邑策（Xaxis）：不确定时代的确定性-程序化媒体如何帮助品牌在动荡的市场中提升影响力（英文版）（17页）.pdf

1、Certainty in uncertain times:how programmatic media helps brands drive impact in a turbulent marketA Uniquely Challenging Q4After the pandemic-based disruption of the past couple of years,2022 started ofg at a more steady pace and industry spend forecasts were buoyant.However,the positive performanc

2、e from H1 was unfortunately short lived as the second half of this year took a nosedive and,with it,the hope of a more regular,more predictable Q4.Instead,the ad industry is looking at a year-end thats arguably one of the most challenging and complex that marketers have ever had to deal with.A combi

3、nation of geopolitical pressures,economic turbulence,and the unusual complication of a FIFA World Cup with the fjrst England game commencing on Black Friday,challenges even the most seasoned advertiser to efgectively plan and execute their crucial Q4 media budgets.Couple this with the fact that mark

4、eters are being forced to operate at the sharp end of the economic upheaval and the challenge is clear.Budgets are being placed under extra scrutiny and marketers face an additional pressure to deliver both effjciency and performance from their media investments.The big problem advertisers face is t

5、hat,this Q4,business as usual isnt an option.Shifts in consumer sentiment and consumer behaviour mean the media strategies that would have delivered for brands in the past are no longer appropriate.Many,challenged with deciding their best route forward,are becoming more short term in their outlook a

6、s a result.At Xaxis,as part of GroupM,we work with a wide range of brands and agencies to make programmatic media more efgective and effjcient.From our cross-sector vantage point,we can see the impacts the current level of uncertainty is having on media activity right now.Drawing on this perspective