1、The ExchangeWire Media Pulse:H1 2024Mat Broughton Research Lead,ExchangeWirePublished August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retriev

2、al system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information stor

3、age and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|ContentsExecutive Summary 3Key Findings 4Al 5J Big tech and Al 7Channels 9Cookie deprecation and Privacy Sandbox 11J Cookie deprecation 12J Privacy sandbox 14Curation 15ESG 17Fraud 20Social medi

4、a 22J TikTok 25Sports 26About ExchangeWire 29bbbbbbbbbbb2/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,withou

5、t prior permission in writing from the publishers.Copyright ExchangeWire L|Executive summaryThe start of 2024 was truly a whirlwind.From legal spats between publishers and big tech over AI,to the return of big-ticket investment in the ad tech industry,and of course Google delaying cookie deprecation

6、(only to reverse track in July and decide against outright cookie deprecation).To gauge industry response to these stories,we polled ExchangeWire Digest readers,composed of a global array of agency,brand,publisher,and technology professionals.In this report,we take a leaf out of the fabled opinion p

7、olls that preface the multiple elections in the year and delve into the findings from our weekly surveys.Derived from the hot-topic news stories of the year thus far,we take a global snapshot of the following key topics:Read on to find out how the industry reacted to the headline news stories of H1

8、2024,and what the future implications may be in years to come.Use of AI solutions across the advertising industryHow generative AI solutions are set to impact searchMeasurement of carbon emissions,and efforts to reduce environmental impactReadiness of the industry for the deprecation of the third-pa

9、rty cookie within Chrome,and testing of Privacy SandboxEvolution and regulation of social mediaTrending channels within the marketing mixIndustry-wide efforts to reduce ad fraudRole of curation in advertising strategiesMarketing budgets in a bumper year of sports3/29Published August 2024.All rights

10、reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|J Eighty-five perc

11、ent of the industry are currently using,or are planning to implement,AI solutionsJ A resounding 82%of respondents stated that audio is very important across media plansJ Positively,the majority of ExchangeWire Digest readers stated that they were ready for the axing of the third-party cookieJ Nearly

12、 three-quarters of respondents are not currently testing Privacy Sandbox APIsJ Surveyed ExchangeWire Digest readers are actively exploring curation,with 71%of respondents either using,or planning to use,curation across their businessesJ Over two-thirds believe that search engines will be replaced by

13、 search functionality within social media platformsJ Sixty-one percent of respondents stated that their sports marketing budgets would increase over the course of 2024,dramatically outpacing growth in overall advertising budgets85%of the industry are currently using,or are planning to implement,AI s

14、olutions82%of respondents stated that audio is very important across media plans71%of respondents either using,or planning to use,curation across their businessesKey findings4/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by a

15、ny means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|AI5/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitte

16、d in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 1:Outlook on the future of Al in the ad tech industry H1 2024Figure 2:Implement

17、ation of Al H1 2024Overall,the ExchangeWire audience is highly bullish on the use of artificial intelligence,machine learning,and large language models(LLM)within ad tech,with only 11%viewing the use of these solutions negatively.Unsurprisingly,given the strength of optimism on the use of AI,compani

18、es across the sector are rapidly employing these technologies within their businesses.Over six-in-ten respondents stated that they have already activated AI solutions,while a further 24%stated that they are in the process of implementing AI.77%11%11%61%24%15%b POSITIVE AI CAN BE A REAL ASSETb UNSURE

19、b NEGATIVE IT COULD SPELL DISASTERExchangeWire Digest:18/12/2322/12/23b CURRENTLY USING AIb PLANNING TO USE AL AND ARE IN THE PROCESS OF IMPLEMENTING ITb NO PLANS TO IMPLEMENT AIExchangeWire Digest:18/01/2422/01/246/29Published August 2024.All rights reserved.No part of this publication may be repro

20、duced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 3:Likelihood of big tech companies encountering regulatory a

21、ction on their relationships with leading Al companies H1 202428%44%strongly believe that regulators will force big tech companies to divest of these AI partnershipsstate that it is unlikely that they will face any consequences for their investments and/or acquisitions within the AI sectorRather tha

