美國程序廣告市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

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TRENDSProgrammaticadvertisingintheUnitedStatesCHAPTER

01OverviewGlobalprogrammaticadvertisingspendingfrom2017to2026(inbillionU.S.dollars)Programmaticadspendworldwide2017-2026800700600500400300724.84673.1616.85557.56493.16418.38329.27286.57242.872018187.83201720010002019202020212022*2023*2024*2025*2026*4Description:Accordingtothelatestestimates,programmaticallysoldadvertisingwasworth418billionU.S.dollarsin2021.Thisfigureisexpectedtoreach725billionby2026.ReadmoreNote(s):Worldwide;2017to2021;*Forecast.ReadmoreSource(s):Changeinprogrammaticadvertisingspendingworldwidefrom2018to2026Programmaticadspendgrowthworldwide2018-202635%29%30%25%20%15%10%5%28%18%18%15%13%11%9%7%0%20182019202020212022*2023*2024*2025*2026*5Description:In2021,globalprogrammaticadvertisingspendinggrewby28percentonthefiguresreportedfor2020.Indollarvalues,itwouldsignifyanincreasefrom329to418billionU.S.dollars.

ReadmoreNote(s):Worldwide;2017to2021;*Forecast.ReadmoreSource(s):Leadingprogrammaticadvertisingmarketsworldwidein2021,byspending(inbillionU.S.dollars)Largestprogrammaticmarketsworldwide2021SpendinginbillionU.S.dollars80

1000204060120140160180UnitedStatesChina167.1109.48UnitedKingdomJapan24.0116.55GermanyCanada10.519.49AustraliaFranceSouthKoreaItaly8.087.896.363.96BrazilRussia3.753.5Spain3.4NetherlandsMexico2.972.616Description:In2021,theUnitedStateswasthelargestprogrammaticadvertisingmarketworldwide,withaspendingestimatedat167billionU.S.dollars,followedbyChinaandtheUnitedKingdom,with109.5billionand24billion,respectively.ReadmoreNote(s):Worldwide;2021Source(s):ProgrammaticadvertisingspendingintheUnitedStatesfrom2017to2026(inbillionU.S.dollars)ProgrammaticadspendingintheU.S.2017-2026350300250200291.9270.47247.52223.58197.87167.1150135.53116.9996.6710050075.25201720182019202020212022*2023*2024*2025*2026*7Description:In2021,programmaticadvertisingspendingintheUnitedStatesstoodat167billionU.S.dollars.Onthegloballevel,theexpenditureamountedto418billion.ReadmoreNote(s):UnitedStates;*Forecast.ReadmoreSource(s):ChangeinprogrammaticadvertisingspendingintheUnitedStatesfrom2018to2026ProgrammaticadspendgrowthintheU.S.2018-202630%25%20%15%10%5%28.47%23.29%21.02%18.42%15.84%13%10.71%2024*9.27%2025*7.92%2026*0%20182019202020212022*2023*8Description:In2021,programmaticadvertisingspendingintheUnitedStatesincreasedbymorethan23percentonthefiguresreportedfor2020.Theglobalmarketvaluesgrewby27percentinthesameperiod.

ReadmoreNote(s):UnitedStates;*Forecast.ReadmoreSource(s):Changeinprogrammaticadvertisingcost-per-mille(CPM)intheUnitedStatesinselectedmonthsbetweenOctober2021andDecember2022MonthlyprogrammaticadCPMgrowthintheU.S.2021-202220%15%10%14%5%6%5%4%2%0%-5%-1%-2%-8%-11%-10%-15%October2021

December2021March2022April2022May2022August2022October2022

November2022

December20229Description:InDecember2022,programmaticadvertisingcost-per-mille(CPM)intheUnitedStatesdecreasedbyeightpercentcomparedtothevaluereportedinNovember2022.InDecember2021,thecostincreasedbytwopercentincomparisontothevaluefromNovember2021.ReadmoreNote(s):UnitedStates;October2021toDecember2022Source(s):AdomikChangeinprogrammaticadimpressionsintheUnitedStatesinselectedmonthsbetweenOctober2021andDecember2022MonthlyprogrammaticadimpressionsgrowthintheU.S.2021-202210%10%8%6%4%2%0%7%7%5%4%3%3%2%1%October2021

