66% Of Advertisers Eye Spend Increase On Social

Optimism varies by industry across various advertising channels, though digital – social, digital display, CTV – all seem to have a lot of momentum right now, at least according to data in Mediaocean's 2024 H2 Market Report.

• Those surveyed responded to questions around which media channels they expected to increase, decrease, or maintain spend on, and social won out with 66% expecting an increase there.
• The same was true across many industries as well, with the entertainment industry leading at 76% expecting an increase on social, while eight separate industries (out of 12) were most positive around social.
• Of those that differed, retail was extremely high on digital display/video, with 76% expecting to increase spend there.