22、n building solutions,the giants have opened their rather plump wallets and invested in solutions to the tune of billions in order to hit the ground running.However,these inorganic growth strategies are likely to draw the scrutiny of antitrust regulators across the globe.Authorities have taken a more

23、 active approach in recent years,with multiple ongoing cases against Google and prolonged wrangling over the Microsoft Activision-Blizzard acquisition front of mind here.To that end,we asked our readers whether big tech firms are likely to face serious regulatory action on these deepening relationsh

24、ips.Notably,only 28%strongly believe that regulators will force big tech companies to divest of these AI partnerships,while 44%state that it is unlikely that they will face any consequences for their investments and/or acquisitions within the AI sector.The increased rollout of generative AI solution

25、s within search engines,particularly Google Search,has rung alarm bells among publishers concerned with a decline in referral traffic,with AI-generated answers negating the need for users to click through to a given publishers website,along with industry-wide sustainability concerns associated with

26、the use of these energy-intensive tools.Nearly half(44%)of those surveyed are highly concerned about AI overviews within Google Search,while only one-fifth state that the rollout will affect their business positively.Big tech and AIFirms across virtually all industries have been exploring AI solutio

27、ns to drive efficiencies within their businesses,and the big tech colossi are no exception to this.28%28%44%b LIKELY THEIR RELATIONSHIPS WILL BE FORCED TO CHANGEb THEY MAY ENCOUNTER SOME PROBLEMS,BUT NO SIGNIFICANT BLOCKSb UNLIKELY THEY WILL FACE ANY CONSEQUENCES FOR THESE RELATIONSHIPSExchangeWire

28、Digest:29/04/2403/05/247/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing fro

29、m the publishers.Copyright ExchangeWire L|Finally,in a finding that will surely have Google executives issuing a fabled“code yellow”,three-quarters(72%)of respondents believe that ChatGPT will overtake Google Searchs popularity,despite the latters current dominance in the market.Only one-fifth of re

30、spondents believe that Googles own AI efforts will help it retain the crown in search,not helped by the various nonsensical claims made by Googles AI-powered overviews,including mooted health benefits of taking a bath with a toaster(do not try that at home)and that the former Irish Taoiseach Leo Var

31、adkar is 2,716 feet tall(the same height as the Burj Khalifa).Figure 4:Concern surrounding Google Searchs new Al Overviews H1 2024Figure 5:Expectations on ChatGPT overtaking Google Searchs popularity globally20%20%36%72%44%8%of those surveyed are highly concerned about AI overviews within Google Sea

32、rch72%44%believe that ChatGPT will overtake Google Searchs popularityb NO CONCERN LIKELY TO BENEFIT FROM THE UPDATEb UNSURE/ROLLOUT WILL HAVE NO EFFECTb CONCERNED ABOUT THE IMPLICATIONS FOR BUSINESSExchangeWire Digest:03/06/2407/06/24b CHATGPT WILL OVERTAKE GOOGLEb UNSUREb CONTINUED AL-ENHANCEMENTS

33、BY GOOGLE WILL KEEP IT IN THE LEAD ExchangeWire Digest:20/05/2424/05/248/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieva

34、l system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Channels9/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any infor

35、mation storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 7:Importance of audio in media planning and buying H1 2024Given its rapid ad spend growth and multiple industry-wide initiatives throughout the first half of the year,it is per

36、haps unsurprising that CTV was predicted to be the most-trending ad format through 2024,with the majority(56%)citing it as being ahead of audio,DOOH/OOH,and video.However,despite much industry attention and hype surrounding CTV,audio is quietly cementing itself as a mainstay across media buys.A reso

37、unding 82%of respondents stated that audio is very important across media plans,compared with just 16%who stated that it is not a priority channel for their business.82%16%60%40%20%0%CTVVideoAudioPercentage of respondentsFigure 6:Most-trending ad format in 2024 H1 2024ExchangeWire Digest:04/03/2408/

