Mediaocean Customer Research
Creative is Critical
Advertising variable with highest potential to drive brand growth and business outcomes in the future
Audiences: 19%
Bidding: 17%
Creative: 65%
Mediaocean Customer Research
For each media channel below, do you expect to increase, decrease, or maintain your spend for the remainder of 2022?
| Increase 25%+ | Increase 0-25% | Maintain | Decrease 0-25% | Decrease 25%+ | |
|---|---|---|---|---|---|
| National TV |
6% |
12% |
57% |
22% |
3% |
| Local TV |
3% |
13% |
48% |
28% |
8% |
| Connected TV |
16% |
43% |
34% |
6% |
1% |
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2% |
5% |
43% |
37% |
13% |
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| Radio/Audio |
3% |
22% |
49% |
22% |
4% |
| OOH/DOOH |
8% |
28% |
53% |
9% |
2% |
| Digital Display/Video |
24% |
46% |
26% |
3% |
1% |
| Search |
22% |
40% |
35% |
3% |
0% |
| Social platforms |
27% |
45% |
25% |
2% |
1% |
| E-commerce |
27% |
32% |
38% |
2% |
1% |
Mediaocean Customer Research
What are your biggest challenges when it comes to omnichannel advertising?
| Measurement (Transparent and centralized measurement across campaigns) |
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| Financials (Source of truth financial controls for billing, payment, and reconciliation) |
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| Planning (Holistic planning tools for cross-media budget allocation, forecasting, and authorization) |
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| Audiences (Consistent and persistent definitions and deployment of audience segments) |
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| Buying (Unified and automated buying execution for audience-based and direct-publisher campaigns) |
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| Insights (Brand insights and media intelligence surfaced from multiple channels) |
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| Analysis (Integrated conversion data and analysis of media performance on business outcomes) |
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| Creative (Personalization of creative assets at scale and streamlined collaboration) |
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| Reporting (Reporting throughout entire workflow to understand movement of money) |
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| Optimization (In-flight optimizations and budget reallocations powered by AI/ML) |
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Mediaocean Customer Research
Key requirements for an omnichannel advertising technology platform
| Integrated (Unified planning and buying so that each layer of functionality is connected seamlessly and converged across all media channels to enable omnichannel advertising) |
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| Intelligent (Leveraging AI and ML to aggregate and interpret data and make decisions that will create efficiency and effectiveness) |
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| Interoperable (Connected with supply, technology, and data partners across all media – including open and closed ecosystems – and supporting bi-directional data flow) |
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| Impactful (Continual optimization of KPIs on a global basis for all stakeholders) |
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| Independent (No media ownership and neutral/open to provide transparency, controls, and auditability) |
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| Other |
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Audiences