ariMarketing News
Sunday, June 1, 2025
Want Traffic?
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
ariMarketing News
No Result
View All Result
  • Marketing
  • Social Media
  • SEO
  • Entrepreneurship
  • AI
  • Graphic Design
  • Public Relations
  • Sales Conversion
  • Website Development
  • Traffic/Lead Generation
  • Videos
Home Marketing Video Marketing

Data-driven marketing investments to top $36B in 2024, report finds

January 22, 2024
in Video Marketing
114 1
A A
0
22
SHARES
717
VIEWS
Share on FacebookShare on Twitter

  • U.S. spending on marketing and promoting will grow 10.7% this 12 months to reach $570 billion, according to the 18th annual forecast from consultancy Winterberry Group.  
  • The growth rate is greater than double what was seen in 2023, a period weighed down by macro pressures. Investments in political promoting, connected TV (CTV) and connected commerce, an umbrella term that features retail media, will boost the industry in 2024. 
  • Amid the death of the cookie, marketers will run experiments with alternatives like first-party identity solutions, resulting in a boom for the data-driven marketing segment. Obsessions with generative artificial intelligence (AI) and machine learning (ML) will likely be one other theme at the same time as consumer appetites are an open query.

Winterberry Group is aligned with other forecasters in believing 2024 will likely be a more vibrant 12 months for ad spending than 2023 while noting that robust top-line growth doesn’t tell the complete story. Case in point: the upcoming election cycle, which can provide a boon for media owners, including in the beleaguered offline arena, but give consumer brands pause as they give the impression of being to avoid getting twisted up in divisive rhetoric and focus as a substitute on more targeted efforts. 

The upshot is that creativity will likely be impacted in the months ahead, echoing a staid 2023, while local promoting prices could rise in a cluttered environment for inboxes and airtime. The consultancy expects political ad spending to reach $17 billion in 2024, accounting for roughly 30% of total growth this 12 months. Tailwinds from political campaigns also mask that underlying growth trends are stabilizing after a wild few pandemic years.   

Many key channels are undergoing transformation that can bring ups and downs for brands and publishers alike. The live sports space, one in every of the last “moats” around linear TV, is jumping to the streaming arena, as evidenced by Amazon’s recent take care of regional operator Diamond Sports Group. CTV spending is anticipated to grow over 30% YoY in 2024 to hit $33.1 billion as advertisers chase emerging opportunities and a proliferation of ad-supported options. 

Networks will respond to these shifts by taking a more disciplined approach to dealmaking, bundling linear and digital buys together and providing higher audience-targeting tools, according to Winterberry Group. Blurring lines between linear and digital will still deliver measurement headaches, with greater than half (53%) of surveyed TV advertisers citing a scarcity of common metrics across channels as a top challenge. Pains stemming from data silos were a prevalent theme in Winterberry Group’s findings. 

Attempts to tackle cookie deprecation will buoy data-driven marketing but could divide marketers’ attention from fraud, waste and transparency problems. One rising juggernaut is connected commerce, a bucket that encompasses retail media networks. A bigger profile for the channel comes with increased complexity around measurement and media buying, a pain point that could possibly be solved by investments in areas like ML and AI, per Winterberry Group.  

“Investment in data-driven channels will flourish in 2024, with spending on data, data services and data infrastructure predicted to top $36 billion — representing a 13.9% increase from last 12 months,” said Bruce Biegel, Winterberry Group’s senior managing partner, in a press release attached to the report. “We consider the market is poised to reclaim much of the expansion momentum that’s been lacking for much of the last 12 months.” 

The chase to realize marketing use cases for shiny generative AI tech could also outstrip consumer interest and clash with governance concerns around personal data handling. Just half (51%) of surveyed consumers have tried out software like OpenAI’s ChatGPT and DALL-E, suggesting media hype is ahead of adoption, with Winterberry Group eyeing 2026 as a more likely window for correct acceleration for the category.

Read the complete article here

Subscribe to our mailing list to receives daily updates!

We won't spam you

Previous Post

Hyatt global brand platform invites travelers to ‘Be More Here’

Next Post

The brand loyalty paradox: 3 “contradictory” marketing tips to build a better brand

Related Posts

Coke pushes Gen Z to ditch digital noise and embrace summer fun
Video Marketing

Coke pushes Gen Z to ditch digital noise and embrace summer fun

May 27, 2025
Why McCain Foods made an AR mobile game to teach regenerative farming
Video Marketing

Why McCain Foods made an AR mobile game to teach regenerative farming

May 22, 2025
Pepsi crashes barbecues to rid them of Coke in latest stunt
Video Marketing

Pepsi crashes barbecues to rid them of Coke in latest stunt

May 15, 2025
How Warner Bros. Discovery is letting brands tap ‘newstalgia’ for its IP
Video Marketing

How Warner Bros. Discovery is letting brands tap ‘newstalgia’ for its IP

May 14, 2025
Amazon launches AI-powered contextual ads at 2nd blockbuster upfront
Video Marketing

Amazon launches AI-powered contextual ads at 2nd blockbuster upfront

May 13, 2025
Inside NBCUniversal’s all-singing, all-dancing pitch to advertisers
Video Marketing

Inside NBCUniversal’s all-singing, all-dancing pitch to advertisers

May 12, 2025
Leave Comment

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

Latest Articles

Kinder Chocolate lets kids’ imaginations run wild in new campaign

Kinder Chocolate lets kids’ imaginations run wild in new campaign

May 30, 2025
Old Navy shows off activewear with Lindsay Lohan in ‘80s-inspired spot

Old Navy shows off activewear with Lindsay Lohan in ‘80s-inspired spot

May 30, 2025
Sprite targets ads around scorching temps for global summer campaign

Sprite targets ads around scorching temps for global summer campaign

May 29, 2025
Marketing to Gen Alpha: How brands can win over the next generation

Marketing to Gen Alpha: How brands can win over the next generation

May 29, 2025
Droga departs Accenture Song CEO post at fluid moment for creativity

Droga departs Accenture Song CEO post at fluid moment for creativity

May 28, 2025

Latest Marketing and Entrepreneurship news and articles from the most trusted sources, follow us to get the latest news and tips directly to your inbox.


Learn more

Sections

  • Artificial Intelligence
  • B2B Marketing
  • B2C Marketing
  • Content Marketing
  • Digital Marketing
  • Email Marketing
  • Entrepreneurship
  • Graphic Design
  • Mobile Marketing
  • Public Relations
  • Sales Conversion
  • SEO
  • Social Media
  • Traffic/Lead Generation
  • Uncategorized
  • Video Marketing
  • Videos
  • Website Development

Newsletter

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

  • Privacy
  • Terms
  • Press Release
  • Advertise
  • Contact

© 2022 ariMarketing - All rights reserved.

No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation

© 2022 ariMarketing - All rights reserved.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.