38、03/24OOH56%13%16%16%b VERY IMPORTANT,ITS A PRIORITYb RELATIVELY IMPORTANTb NOT IMPORTANTExchangeWire Digest:25/03/2429/03/2410/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photo

39、copy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Cookie deprecation and Privacy Sandbox11/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any for

40、m or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 8:Ad tech preparedness for the loss of third-party cookies H1 2024Cookie deprecationThe dep

41、recation of the third-party cookie within Google Chrome,which currently commands 65%share of the internet browser market according to various estimates,was always going to dominate headlines across the industry in 2024,even before Google folded to regulatory pressure and announced the cookie would r

42、emain for now.Positively,the majority(55%)of ExchangeWire Digest readers stated that they were ready for the axing of the aged identifier(whenever it does come see below),with only 13%claiming that the sector needs to be more prepared.Given a number of challenges facing the replacement Privacy Sandb

43、ox protocols,including concerns raised by the UK competitions authority(CMA),Google announced in April that it would delay third-party cookie deprecation from its planned Q3 window to early next year.Reactions from readers as to whether they expected this delay were mixed,with nearly one-third(32%)c

44、aught off guard by the move,while almost half(49%)stated that it was only a matter of time due to the ongoing issues with Privacy Sandbox and wider antitrust action taking place against Google.55%32%13%55%of ExchangeWire Digest readers stated that they were ready for the axing of the third-party coo

45、kie within Chrome13%claiming that the sector needs to be more preparedb PREPAREDb STILL LEARNING AND ITERATINGb NOT PREPARED AD TECH WILL STRUGGLE ExchangeWire Digest:11/12/2315/12/2312/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any fo

46、rm or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 9:Reaction to delay of third-party cookie deprecation H1 2024Figure 10:Expectations of Goo

47、gle further delaying cookie deprecation H1 2024In terms of whether Google will further delay cookie deprecation into H2 2025 or beyond,respondents were more in agreement two-thirds of those surveyed believe that Google executives will not delay cookie deprecation any further,while only 17%claimed th

48、at Google is likely to retain the third-party cookie for a longer period of time.Whoever was in the 17%,congratulations!You are truly the forecasters of the future.In July,Google announced that the third-party cookie would remain,with users instead being offered a choice between cookie-based adverti

49、sing targeting,or its Privacy Sandbox APIs(at the time of writing it is unclear whether users will be offered a third option of opting out of both cookie-based targeting and Privacy Sandbox).32%17%19%17%49%66%b COMPLETELY SURPRISED BELIEVED THEY WOULD STICK WITH THE DEADLINEb MILDLY SURPRISED GOOGLE

50、 EXECUTIVES SEEMED MORE SERIOUS THIS TIMEb NOT AT ALL SURPRISED IT WAS ALWAYS A MATTER OF TIME ExchangeWire Digest:06/05/2410/05/24b WE CAN DEFINITELY EXPECT MORE DELAYSb MAYBE ANOTHER DELAY IS NEVER OUT OF THE QUESTIONb NO FURTHER DELAY TO COOKIE DEPRECATION EXPECTED13/29Published August 2024.All r

51、ights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 11:Pr

52、ivacy Sandbox testing status H1 2024Privacy sandboxDespite cookie deprecation looming in February,nearly three-quarters of respondents(73%)stated that they are not currently testing Privacy Sandbox APIs,with only a 15%subset of these planning to do so going forward.Positively,of those testing Privac

53、y Sandbox as of May,nearly half(48%)are now less concerned about the deprecation of third-party cookies as a result of that testing.However,almost one-third(32%)are becoming more concerned as a result of poor results with testing the APIs,a proportion which will surely need to be addressed to satisf

54、y both regulators and Google partners.27%58%15%Figure 12:Impact of Privacy Sandbox testing on cookie deprecation concerns32%48%20%b CURRENTLY TESTINGb PLANNING TO TESTb NOT TESTING NO PLANS TO TEST GOING FORWARD ExchangeWire Digest:05/02/2409/02/24b CONCERNS ABOUT THE COOKIELESS FUTURE HAVE DECREASE