December2021March2022April2022May2022August2022October2022

November2022

December202210Description:InDecember2022,thenumberofprogrammaticadimpressionsinUnitedStatesincreasedbythreepercentcomparedtothevaluereportedinNovember2022.InDecember2021,thenumbergrewbyfourpercentincomparisontothevaluefromNovember2021.ReadmoreNote(s):UnitedStates;October2021toDecember2022Source(s):AdomikCHAPTER

02DisplayProgrammaticdigitaldisplayadvertisingspendingintheUnitedStatesfrom2018to2024(inbillionU.S.dollars)ProgrammaticdisplayadspendingintheU.S.2018-2024180160140168.02148.83127.34114.712010080604020082.3665.51201950.192018202020212022*2023*2024*12Description:In2022,advertisersintheUnitedStateswereprojectedtospendmorethan127billionU.S.dollarsonprogrammaticdigitaldisplayadvertising.By2024,expendituresareexpectedtoincreasetoover168billionU.S.dollars.

ReadmoreNote(s):UnitedStates;2018to2021;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceChangeinprogrammaticdigitaldisplayadvertisingspendingintheUnitedStatesfrom2018to2024ProgrammaticdisplayadspendgrowthintheU.S.2018-202445%39.3%40%35%35%30%25%20%15%10%5%30.5%25.7%16.9%2023*12.9%2024*11%0%20182019202020212022*13Description:In2022,programmaticdigitaldisplayadvertisingspendingintheUnitedStateswasforecasttogrowby11percentonthefiguresreportedfor2021.Indollarvalues,itwouldsignifyanincreasefrom114.7to127.3billionU.S.dollars.

ReadmoreNote(s):2018to2021;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceShareofprogrammaticindigitaldisplayadvertisingspendingintheUnitedStatesfrom2018to2024ShareofprogrammaticindisplayadspendintheU.S.2018-2024100%91.1%91.5%90.2%89.3%88.1%90%80%70%60%50%40%30%20%10%0%86.4%83.6%20182019202020212022*2023*2024*14Description:In2022,theshareofprogrammaticindigitaldisplayadvertisingspendingintheUnitedStateswasprojectedtostandat90.2percent.TheprogrammaticdigitaldisplayadmarketintheU.S.wasestimatedat127.3billionU.S.dollarsthatyear.

ReadmoreNote(s):2018to2021;*Forecast.ReadmoreSource(s):eMarketerDistributionofprogrammaticdigitaldisplayadvertisingspendingintheUnitedStatesfrom2019to2023,bydeviceProgrammaticadspendintheU.S.2019-2023,bydeviceMobileDesktop/laptopConnectedTV(CTV)120%100%80%60%40%20%0%5.6%20%7.5%9.7%11.6%12.8%13.5%11.2%16.5%14.4%75.9%202075.9%202175.6%2022*75.4%2023*74.4%201915Description:In2022,75.6percentofprogrammaticdigitaldisplayadvertisingspendingintheUnitedStateswasexpectedtobeinvestedinmobileads;desktopwasforecasttoaccountfor12.8percentandconnectedTV(CTV)for11.6percent.

ReadmoreNote(s):UnitedStates;2019to2021;*Forecast.ReadmoreSource(s):eMarketerWalledgardenprogrammaticdigitaldisplayadvertisingspendingintheUnitedStatesfrom2021to2025(inbillionU.S.dollars)WalledgardenprogrammaticdisplayadvertisingspendingintheU.S.2021-2025140120114.78102.3310080604020092.5587.681.17202120222023*2024*2025*16/statistics/1420982/walled-garden-programmatic-display-ad-spend-usaIn2022,walledgardenprogrammaticdigitaldisplayadvertisingspendingintheUnitedStatesstoodataround88billionU.S.dollars.Thisnumberisexpectedtoincreaseovertheyearsandisexpectedtoreachapproximately115billionby2025.

