Mediaocean：2024娱乐广告展望报告（英文版）

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Entertainment Advertising

Outlook Report

Key insights on marketing trends that will impact the coming year,

with data gathered from leading industry professionals.

April 2024

Thank you for reading Mediaocean’s 2024

Entertainment Advertising Outlook Report.

These insights reect input from our

customers and partners, focused on key

consumer and technology trends along

with projected media investments.

We primarily surveyed marketers and

agencies, with the most recent data

points used in this research based on

surveys conducted in November 2023.

Introduction

In the dynamic world of advertising, understanding broader

trends that dictate media spend is crucial for informed

decision-making. Our research indicates a wave of optimism

sweeping across the industry for 2024.

Marketers are gearing up for an active year, with a substantial

majority expressing their intent to either maintain or increase

their spending in every channel. The only channels with

more respondents indicating they are decreasing investment

compared to increasing are Print and TV. Clearly this is a

commitment among the entertainment advertising community

to a diverse mix of media channels, and we’ve seen a focus on

omnichannel execution emerge over the past few years across

all industries.

While every channel holds its own signicance, certain

platforms are poised for exceptional growth. For entertainment

marketers, digital display/video, social media, and search

emerge as the frontrunners, seeing a continued surge in

investment that mirrors consumer engagement and time spent.

In 2024, 72% of survey-takers in this sector are planning to

increase digital display/video spending, 67% for social media,

and 56% for search. Meanwhile, the number of entertainment

marketers maintaining their investments in these channels are

24%, 29%, and 41%, respectively.

Macro ad spend

trends reect

entertainment

industry optimism For each media channel below, do you expect to increase,

decrease, or maintain your spend in 2024?

ENTERTAINMENT

Source: Mediaocean 2024 Market Outlook Report

Methodology: Survey of 151 marketing professionals in the Entertainment industry conducted through TechValidate in November, 2023.

Retail media

Social platforms

Digital Display/Video

OOH/DOOH

Radio/Audio

Connected TV

Local TV

National TV

43%

54%

4% 29%

67%

3% 41%

56%

4% 24%

72%

11%

60%

29%

22%

47%

31%

45%

50%

10% 34%

56%

32%

58%

10%

29%

57%

14%

Decrease Maintain Increase

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摘要：

EntertainmentAdvertisingOutlookReportKeyinsightsonmarketingtrendsthatwillimpactthecomingyear,withdatagatheredfromleadingindustryprofessionals.April20242©2024MediaoceanThankyouforreadingMediaocean’s2024EntertainmentAdvertisingOutlookReport.Theseinsightsreflectinputfromourcustomersandpartners,focusedo...

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