55、D WITH PRIVACY SANDBOX TESTINGb CONCERNS ON COOKIE DEPRECATION HAVE NEITHER INCREASED NOR DECREASEDb ISSUES WITH PRIVACY SANDBOX ARE BECOMING MORE APPARENT ExchangeWire Digest:27/05/2431/05/2414/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted

56、in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Curation15/29Published August 2024.All rights reserved.No part of this publication may b

57、e reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 13:Use and importance of curation H1 2024of responden

58、ts either using,or planning to use,curation across their businessesof respondents stated that,despite its nascency,curation is essential for their business operations71%90%30%11%30%29%As the programmatic supply chain has become more convoluted over the years,both publishers and advertisers are looki

59、ng for more refined ways of buying and selling ads.Curation,which gives users direct access to supply side-inventory while leveraging programmatic technology to manage the buying and selling of ads,is therefore attracting a significant amount of attention across the industry.Surveyed ExchangeWire Di

60、gest readers are actively exploring curation,with 71%of respondents either using,or planning to use,curation across their businesses.Moreover,nearly one-third(30%)of respondents stated that,despite its nascency,curation is essential for their business operations.b CURRENTLY USING CURATION ITS ESSENT

61、IALb CURRENTLY USING CURATION ITS RELATIVELY IMPORTANT AND FITS INTO BUSINESS STRATEGYb NOT CURRENTLY USING CURATION,BUT ARE INTERESTED IN USING IT IN THE FUTUREb NOT CURRENTLY USING CURATION,AND ARE NOT INTERESTED IN USING IT IN THE FUTURE ExchangeWire Digest:01/07/2405/07/2416/29Published August 2

62、024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|ESG

63、17/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyr

64、ight ExchangeWire L|Figure 14:Measurement of environmental impact H1 2024of respondents are currently measuring their environmental impact.have implemented measures to reduce the environmental impact of their business74%64%74%13%13%In a positive finding as the importance of reducing carbon emissions

65、 across the programmatic supply chain becomes clearer,almost three-quarters(74%)of respondents are currently measuring their environmental impact.Moreover,nearly two-thirds(64%)of respondents have implemented measures to reduce the environmental impact of their business,aided by the proliferation of

66、 both specialist service providers and the rollout of tools within established platforms to reduce the carbon load of programmatic campaigns while retaining,or indeed improving,efficiency.b CURRENTLY MEASURING ENVIRONMENTAL IMPACTb UNSURE/DO NOT WISH TO DISCLOSEb NOT CURRENTLY MEASURING ENVIRONMENTA

67、L IMPACT ExchangeWire Digest:15/01/202419/01/202418/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prio

68、r permission in writing from the publishers.Copyright ExchangeWire L|Figure 15:Implementation of measures to reduce environmental impact H1 2024Finally,a resounding 86%of respondents stated that social corporate responsibility,encompassing critical areas including environmental and ethical responsib

69、ility,is a priority within their business.22%14%64%Figure 16:Prioritisation of social corporate responsibility H1 20246%86%8%b IMPLEMENTED MEASURES TO REDUCE ENVIRONMENTAL IMPACTb UNSURE/DO NOT WISH TO DISCLOSEb HAVE NOT IMPLEMENTED MEASURES TO REDUCE ENVIRONMENTAL IMPACT ExchangeWire Digest:22/01/2

70、426/01/24b SOCIAL CORPORATE RESPONSIBILITY IS PRIORITISEDb UNSURE/DO NOT WISH TO DISCLOSEb SOCIAL CORPORATE RESPONSIBILITY IS NOT PRIORITY ExchangeWire Digest:12/02/2416/02/2419/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by

71、 any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Fraud20/29Published August 2024.All rights reserved.No part of this publication may be reproduced or tran

72、smitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 17:Implementation of measures to reduce fraud H1 2024of respondents state

73、d that they have implemented measures to mitigate against advertising fraudproportion of respondents that have not implemented measures to reduce fraud represents a small minority76%12%76%12%12%Encouragingly,as industry conversations have reignited around fraud,inventory quality,and made-for-adverti

