This Week In Digital Advertising Data (October 6th 2023)

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

  • Marketers at enterprise-level companies (500+ employees) don’t seem to be too concerned with levels of ad fraud, though, per research from Ascend2 in partnership with OMI. When asked to rate their level of concern about digital ad fraud/bots wasting ad spending and/or impacting their ROI, a majority (61%) said they were “somewhat concerned,” compared with 23% share who are “very concerned.” Only 1 in 7 (14% share) are not concerned with ad fraud. Yet ad fraud concerns pale in comparison to other digital display advertising challenges, per the report. When asked to cite the most significant challenges regarding digital display advertising, fewer than 1 in 5 (18% of) respondents pointed to ad fraud and invalid traffic, placing this issue at the bottom of the list.
  • Marketers value the customer engagement potential of various social media platforms, and are more likely to track engagement metrics than any other social media metric. Indeed, a study from Sprout Social finds that 74% of VPs and Executives, along with 79% of Strategists, Managers and Directors, regularly track engagement metrics such as likes, shares and comments.
  • RMN ad spend expected to soon surpass linear TV ad spend in the US, and globally, it’s predicted to capture more than 1 in every 8 advertising dollars (13.3% share) this year. A report from the IAB, in partnership with BWG Strategy, indicates that RMN ad buyers expect to increase their spending by an average of 11% this year, with RMNs occupying fully 28% of their ad spend. So what are the top reasons for investing in retail media advertising? Among the 200 RMN ad buyers surveyed, the most oft-cited reason for investing is the ability to reach new/incremental audiences, as noted by 55% of respondents. This has also been cited as a key RMN selection criterion in other research. Find out more in the report!


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