Yesterday’s IPA Bellwether report revealed that despite the doom and gloom industry messaging, 2022 marketing budgets closed with small, but convincing growth. The latest Q4 2022 report showed that despite a slight reduction in adspend forecast for 2023, real opportunities await for those that embrace digital, tech forward and data-driven strategies.
“The IPA report signals that digital marketing is an effective countermeasure to the impacts of the recession on brand visibility. However, the digital marketing ecosystem is fragmented and often filled with disparate data points, with many technologies still missing sophisticated reasoning.
“At a time when efficiency and reduced wastage is a top priority for marketers, it’s important that they focus on building strategic partnerships throughout the programmatic ecosystem. The ability to filter bad placements automatically and in real-time based on campaign performance metrics is one key way advertisers can both drive efficiencies and maximise their ad investments.”