74、sing sites(MFAs),as a result of reports released by the likes of Adalytics and the Check My Ads Institute,over three-quarters(76%)of respondents stated that they have implemented measures to mitigate against advertising fraud.However,while the 12%proportion of respondents that have not implemented m

75、easures to reduce fraud represents a small minority,further efforts must be made to ensure anti-fraud measures are rolled out industry-wide,given the deleterious effects this can have across the entire supply chain especially in nascent arenas which are attracting a higher proportion of media spend

76、such as CTV.b IMPLEMENTED MEASURES TO REDUCE FRAUDb UNSUREb HAVE NOT IMPLEMENTED MEASURES TO REDUCE FRAUD ExchangeWire Digest:29/01/2402/02/202421/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechan

77、ical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Social media22/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or b

78、y any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 18:Replacement of traditional search engines by social media platforms H1 2024Figure 19:Should so

79、cial media platforms be doing more to eradicate misinformation on their platforms?H1 2024In a year heavily laden with elections,including the highly contentious race for the White House,there is a fairly even split between those that believe social media platforms should be doing more to eradicate m

80、isinformation on their platforms(48%),and those that believe that no further action needs to be taken(52%),either as they already have sufficient measures in place,or that the responsibility to identify misinformation instead lies with the user.15%28%68%48%17%24%b SOCIAL MEDIA PLATFORMS WILL REPLACE

81、 TRADITIONAL SEARCH ENGINESb SOCIAL MEDIA PLATFORMS CAN POTENTIALLY REPLACE TRADITIONAL SEARCH ENGINESb SOCIAL MEDIA PLATFORMS WILL NOT REPLACE TRADITIONAL SEARCH ENGINES ExchangeWire Digest:10/06/2414/06/24b YES,THEY NEED TO INTRODUCE MORE SAFETY MEASURESb NO,THE BIG PLATFORMS HAVE ENOUGH MEASURES

82、IN PLACEb NO,THE RESPONSIBILITY TO FACT CHECK LIES WITH INDIVIDUALS ExchangeWire Digest:17/06/2421/06/24According to the strength of feeling from our audience,not only will generative AI solutions outcompete traditional search engines(see big tech and AI),but search engines will also be replaced by

83、search functionality within social media platforms,with over two-thirds(67%)believing this will come to fruition.23/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,record

84、ing or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 20:Opinion on New York ban on addictive social media feeds for children H1 202420%54%26%b NEGATIVE THE GOVERNMENT SHOULDNT REGULATE SOCIAL MEDIA ALGORITHMS AS C

85、LOSELYb POSITIVE SOCIAL MEDIA PLATFORMS ARE USING DANGEROUSLY ADDICTIVE ALGORITHMSb POSITIVE HOWEVER THE MOVE IS NOT ENOUGH,SOCIAL ALGORITHMS SHOULD BE MADE LESS ADDICTIVE FOR ALL USERSSimilarly,following New York Governor Kathy Hochul signing a duo of bills in June with the intent of mitigating aga

86、inst the negative impacts of social media algorithms on children,the ExchangeWire audience was divided on whether the government should(46%),or should not(54%),regulate these algorithms to prevent addiction.of respondents stated that they believe the government should regulate these algorithmsof res

87、pondents stated that they believe the government should not regulate these algorithms46%54%ExchangeWire Digest:24/06/2428/06/2424/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including ph

88、otocopy,recording or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 21:Opinion on whether TikTok will be banned in the US H1 2024Figure 22:Predicted success of TikTok Notes H1 2024TikTokDespite the signing of legis

89、lation that mandates that TikTok be banned in the US,unless Chinese parent ByteDance divests of the platform(a move which Beijing is known to oppose),the majority(58%)of respondents believe that the short-form video app is set to continue on American soil going forward.58%8%29%44%13%48%b TIKTOK WILL

90、 BE BANNED IN THE USb UNSUREb TIKTOK WILL BE NOT BANNED IN THE US ExchangeWire Digest:18/03/2422/03/24b VERY SUCCESSFUL IT COULD OVERTAKE INSTAGRAM IN THE FUTUREb IT WILL GAIN MOMENTUM BUT PROBABLY NEVER OVERTAKE INSTAGRAMb ITS UNLIKELY TO GAIN A HUGE NUMBER OF USERS ExchangeWire Digest:18/03/2422/0

