The Mediaocean 2024 Advertising Outlook Report is here, offering timely insights into the marketing landscape for the upcoming year. Based on data collected from over 1,000 industry professionals, the research reveals a persistent creative-media gap, indicating a critical area for improvement.
When asked to assess their media and creative efforts, 89% of respondents said they lack fully synchronized processes and technologies. This data aligns with our September 2023 survey where 85% of marketers reported a gap between creative and media execution.
This gap has significant implications for marketers, leading to siloed teams, inefficient processes, and repetitive messaging that hampers consumer responsiveness. A lack of creative intelligence also creates hurdles in learning what content resonates. Implementing independent ad tech platforms designed to enhance relevance across digital channels is essential to address these challenges. In so doing, marketers benefit from unified, omnichannel workflow, encompassing the entire process from creative development to media delivery.
In the year ahead, activating campaigns consistently across devices, formats, and ecosystems is imperative. A comprehensive Creative Ad Tech stack, like Flashtalking, seamlessly integrates with existing platforms and fosters collaboration, empowering teams to bridge the creative-media gap effectively.
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Download the Mediaocean 2024 Advertising Outlook Report to discover additional marketing trends poised to shape the year ahead including ad spend, generative AI, CTV, and so much more.