ReadmoreNote(s):UnitedStates;2021and2022;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceCHAPTER

03VideoProgrammaticdigitalvideoadvertisingspendingintheUnitedStatesfrom2019to2023(inbillionU.S.dollars)ProgrammaticdigitalvideoadspendintheU.S.2019-2023807060504074.8862.9652.173524201920202021*2022*2023*18Description:In2021,spendingonprogrammaticvideoadvertisingintheUnitedStatesamountedtoanestimated52.17billionU.S.dollars.Expendituresonprogrammaticallytradedvideoadsareexpectedtokeepgrowing,reachingaprojected74.88billiondollarsbytheendof2023.ReadmoreNote(s):UnitedStates;2019and2020;*Forecast.Digitaldisplayadstransactedandfulfilledviaautomation,includingeverythingfrompublisher-erectedAPIstomorestandardizedRTBtechnology;includesin-streamvideosuchasthose[...]

ReadmoreSource(s):eMarketerChangeinprogrammaticdigitalvideoadvertisingspendingintheUnitedStatesfrom2019to2023ProgrammaticdigitalvideoadspendgrowthintheU.S.2019-202360%48.3%50%42.6%40%34.1%30%20%10%0%20.7%2022*18.9%2023*201920202021*19Description:In2021,programmaticdigitalvideoadvertisingspendingintheUnitedStateswasexpectedtoincreaseby48.3percent.In2021,theexpenditurestoodat52.17billionU.S.dollarsanditwasforecasttoreachnearly75billiondollarsin2023.

ReadmoreNote(s):UnitedStates;2019and2020;*Forecast.Digitaldisplayadstransactedandfulfilledviaautomation,includingeverythingfrompublisher-erectedAPIstomorestandardizedRTBtechnology;includesin-streamvideosuchasthoseappearing[...]

ReadmoreSource(s):eMarketerDistributionofprogrammaticdigitalvideoadviewsintheUnitedStatesin1sthalf2022and1sthalf2023,bydeviceProgrammaticdigitalvideoadviewsintheU.S.2022-2023,bydeviceH12022H1202390%80%70%60%50%40%30%20%10%0%85%75%11%9%8%6%4%2%CTVMobileSTBVODDesktop20Description:Inthefirsthalfof2023,85percentofdigitalvideoadviewsintheUnitedStateshappenedonconnectedTVs.Mobiledevicesrankedsecond,withninepercent.ProgrammaticdigitalvideoadvertisingspendingintheU.S.stoodat63billionU.S.dollarsin2022.ReadmoreNote(s):UnitedStates;H12022andH12023;representsactivityonFreewheel'splatform,broaderindustrymetricsmayvarySource(s):FreeWheelDistributionofpremiumdigitalvideoadviewsintheUnitedStatesin1sthalf2021,1sthalf2022,and1sthalf2023,bytransactiontypePremiumdigitalvideoadviewsintheU.S.2021-2023,bytransactiontypeH12021H12022H1202390%80%70%60%50%40%30%20%10%0%77%76%65%35%24%23%ProgrammaticDirect*21Description:Inthefirsthalfof2023,programmaticallyboughtadsaccountedfor35percentofpremiumvideoadviewsintheUnitedStates.U.S.2022programmaticdigitalvideoadvertisingspendingstoodat63billionU.S.dollars.

