital and linear TV budgets are expected to remain flat or at a very slight decline with advertisers stating they spent 32%of media budgets on web&mobile digi
20、tal in 2023 and will spend 31%of total budget on this channel in 2024.Linear TV is projected to follow a similar pattern,accounting for 16%of total media budgets in 2023 and 15%of total budget expected in 2024,a 1%average YoY decline.Connected TV is poised to see the highest YoY growth in 2024,captu
21、ring a larger overall share of advertiser budgets than linear TV for the first time.Social media to account for nearly of advertisers media channel budgets in 2024 Social media as a share of media channel budgets is expected toremain relatively flat YoY at an average of 23%of total budgets,accountin
22、g for nearly one-quarter of all marketer media spend,more than any other channel excluding web&mobile digital.The importance of social media in a consumers decision-makingprocess is not to be understated.With 85%of Gen Z consumers stating that social media influences their purchasing decisions1,its
23、no wonder advertisers are continuing to invest a large portion of their media budget there.Despite growth expected on CTV and audio,web and mobile display and social media will continue to capture the lions share of media dollars in 2024.Connected TV77%6%7%11%22%34%43%OtherEmailAudio/PodcastsDirect
24、MailSocial MediaWeb&Mobile DigitalLinear TVConnected TV/OTTLinear TV2023202418%28%28%24%Media BudgetsHow are the big TV&CTV spenders shifting budget?Addressable video rising in importance as linear and traditional digital channel budgets are lost to CTVAdvertisers who spend heavily on CTV and linear
25、 TV are set to make changes in 2024 Only 18%of advertisers planned to spend more than one-fifth of their total media budget on CTV in 2023.That number is expected to jump to 28%of advertisers in 2024.Conversely,28%of advertisers spent at least one-fifth of their budget on linear TV in 2023 which is
26、expected to decline to 24%in 2023.For advertisers who spend a large portion of their media budget on CTV or linear TV a clear pattern of TV budgets trending digital is emerging.Share of advertisers spending at least one-fifth(20%)of their budget on each media channelFor advertisers who plan to incre
27、ase investment in programmatic CTV in 2024,budget is primarily being pulled from linear TV with 43%of advertisers planning to shift budget from linear to CTV in 2024.Traditional web and mobile digital display dollars will also take a hit in 2024,losing out to CTV.Of those who will be increasing inve
28、stment in programmatic CTV in 2024,where is the budget coming from?Connected TV8As the efficiencies of programmatic advertising continue to increase,so do advertisers investments The majority of advertisers(62%)plan to increase their investment in programmatic advertising in 2024.Programmatic Trends
29、Will your company be increasing or decreasing investment in programmatic advertising compared to 2023?Programmatic Advertising Investment Expected to Surge in 2024Will be increasing investment in programmatic in 20246%DecreasingUnsureAdvertisers preferences between programmatic and direct buying var
30、ies by media channelOn which media channels are advertisers leaning into programmatic buying?%of advertisers who expect the majority of their spend on a given channel will be either programmatic or directMost advertisers transact media through a combination of programmatic and direct means.But many
31、will swing more towards programmatic or direct buying depending on the media channel.60%of advertisers expect to transact the majority of their web&mobile display media programmatically,compared to only 13%who expect to transact the majority of their web&mobile display media by direct means.Despite
32、12%of advertisers intending to transact the majority of their CTV buys through direct means,a whopping 57%of advertisers will rely on programmatic technologies.In a close call,programmatic transactions are expected to inch out direct buying when it comes to audio and podcasts in 2024.60%57%30%18%6%1
33、3%12%25%31%46%Web&Mobile DigitalConnected TV/OTTAudio/PodcastDigital Out Of HomeLinear TVMajority of media spend transacted programmaticallyMajority of media spend transacted directly9CTV is now the#1 tactic to achieve brand marketing objectives35%33%25%7%Media Channels and Marketing Objectives:Bran
