Marketers Boost Upfront Spending: Digiday+ Research Insights

May 16, 2024 at 5:11:55 AM

Marketers Boost Upfront Spending: Digiday+ Research Insights

The Digiday+ Research Briefing reveals trends in advertising spend, metrics used for ad campaign success on streaming platforms, and investment in programmatic ads.

  • Upfront Spending: 51% of marketers plan to allocate some budget to the upfront marketplace, an increase from 37% in 2023 and 29% in 2022. 48% of marketers plan to increase their upfront spend in 2024 compared to 2023. The majority of upfront spending will be on streaming platforms rather than TV networks. Nielsen will be the primary measurement provider for the upfront event.

  • Streaming Ad Inventory: The scarcity of streaming ad inventory is less of a concern for marketers. Impressions and engagement continue to be the top success metrics on streaming services like YouTube, Prime Video, and Hulu. The cost of media and lack of scale are the main challenges faced by advertisers on ad-supported streaming services.

  • Programmatic Advertising: Programmatic advertising remains a significant part of brands' and retailers' ad budgets. 77% of brand and retailer professionals use programmatic site display ads, and 80% of agency retailers said the same of their clients. However, the percentage of agency clients spending a lot on programmatic has been trending downward.

The research is based on data collected from Digiday's proprietary audience of publisher, agency, brand, and tech insiders.

Q&A

Have more questions on this topic? Ask our AI assistant for in-depth insights.

The Only Digital Marketing Feed You'll Ever Need.

Stay informed your way. Tailored updates when and how you want them. 100% Free.

10,000+ Users

500+ Sources

1000+ Tools

Or

Related Posts

Google Ad Manager Launches New Sellside Audience Curation Capabilities for Agencies

Google Ad Manager Launches New Sellside Audience Curation Capabilities for Agencies

Google
Google

Official Source

Official Source

Google is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Ad Manager Update Bulk Category Mapping, Customizable Workspaces

Google Ad Manager Update Bulk Category Mapping, Customizable Workspaces

Google
Google

Official Source

Official Source

Google is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Spotify Partners with Trade Desk to Launch New Ad Exchange for Video Ads

Spotify Partners with Trade Desk to Launch New Ad Exchange for Video Ads

Top-Notch Google Analytics Audit Tool

Top-Notch Google Analytics Audit Tool

Sponsored
GA4 Auditor
GA4 Auditor

Verified Sponsor

Verified Sponsor

GA4 Auditor is a Verified Sponsor. Want to get featured here? Contact us.

Verified Sponsor
Taboola Launches Abby, AI Assistant to Simplify and Speed Up Advertising Campaigns

Taboola Launches Abby, AI Assistant to Simplify and Speed Up Advertising Campaigns

Taboola
Taboola

Official Source

Official Source

Taboola is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Announces Deprecation of Real-time Bidding Protocol and Transition to OpenRTB

Google Announces Deprecation of Real-time Bidding Protocol and Transition to OpenRTB

Google for Developers
Google for Developers

Official Source

Official Source

Google for Developers is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Outbrain Acquires Teads for $1 Billion in Major Ad Tech Deal Trending ️‍🔥

Outbrain Acquires Teads for $1 Billion in Major Ad Tech Deal

IAS Expands Quality Attention to Mobile In-App, Enhances Accuracy and Coverage

IAS Expands Quality Attention to Mobile In-App, Enhances Accuracy and Coverage

Related Tools

GA4 Auditor logo

GA4 Auditor

Verified Tool

Verified Tool

GA4 Auditor is a Verified Tool. Want to get this badge? Contact us.

Verified Tool

Automated GA4 audits with actionable insights

Get Featured Here

Showcase your tool in this list.

Contact Us