ReadmoreNote(s):UnitedStates;H12021toH12023;representsactivityonFreewheel'splatformbroaderindustrymetricsmayvarySource(s):FreeWheelChangeinthenumberofprogrammaticdigitalvideoadviewsintheUnitedStatesfrom1sthalf2021to1sthalf2023ProgrammaticdigitalvideoadviewsgrowthintheU.S.2021-202290%84%80%80%70%60%50%40%30%20%10%0%26%21%H12021H22021H12022H1202322Description:Inthefirsthalfof2023,thenumberofprogrammaticdigitalvideoadviewsintheUnitedStatesincreasedby21percentonthevaluerecordedforthefirsthalfof2022.ProgrammaticdigitalvideoadvertisingspendingintheU.S.stoodat63billionU.S.dollarsin2022.ReadmoreNote(s):UnitedStates;H12021toH12023;representsactivityonFreewheel'splatform,broaderindustrymetricsmayvarySource(s):FreeWheelDistributionofprogrammaticdigitaladvertisingspendingintheUnitedStatesinSeptember2022,byindustryProgrammaticadspendintheU.S.2022,byindustryShare0%5%10%15%20%25%25%30%NewsLifestyle20%20%GamesTechnologySports13%8%8%Health&wellnessTravel4%EntertainmentCooking2%1%1%Education23Description:ThestatisticshowstheprojecteddistributionofprogrammaticdigitaldisplayadvertisingexpenditureintheUnitedStatesin2015,brokendownbyindustry.Accordingtothesource,thefinancialservicesindustrywillholdan11.2percentshareofthetotal14.88billionU.S.dollarsexpectedtobespentonprogrammaticdigitaldisplayadvertisingin2015.ReadmoreNote(s):UnitedStates;September2022;basedontherevenueoftop200publishersonthe33Acrossplatform;widerindustrymetricsmayvarySource(s):33Across;Varioussources(AdMonsters)Shareofcookie-basedvscookielessprogrammaticadvertisingspendingintheUnitedStatesinSeptember2022,byindustryCookie-basedvscookielessprogrammaticadspendintheU.S.2022,byindustryShareCookieless40%Cookie-based60%0%20%80%47%100%120%InsuranceTechnology53%35%32%31%28%65%68%69%72%Pharma/Over-the-counter(OTC)TelecommunicationsFood&drinkEntertainmentRetail18%13%11%8%82%87%89%92%96%TravelAutoFinance

4%24Description:ThisstatisticshowstheresponsestoasurveyaboutconsumerinterestinkeywordsorphrasesthatrepresentvalueinadvertisinginCanadaasofDecember2012,basedonhouseholdswhichhadanincomeoflessthan$100K.Duringthereportedperiod,46percentofrespondentsstatedthattheyhadmoderateopinionsaboutthekeywordof"offer"beingusedinadvertisements.ReadmoreNote(s):UnitedStates;September2022Source(s):33Across;SpiceworksCHAPTER

04ConnectedTVConnectedTV(CTV)advertisingspendingintheUnitedStatesfrom2019to2027(inbillionU.S.dollars)CTVadspendintheU.S.2019-202745403530252040.936.8633.0629.2925.0920.6917.3151059.036.42020192020202120222023*2024*2025*2026*2027*26Description:In2022,connectedTV(CTV)advertisingspendingintheUnitedStateswasvaluedat20.69billionU.S.dollars.AdvertisingonCTVsisagrowingtrendcombiningtheeaseofonlineadvertisingandreachofTV.Tailored,skippableadscanbeservedtotargetaudienceswhiletheyarestreamingvideocontentontheirTVs.Atcurrentpace,CTVadspendisexpectedtogrowto40.9billionU.S.dollarsby2027.ReadmoreNote(s):UnitedStates;2019to2022;*Forecast.Figurespreceding2021takenfromearlierreports.

DigitaladvertisingthatappearsonconnectedTV(CTV)devices;includesdisplayadsthatappearonhomescreensandin-streamvideoadsthat[...]

ReadmoreSource(s):eMarketer;InsiderIntelligenceDistributionofconnectedTV(CTV)advertisingspendingintheUnitedStatesfrom2020to2024,bycompanyCTVadspendshareintheU.S.2020-2024,bycompanyOther52.4%HuluYouTubeRokuPlutoTVTubiDisney+NetflixParamount+Peacock60%50%40%30%20%10%0%49.4%49.6%48.1%47%19.8%14.3%17.6%14.1%15.5%13.8%13.3%13.4%11.7%11.7%10.1%4.1%10.1%4.4%9.5%9.5%7.6%3.5%4.2%4.1%3.2%33.

1%%3.1%2.7%2.75%1.9%1.6%1.7%1.5%1%1.3%0.5%0%0%0%-10%202020212022*2023*2024*27Description:Huluwasprojectedtoaccountfor15.5percentoftheconnectedTV(CTV)advertisingspendingintheUnitedStatesin2022.YouTube'ssharewasprojectedtoamountto13.3percent,whileRoku'swasexpectedtoamountto10.1percent.AdvertisingonCTVsisagrowingtrendcombiningtheeaseofonlineadvertisingandthereachofTV.Tailored,skippableadscanbeservedtotargetaudienceswhiletheyarestreamingvideocontentontheirTVs.