34、d MarketingTop Media Channels for Brand Marketing Tactics Programmatically%advertisers who ranked each media type as most effective to achieve brand marketing tacticsCONNECTED TV/OTTWEB&MOBILE DIGITALSOCIAL MEDIADIGITAL OUT OF HOME(DOOH)CTV tops the ranks of the most effective media channels to achi
35、eve brand marketing objectives programmatically with 35%of advertisers indicating it is their#1 channel for branding.A close second,web and mobile digital is still heavily relied on by advertisers seeking to achieve brand marketing objectives programmatically with 33%of advertisers ranking it as the
36、 most effective way to achieve brand objectives.Social media follows,with 25%of advertisers ranking it as the top channel to achieve brand marketing objectives programmatically.1 0Digital display and social media channels have a stronghold on performance marketing Media Channels and Marketing Object
37、ives:Performance MarketingTop Media Channels for Performance Marketing Tactics%advertisers who ranked each media type as most effective to achieve performance marketing tactics Advertisers looking to achieve performance marketing objectives programmatically rely heavily on web&mobile digital display
38、 with nearly half(49%)of advertisers ranking this media channel as the most effective way to achieve performance marketing objectives.Social media is also viewed by advertisers as a great way to achieve performance marketing objectives programmatically with 41%of advertisers ranking it as most effec
39、tive.49%41%8%1%WEB AND MOBILE DIGITALSOCIAL MEDIACONNECTED TV/OTTDIGITAL OUT OF HOME(DOOH)2%AUDIO/PODCASTSWhile audio advertising is still in its growth phase,its particularly effective with younger generations Compared to other media channels,audio and podcast advertising isnt yet seen as the most
40、effective way to achieve brand or performance marketing objectives.However,that doesnt mean its not an important media channel for advertisers to invest in,especially if targeting younger demographics.According to eMarketer,66%of Gen Z listens to podcasts which is a 57%increase over the last five ye
41、ars.Theyve cited that Gen Z considers the podcast medium less toxic compared to social media,and 43%of them have purchased a product after hearing about it on a podcast ad1.CTV not yet viewed as a strong performance marketing driver Only 8%of advertisers ranked CTV as the#1 way to achieve performanc
42、e marketing objectives programmatically.This number expands to 22%if we include those who ranked CTV within the top 2 channels to achieve performance marketing objectives programmatically.While there is a lot of buzz about CTV as a tool for performance marketing,its effectiveness appears to still ha
43、ve a long way to go when compared to the performance powerhouses of digital display and social media.A key component of CTV becoming a performance driver will be advertisers ability tomeasure its incrementality compared to other media channels.1 eMarketer1 1P A R T I I Delving Into Data Types Future
44、-Proof Preparedness1 2Delving Into Data TypesExpected average budget allocation across data types for targeting in 2024Contextual data expected to capture largest share of targeting budget in 2024 As advertisers attempt to find the perfect mix of data for targeting in a post-cookie world,first-party
45、 and contextual data emerge as the front runners.The 28%of advertiser budget expected to be captured by contextual data usage falls into two major buckets,with 16%of budgets being allocated towards standard contextual keywords and IAB categories and another 12%invested in behavioral contextual segme
46、nts such as predictive audiences.The use of first-party data for retargeting or modeling is expected to capture an average of 27%of targeting budgets,falling just behind contextual targeting(28%).Advertisers to hang onto third-party cookie targeting while its still available Advertisers are not lett
47、ing go of third-party cookies just yet,but rather they intend to continue targeting against them while theyre still lingering throughout 2024.One-fifth(20%)of targeting budgets are expected to go towards traditionally ID or cookie-based demographic targeting with another 17%of budgets expected to be
48、 allocated to third-party ID-based audiences.Adoption of alternative identifiers to capture lower share of budget compared to other cookie-alternatives Alterative identifiers only expected to capture 8%of advertisers overall budgets in 2024.Whether due to scale limitations or the multitude of altern
