Media Inflation: Are Advertising Costs Finally Cooling?
Global media inflation—the rising cost of advertising across the world—is expected to be slightly lower in 2024 compared with 2023, according to recent research.
Marketers say audience targeting is the most effective programmatic advertising tactic, according to recent research from Ascend2. Of the tactics surveyed, 73% of marketers said audience targeting was most effective, followed by keyword targeting (41%) and retargeting (27%).
When executing a programmatic advertising strategy, marketers cited audience targeting (46%) and budget allocation (37%) as the top challenges. The most meaningful metrics for judging the effectiveness of campaigns were return on investment (61%) and return on ad spend (38%).
The report was based on a survey of 264 marketers from B2C, B2B, and hybrid firms conducted in May 2020. Marketers were asked to rate tactics, challenges, and metrics related to programmatic advertising.
... continue reading belowProgrammatic Advertising Trends: Top Tactics, Challenges, and Metrics
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Global media inflation—the rising cost of advertising across the world—is expected to be slightly lower in 2024 compared with 2023, according to recent research.
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