ReadmoreNote(s):UnitedStates;2020and2021;*Forecast.DigitaladvertisingthatappearsonconnectedTV(CTV)devices;includesdisplayadsthatappearonhomescreensandin-streamvideoadsthatappearonCTVsfromplatformslikeHulu,Rokuand[...]

ReadmoreSource(s):eMarketer;TinuitiDistributionofconnectedTV(CTV)adviewsintheUnitedStatesfrom2ndhalf2020to1sthalf2023,bydeviceCTVadviewsintheU.S.2020-2022,bydeviceRokuFireTVSmartTVsChromecastGamingconsolesOthers120%100%80%60%40%20%0%6%8%7%7%8%10%6%7%20%3%3%19%3%6%13%6%6%8%12%12%21%29%26%16%19%49%43%43%44%40%H22020H12021H12022H22022H1202328Description:Inthefirsthalfof2023,44percentofadviewstriggeredfromconnectedTV(CTV)deviceswereviewedonRokuplayers;FireTVrankedsecond,accountingfor16percentoftheviews.

ReadmoreNote(s):UnitedStates;H22020toH12023;representsactivityonFreewheel'splatform,broaderindustrymetricsmayvarySource(s):FreeWheelShareofinternet-connectedhouseholdsreachableviaconnectedTV(CTV)programmaticadvertisingintheUnitedStatesin1stquarter2022and2ndhalf2022ConnectedTVprogrammaticadvertisinghouseholdreachintheU.S.2022120%98%100%80%60%40%20%0%92%Q12022H2202229Description:Inthesecondhalfof2022,98percentofinternet-connectedU.S.householdswerereachableviaconnectedTVprogrammaticadvertising.Thespendingonthistypeofadvertisingwasforecasttostandat8.88billionU.S.dollarsintheUnitedStatesthatyear.ReadmoreNote(s):UnitedStates;Q12022andh22022Source(s):AdvancedTelevision;PixalateCHAPTER

05Digitalout-of-homeDistributionofprogrammaticout-of-home(OOH)spendingintheUnitedStatesin1sthalf2023,byadvertisercategoryDistributionofprogrammaticOOHspendingintheU.S.H12023,byadvertisercategoryShare0%5%10%15%20%25%Food/drinkPersonalfinanceHealth/fitnessArts/entertainmentTravel23%14%11%11%7%Tech/computingShopping5%5%Style/fashionAutomotive4%4%Business3%Hobbies/interestsCareers2%2%Other9%31Description:Inthefirsthalfof2023,thefoodanddrinkadvertisingcategoryaccountedforalmostaquarter(or23percent)oftheprogrammaticout-of-home(OOH)spendingintheUnitedStates.Personalfinancefollowedwith14percent.

