Mediaocean：2023年年中广告业展望报告（英文版）（12页）.pdf

1、Publication Date:May 31,20232023 Mid-Year Advertising OutlookUsing survey data gathered from 700+leaders across brand marketers,advertising agencies,tech companies,and media providers,this report features insights on media trends set to impact the second half of the year and early 2024.2 2023 Mediao

2、ceanIntroduction.3Foreword by Joanna OConnell.4Executive Summary.5Insight#1:Generative AI is the dominant consumer trend.6Insight#2:Spending in social continues to increase.7Insight#3:Creative testing becomes more critical.8Insight#4:CTV reach&frequency concerns intensify.9Insight#5:Overall industry

3、 stabilization.10Conclusion and Methodology.11About Mediaocean.12Table of contents3 2023 MediaoceanThank you for reading Mediaoceans 2023 Mid-Year Advertising Outlook Report.These insights reflect input from more than 700 customers and partners,focused on key media and technology trends,along with p

4、rojected marketing investments.We primarily surveyed marketers and agencies but also included perspectives from media companies,measurement firms,tech platforms,and other industry cohorts.This market research report is the fourth in our series published bi-annually since the end of 2021.Introduction

5、4 2023 MediaoceanForeword by Joanna OConnellThis go round,AI stole the spotlight in respondents minds.And rightly so.The advances in AIand the speed at which they are happeningare astonishing.ChatGPT,an application of generative AI,burst onto the scene just six months ago and has inexorably changed

6、our lives forever.Why?Because this genie is out of the bottle.And while it may sound hyperbolic,I dont think it is.The ways in which regular consumers are using tools like ChatGPT(text generation)and Dall-E(image generation)are bound only by humans ability to imagine.What does that mean for marketin