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Media experts weigh in on advertising opportunities in 2024
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 2024, industry experts will follow consumer behavior. Marketers plan to invest in well-established environments with high potential for innovation, like social media and digital video. Responsible media practices are also on the rise, with media experts increasingly prioritizing placing ads alongside media that promotes trustworthy journalism and ethically responsible content.
Shifts in advertising priorities can bring unexpected media quality challenges. So how are top industry experts planning for success in 2024?
Here’s a sneak peek at what we found:
- Social media: The number one channel media experts plan to prioritize in 2024
- Digital video & CTV: 84% of media experts say machine learning that can classify multimedia content will be important to ensuring brand safety in digital video ads
- Responsible media: 74% of media experts say they will prioritize responsible media investment when buying or selling digital ads over the next 12 months
Top industry experts are investing in advertising opportunities that will drive superior results next year. Download the 2024 Industry Pulse to find out how.
