This Week In Digital Advertising Data (February 9th 2024)

Let’s see what this week’s numbers say about online advertising, shall we?

  • 62% of advertisers expect to increase their investment in programmatic this year, more than 10 times the share (6%) who intend to cut back on their investment in programmatic advertising. This is according to a recent Comscore report that surveyed almost 200 advertising decision-makers at brands, agencies and publishers who oversee programmatic advertising at their company.
  • B2B marketers in the US seem somewhat satisfied with their lead generation process, and are reporting moderate success in meeting their goals, according to an Integrate Pipeline360 study & Demand Metric. 53% of respondents from the US said they feel that the average quality of leads they generate is either very high or high (44%). When it comes to lead quantity, only 1 in 8 (12%) feel that they generate more than enough leads, while a plurality (43%) tab their quantity as enough. That leaves almost half (45%), though, who feel that they’re generating either slightly less than enough (37%) or significantly less than enough (8%).
  • 76% of digital advertisers expect to spend more on social media advertising this year than last, according to a recent report  from Interestingly, only one-third will invest more in digital advertising tools and technology, despite an apparent need to better manage these tools. When asked their biggest pain points for digital advertising in 2024, 78% pointed to the challenge of ensuring they have the right tools in place to execute their strategies successfully. This seems to be a greater problem than an over-abundance of tools, as fewer than one-quarter said that juggling and managing too many tools will be among their biggest pain points this year. Beyond getting the right tools in place, the next-most widespread issue for digital advertisers is managing a growing number of channels and platforms, as cited by athe 66%.
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