49、ative ID options available,advertisers do not plan to lean heavily on this tactic in 2024.First-party datafor retargeting or modeled audiencesDemographicsThird-party ID-based audiencesCookies or other traditional IDs Alternative IdentifiersContextual dataPredictive contextual audiences,IAB categorie
50、s/keywords1 314%42%45%Alternative identifiersDelving Into Data TypesInvestment in contextual advertising set to make major gains in 202478%,or nearly four out of every 5 advertisers,plan to increase or maintain their reliance on contextual targeting in 2024 62%of advertisers expect to increase their
51、 use of contextual data in 2024.This is up 8%from 2023 in which 54%of advertisers planned to increase their use of contextual data throughout the year.This year-over-year increase signals the growing value placed on contextual data by todays advertisers.First-party and contextual data emerge as top
52、strategies to combat signal loss,alternative identifiers trail behind 45%of advertisers plan to rely on first-party data as their primary strategy to combat signal loss.A near equal 42%plan to rely on contextual targeting for their primary signal loss strategy.Only 14%of advertisers plan to rely on
53、alternative IDs.How do you expect your use of contextual data to change in 2024?Primary data strategies to maintain targeting effectiveness in 2024 in the face of signal loss18%4%16%62%We plan to decrease our use of contextual dataNo changeNot sure/Dont know1 4Future-Proof PreparednessWhat will keep
54、 advertisers up at night in 2024?Concerns about cookie deprecation tops worries about upcoming regulatory changes.Marketer sentiment on feeling prepared for privacy regulatory changes in the USMarketer sentiment on feeling prepared for the full deprecation of cookies expected by the end of 202419%30
55、%Feel prepared to handle future regulatory changesFeel prepared for a cookieless advertising worldDo not feel preparedDo not feel prepared30%of advertisers say they are not yet prepared for the deprecation of third-party cookies.Are the other 70%in denial?Google delayed its Chrome third-party cookie
56、 deprecation deadline twice since initially announcing it in January 2020.The current deprecation date is set for the end of 2024 with the elimination of cookies on 1%of traffic having started in January 2024.30%of advertisers admit that they are not yet prepared for a cookieless world.But with 37%o
57、f budgets expected to be used to target third-party cookie-based audiences and the majority of programmatic ad buys still occurring on cookied inventory1,only time will tell if the 70%of advertisers who feel prepared truly are.4 out of 5 advertisers feel prepared to handle future regulatory changes
58、coming down the pipe in 2024 19%of advertisers say they are not prepared to handle future regulatory changes anticipated in 2024,while the other 81%say they are prepared.With more than 20%of U.S.states already having enacted data privacy laws and many more state and international privacy regulations
59、 expected in 2024 and beyond,advertisers are already in the thick of needing to comply.1.33Across Programmatic Cookie Alternative Trends Report1 5Future-Proof PreparednessBy the end of the year,how much of your targeting do you expect to migrate to cookie-free tactics?47%66%20232024PRIMARILY USING C
60、OOKIE-FREE TAGETING TACTICS BY THE END OF THE YEAR20232024None18%2%Some35%33%Most or All40%58%Already migrated all targeting to cookie-free tactics and dont plan to change this approach7%7%Two-thirds of all advertisers planning to be fully cookie-free by the end of 2024.One-third to be left unprepar
61、ed if Google doesnt delay.By the end of 2024,58%of advertisers plan to have migrated most or all of their targeting to cookie-free tactics,compared to 40%in 2023,with another 8%having already migrated to all cookie-free targeting for a total of 66%of advertisers with a majority reliance on cookie-fr
62、ee targeting in 2024.This is up significantly from 47%in 2023.33%of advertisers plan to migrate some of their targeting tactics to cookie-free alternatives in 2024.Only 2%of advertisers do not plan to utilize any cookie-free targeting tactics in 2024.This is down significantly from 18%of advertisers
63、 not planning to use any cookie-free targeting tactics in 2023,signaling that the urgency of Chromes end of 2024 cookie-deprecation is being felt much more than last year.of advertisers expect the majority of their targeting to be cookie-free by the end of 20241 6P A R T I I I 1 752%47%45%48%The Imp
