IAS study: Advertisers prioritize social media and digital video
The latest "Industry Pulse Report 2024" from Integral Ad Science (IAS) shows: More than two thirds of media experts want to prioritize social media ads and digital video in their planning. And rely on machine learning when it comes to brand safety.
Advertisers plan to prioritize advertising investments in social media (67%) and digital video including CTV (37%) advertising in 2024. This is the result of the latest "Industry Pulse Report 2024" by Integral Ad Science, a leading global platform for media measurement and optimization. Advertisers identified media quality as the biggest challenge for successful social media and digital video campaigns.
Insufficient transparency has a negative impact
More than two thirds (68 percent) of respondents also stated that insufficient transparency in media quality will have a negative impact on social media spending. In the digital video & CTV sector, 84% believe it is particularly important this year to drive forward the classification of multimedia content with machine learning in order to ensure the brand safety of digital video ads. Across all advertising channels, almost three quarters of advertisers (74%) are focusing their advertising investments this year on responsible media measures, including initiatives for sustainability, diversity and inclusion, as well as quality journalism.
The IAS Industry Pulse Report provides insight into the emerging trends and priorities that will drive change in digital advertising in 2024. The findings are based on responses from over 260 US digital advertising decision makers representing brands, agencies, publishers and ad tech providers. The survey was conducted in September 2023 by the market research institute YouGov on behalf of IAS and is available online here.
