Marketers have expressed cautious optimism looking ahead to 2024, with 60% of respondents in a new survey saying they plan to increase their ad budgets next year.
Just 29% of respondents last year said they were expecting to increase their media budgets in 2023.
Of the remaining 40% of those surveyed, roughly one-third (33%) said they intended to maintain their 2023 budgets into 2024.
Meanwhile, print, linear TV, and radio were all likely to decline in their share of most marketers' budgets in 2024, according to the report.
Around a third of advertisers said they plan to conduct log-level analysis of the programmatic supply chains in 2024 and 2025, according to the report.
Persons:
Stephan Loerke, it's, we'll
Organizations:
World Federation, Retailers, CTV