64、act on Programmatic PlatformsAI is expected to change the programmatic landscape drastically,but has the shift already started?How important is the use of AI by DSP/SSP platforms or data providers?DSP/SSP platforms Data partners 3%4%UNIMPORTANTThe use of cutting-edge AI technology is a key considera
65、tion for most advertisers when selecting data and technology partners 52%of advertisers agree that the use of AI within DSP and SSP platforms is considered an important factor when selecting platforms to use for programmatic targeting.An additional 45%take this into consideration,but using AI is not
66、 necessarily a dealbreaker.47%of advertisers feel that the use of AI by data providers is an important factor in selecting data for targeting.Nearly one-in-five advertisers thinks AI has already changed the way programmatic platforms operate.An additional 76%think AI will change how programmatic pla
67、tforms operate in the future,but dont think that change is upon us yet.Do you think AI will change how programmatic platforms operate?76%Y E SN OIT ALREADY HAS1 8 Determine which media channel mix helps achieve both brand and performance marketing objective and invest the bulk of programmatic budget
68、 across those.At the same time,its important for advertisers to keep up with the latest media consumption habits of their consumers and ensure they are testing how effective new and emerging channels,such as audio or digital out of home(DOOH),can be.Operate under the assumption that third-party cook
69、ies will be completely gone by the end of 2024.Embrace cookie alternatives such as contextual,first-party data or alternative identifiers.Every advertisers goal should be minimizingreliance on third-party cookies as much as possible before the year is out.It is not enough to pick one data alternativ
70、e to cookies and assume this will be enough.First-party data and modeling will only scale so far.Advertisers need to adopt a hybrid post-cookie approach spanning multiple sustainable data sources.Invest in the collection of first-party data where possible and find the right data partners to complime
71、nt this strategy.Invest in predictive or modeled means of reaching demographic audiences.With a majority of advertisers expressing unwavering desire to continue reaching audiences based on demographic characteristics it will be critical to quickly embrace data partners who offer cookie-free demograp
72、hic targeting alternatives to maintain scale throughout 2024 and beyond.Embrace artificially intelligence with a test and learn approach as newtechnologies emerge.Seek out trusted partners who are innovating and responsibly developing AI-powered solutions in order to benefit from the advantages and
73、efficiencies associated with this new technology.1 9Proximic by Comscores mission is to power the future of audience engagement through privacy-first targeting,helping advertisers reach more consumers with relevant messaging while respecting user privacy.Closing the Addressability Gap with Proximic
74、by Comscores Predictive AudiencesP R E D I C T I V E A U D I E N C E SB U I L T O N T H E P R I N C I P L E S O F:P R I V A C YPersonalized advertising,without personal data infringement S C A L EReach audiences seamlessly across channels without ID limitationsP R E C I S I O NReach any audience,eve
75、n when others cantProximic by Comscore is a division of Comscore,Inc.and a leading provider of programmatic targeting technology for a privacy-centric world.Backed by Comscores currency-grade datasets and combined with cutting-edge AI contextual intelligence,Proximic by Comscore has pioneered the in
76、dustrys first ID-free audience targeting capability,built on the principles of privacy,scale and precision.Compounding signal loss makes reaching an entire target audience challengingCombine ID-based audiences and ID-free Predictive Audiences for maximum reachThe Industrys ChallengeThe Solution+96%I
77、ncremental users reached compared to the same ID-based segmentNO IDS2 0PRIVACY TECHNOLOGYTRUSTED BY MORE THAN 5,000 ADVERTISERS GLOBALLYLearn more about future-proofing your targeting with data that drives results now and in the future.MethodologyThis report contains a summary of responses from in-d
78、epth survey questions gathered from nearly 200 advertising decision-markers at brands,agencies and publishers who oversee programmatic advertising at their company.The intention of the annual survey is to determine how respondents are evolving their approaches to programmatic advertising.Survey conducted between November 14 and November 22,2023.