ReadmoreNote(s):UnitedStates;H12023Source(s):PlaceExchangeDistributionofprogrammaticout-of-home(OOH)spendingintheUnitedStatesin1sthalf2023,bytransactiontypeShareofprogrammaticOOHspendingintheU.S.H12023,bytransactioncategoryOpenauction8%Privatemarketplace92%32Description:Inthefirsthalfof2023,92percentofprogrammaticout-of-home(OOH)advertisingtransactionsintheUnitedStatesoccurredintheprivatemarketplace.Theremainingeightpercenttookplaceinopenauctions.Atthatsametime,billboardsweretheleadingoutdoorformatbyshareofexpenditureintheU.S.ReadmoreNote(s):UnitedStates;H12023Source(s):PlaceExchangeDistributionofprogrammaticout-of-home(OOH)spendingintheUnitedStatesin1sthalf2023,byassetcategoryDistributionofprogrammaticOOHspendingintheU.S.H12023,byassetcategory45%41%40%35%30%25%25%20%15%10%5%14%12%5%3%0%BillboardScreen/TVDisplaypanelKioskPointofsaleOther33Description:Inthefirsthalfof2023,billboardsconcentrated41percentoftheprogrammaticout-of-home(OOH)spendingintheUnitedStates.TheoutdoorscreenorTVformatfollowedwith25percent.Atthatsametime,foodandbeveragewastheleadingoutdooradvertisercategoryintheU.S.ReadmoreNote(s):UnitedStates;H12023Source(s):PlaceExchangePercentageofmarketerswhohaveincludedorintendedtoincludeprogrammaticdigitalout-of-home(prDOOH)advertisingintheirmediaplansintheUnitedStatesasofSeptember2023ShareofU.S.marketersincludingorintendingtoaddprDOOHtomediaplans202339%35%31%30%25%20%15%10%5%0%IncludedprDOOHinmediaplansinthepast18monthsLikelytoincludeprDOOHinmediaplansinthenext18months34Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,approximately31percentreportedincludingprogrammaticdigitalout-of-home(prDOOH)advertisingintheirmediaplansduringthe18monthsprecedingthesurvey.Around39percentsaidtheywerelikelytoincludeitwithinthefollowing18months.ReadmoreNote(s):UnitedStates;asofSeptember8,2023;200respondentsSource(s):MTM;VIOOHDistributionofprogrammaticdigitalout-of-home(prDOOH)advertisingcampaignsaccordingtomarketersintheUnitedStatesasofSeptember2023,bytargetmarketDistributionofprDOOHcampaignsintheU.S.2023,bytargetmarket57%50%43%40%30%20%10%0%Single-countrycampaignsMulti-countrycampaigns35Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,multi-countrycampaignscomprisedapproximately43percentofprogrammaticdigitalout-of-home(prDOOH)campaigns.Theremaining57percentweresingle-countrycampaigns-thesamesharerecordedamongprDOOHcampaignsworldwide.ReadmoreNote(s):UnitedStates;asofSeptember8,2023;51respondentsSource(s):MTM;VIOOHLeadingmethodsforpurchasingdigitalout-of-home(DOOH)campaignsaccordingtomarketersintheUnitedStatesasofSeptember2023TopmethodsforpurchasingDOOHcampaignsaccordingtomarketersintheU.S.202350%45%40%35%30%25%20%15%10%5%43%32%28%0%CampaignsthroughdirectbuysonlyCampaignswithamixofdirectandprogrammaticbuysCampaignsthroughprogrammaticbuysonly36Description:DuringastudyamongmarketersintheUnitedStatespublishedinSeptember2023,approximately43percentreportedpurchasingdigitalout-of-home(DOOH)campaignsthroughdirectbuysonly.Around28percentofrespondentssaidtheyexclusivelyusedprogrammaticbuys.Forcomparison,onaverage,30percentofglobalmarketersboughtDOOHprogrammaticallyonly,accordingtothesamesurvey.

ReadmoreNote(s):UnitedStates;asofSeptember8,2023;187respondentsSource(s):MTM;VIOOHCHAPTER

06MarketerinsightsFrequencyofservingwrongdigitalcreativetowrongconsumeraccordingtomarketersintheUnitedStatesasofOctober2023FrequencyofservingwrongcreativetowrongconsumerintheU.S.202350%44%45%40%35%30%25%20%15%10%5%39%13%4%1%0%0%ofthetime1%-<20%ofthetime20%-<40%ofthetime40%-<60%ofthetime60%ormoreofthetime38Description:Duringa2023surveycarriedoutamongU.S.marketersspendingatleast50millionU.S.dollarsondigitaladvertising,onepercentofrespondentsstatedtheybelievedtheiradswereneverservedtothewrongaudience.Ontheotherhand,fourpercentsaidthattheirdigitaladswereservedtothewrongconsumer60percentofthetimemoreoften.ReadmoreNote(s):UnitedStates;asofOctober2023;140respondents;amongin-house(70%)andagency(30%)marketersSource(s):AdvertiserPerceptions;Claravine;MarketingChartsMediadevelopingthemostinnovativeopportunitiesforadvertisersaccordingtoagencyandadexecutivesintheUnitedStatesasofJune2022MediadevelopingthemostinnovativeopportunitiesforadvertisersintheU.S.2022Shareofrespondents0%10%20%30%40%50%60%70%Socialmedia61%Mobile48%DOOH47%46%45%43%42%41%41%DigitalvideoDigitalaudioSearch(incl.pay-per-click)BroadcastTV(excl.TVadsservedviatheinternet)ProgrammaticDOOHDisplay(excl.social)In-app36%CTV33%TraditionalOOHPrint25%18%Radio14%39Description:Duringamid-2022surveyamongagencyandadvertisingexecutivesintheUnitedStates,61percentsaidsocialmediaweredevelopingthemostinnovativeopportunitiesforadvertisers.Mobileadsanddigitalout-of-home(DOOH)mediafollowed,mentionedby48and47percentofrespondents,respectively.ReadmoreNote(s):UnitedStates;June2022;200respondentsSource(s):eMarketer;InsiderIntelligence;Loop;MTM;VIOOHMostpopularB2CmarketingdirectresponsechannelsaccordingtomarketersintheUnitedStatesasofNovember2021MostpopularB2CmarketingdirectresponsechannelsintheU.S.202170%60%60%50%40%30%20%10%0%55%52%36%32%25%23%21%19%10%EmailGoogleAds

