1、2024 OutlookA Snapshot into Ad Spend,Opportunities,and Strategies for Growth November 2023TABLE OF CONTENTSOBJECTIVES 3KEY INSIGHTS 42024 AD SPEND OUTLOOK 5CHALLENGES&GROWTH STRATEGIES 10PLANNING TIMEFRAMES 16AD SUPPLY CHAIN SUSTAINABILITY 20APPENDIX 23 METHODOLOGY&RESPONDENT PROFILE ABOUT IAB2Objec

2、tivesPurpose:2024 Outlook:A Snapshot into Ad Spend,Opportunities,and Strategies for Growth was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2024 ad spending marketplace(including both spend levels and strategies)being projected by buy-side ad in

3、vestment decision-makers,primarily at brands and agencies.Whats Included:A view into overall ad spend as well as at the channel levelA perspective on industry challenges and growth strategiesInsights into planning timeframes and ad supply chain sustainability practicesHow to Use the Results:Plan for

4、 the year aheadBenchmark competitive positioning/strategy in the marketplaceIdentify white space,channels,and opportunities,brainstorm ideas for launching new products and services,finding new targets,and growing ROI34Key Insights4012024 AD SPEND OUTLOOKBuyers project to increase their ad spend 9.5%

5、in 2024 vs.2023.All digital channels are expected to post ad spend growth in 2024,led by CTV,Social,and Search.02CHALLENGES&GROWTH STRATEGIESBuyers top goals for 2024 span the purchase funnel:customer acquisition,brand equity,and media efficiency,while their top challenges are economic and measureme

6、nt/data-driven.03PLANNING TIMEFRAMESBuyers are now planning media with multiple iterations:70%are planning their buys quarterly or more frequently.63%are also reforecasting more often due to market dynamism.04AD CAMPAIGN SUSTAINABILITY Only 1-in-5 buyers are currently requiring partners to meet ad c