91、3/24Staying with TikTok,the firm rolled out its photo-sharing app Notes in the Australian and Canadian markets in April,placing it as a potential rival to Meta-owned Instagram.Despite leading in the short-form video space,over half(56%)of those surveyed believe that it will be unable to overtake Ins

92、tagram in the photo-sharing department.25/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permissi

93、on in writing from the publishers.Copyright ExchangeWire L|Sports26/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval sys

94、tem,without prior permission in writing from the publishers.Copyright ExchangeWire L|Figure 23:Forecast change in overall advertising budgets H1 2024Figure 24:Forecast change in sports advertising budgets 2024By stark contrast,61%of respondents stated that their sports marketing budgets would increa

95、se over the course of 2024.While this increase can undoubtedly be attributed to in part by the 2024 Olympic Games,alongside UEFA Euro 2024(Its comin home),2023 was hardly a fallow year for sports advertising,with marquee events including the Cricket World Cup,Rugby World Cup,and FIFA Womens World Cu

96、p.17%7%21%62%61%32%b AD SPEND WILL GROW IN 2024b AD SPEND WILL STAY THE SAME THROUGH 2024b AD SPEND WILL BE REDUCED IN 2024 ExchangeWire Digest:01/01/2405/01/24b SPORTS ADVERTISING BUDGETS WILL INCREASE IN 2024b SPORTS ADVERTISING BUDGETS WILL NOT CHANGE IN 2024b SPORTS ADVERTISING BUDGETS WILL DECR

97、EASE IN 2024 ExchangeWire Digest:19/02/2423/02/24Overall,advertising budgets are set to remain static throughout the year according to ExchangeWire Digest readers,countering some of the optimism reported in recent editions of the IPA Bellwether report,with 62%reporting no change in overall ad budget

98、s through 2024.27/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the p

99、ublishers.Copyright ExchangeWire L|Figure 25:Importance of marketing campaigns around major sporting events for brand/clients H1 2024Interestingly,there is a clear division in how marketers are purchasing inventory around sports events.Almost half(49%)buy the majority of their sporting inventory dir

100、ect from publishers(e.g.sponsorship deals with tournament organisers,direct-sold ads from broadcasters),with a similar proportion buying via biddable CTV or via the open web.Remarkably,only 5%of respondents are operating a mixed strategy of both direct and biddable.b THEY ARE ESSENTIAL,MANY CAMPAIGN

101、S ARE CENTRED AROUND SPORTING EVENTSb THEY FORM PART OF MARKETING CALENDARb DO NOT MARKET AROUND SPORTING EVENTS ExchangeWire Digest:08/04/2412/04/2024Furthermore,half of those surveyed described sporting events as“essential”for their marketing campaigns,while only one-fifth stated that they do not

102、market around sporting events.This speaks volumes to the ever-increasing popularity of sports,in particular womens sporting events,as well as its appeal to advertisers.This in turn is down to a multitude of factors,such as the unscripted narratives within tournaments and contests,as well as the sync

103、hronisation of customer engagement,a comparative rarity in the days of binge-watching shows in a single sitting and catch-up TV.20%50%30%50%40%30%20%10%0%Mostly direct via publishersMostly via biddable CTV/the open webDirect/biddable mixPercentage of respondentsFigure 26:Route of buying sports inven

104、tory H1 2024ExchangeWire Digest:01/04/2405/04/202449%46%5%28/29Published August 2024.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,wit

105、hout prior permission in writing from the publishers.Copyright ExchangeWire L|About ExchangeWireExchangeWire provides news and analysis on the business of media,marketing and commerce with a specific focus on data and technology.We offer actionable market intelligence on the trends and innovations t

106、hat are shaping the media,marketing and commerce industries.Were always interested in any technology and business-related news globally,and in particular across EMEA and APAC.Relevant companies are encouraged to get in touch.Were also interested in hearing from PR people working with companies in any of the areas named above.For more information,please visit 29/29