Media experts predict more advertising opportunities in 2023
As the industry reflects on the past year, IAS conducted our annual deep dive into the trends and technology that will shape the future: The Industry Pulse.
In 2023, industry experts are anticipating even greater advertising opportunities on channels like digital audio, CTV, and mobile. But 2023 will also be the year that ads enter a new dimension — 3D ads, gaming, and the rise of the Metaverse are on marketers’ minds as they look to the future.
More advertising avenues bring more media quality challenges. So how are top industry experts planning for success in 2023?
Here’s a preview of what we found:
- Audio: 70% of media experts believe audio listeners will continue to shift from terrestrial radio to digital alternatives
- CTV & video: 74% of media experts say ad fraud will be a greater concern as the volume of digital video ad inventory grows
- Contextual targeting: The number one media quality priority that industry experts will prioritize in 2023
Innovate, excel, and disrupt in the coming year. Download the 2023 Industry Pulse to start building better outcomes now.