FacebookAds

InstagramAdsAmazonInfluencerProgrammatic

MarketplacesTikTokSnapchat40Description:AccordingtoasurveyconductedamongB2CmarketersintheUnitedStatesinNovember2021,60percentofrespondentssaidthatemailmarketingwouldbeincludedintheirmarketingstrategyin2022.Thiswasfollowedby55percentofrespondentsnamingGoogleAdsand52percentnamingFacebookAdsinthiscontext.ReadmoreNote(s):UnitedStates;November2021;210respondents;amongsenior-levelB2Cmarketersatcompanieswithatleast50millionU.S.dollarsinannualrevenueSource(s):Ascend2;MarketingCharts;WpromoteTypesofthird-partydataindigitaladvertisingcampaignsinNorthAmericaasofDecember2022Typesof3rdpartydatausedindigitaladcampaignsinNorthAmerica2022100%89%89%90%80%70%60%50%40%30%20%10%0%78%72%69%60%59%52%BehavioralInterest/intentDemoLifestyleLocation(pointofinterest)BrandaffinityLifestageB2B41Description:Duringa2023surveycarriedoutamongmediastrategists,plannersandbuyersfromNorthAmericawhoworkedonprogrammaticcampaigns,itwasfoundthatbehavioralandinterest/intentdatawerethird-partydatatypesusedmostindigitaladvertisingcampaigns,bothnamedby89percentofrespondents.Demoandlifestyledatafollowed,mentionedby78and72percent,respectively.

ReadmoreNote(s):NorthAmerica;asofDecember2022;n>400;amongmediastrategists,plannersandbuyerswhoworkedonprogrammaticcampaignsSource(s):AgilityPRSolutions;DatonicsFactorsinfluencingthechoiceofathird-partydataproviderindigitaladvertisinginNorthAmericaasofDecember2022Factorsinfluencingthechoiceof3rd-partydataproviderinNorthAmerica20225.04.454.54.03.53.02.52.01.51.00.50.04.274.234.144.134.09AudiencesizeCustomizedofferingsCustomerservicePriceSourcing&methodology

Companyrecognition&trust42Description:Duringa2023surveycarriedoutamongmediastrategists,plannersandbuyersfromNorthAmericawhoworkedonprogrammaticcampaigns,respondentswereaskedtoranktheimportanceofarangeoffactorsinfluencingthechoiceofathird-partydataprovider.Audiencesizerankedfirst,havingreceived4.45pointonascalefrom1to5.ReadmoreNote(s):NorthAmerica;asofDecember2022;n>400;amongmediastrategists,plannersandbuyerswhoworkedonprogrammaticcampaignsSource(s):DatonicsChallengesadvertisersfacedwhenreachingtargetaudiencesaccordingtomarketersintheUnitedStatesasofSeptember2022ChallengesadvertisersfacedwhenreachingtargetaudiencesintheU.S.2022Shareofrespondents0%10%20%30%40%50%60%MakingsenseofourcustomerdatatounderstandtheneedsofthemomentDevelopingapersonalizedadvertisingexperienceDrivinginsightsfromcustomerdata54%53%50%DeliveringtherightmessageattherighttimeExpressingempathyinourads47%46%44%42%Strikingtherightemotional