2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2024 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.
This study provides:
- A view into overall ad spend as well as at the channel level
- A perspective on industry challenges and growth strategies
- Insights into planning timeframes and ad supply chain sustainability practices
Key findings include:
- Buyers project to increase their ad spend 9.5% in 2024 vs. 2023.
- Buyers’ top goals . . .
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