Marketing budgets across the EU5 countries (France, UK, Germany, Italy and Spain) are being both squeezed and scrutinised, compelling advertisers and agencies to measure impact in their quest for effectiveness and efficiency. New measurement solutions will be in high demand — with attention proving a focus — while efficiency goals also make automation ever more attractive.
Despite the pressures, Advanced TV comes out on top, with more than 8 in 10 marketers across EU5 countries forecasting increased spend in 2024, incentivised by its extended reach from linear, its ad effectiveness, its brand-safe environment, and its growing importance as a premium advertising medium.