adrollthe leading marketing and advertising platform that helps B2C brands grow their businesses, today released its Q1 2024 edition. Digital Marketing Current Status Reportis a comprehensive overview based on integrated marketing trends and insights from over 20,000 online businesses, providing ideas to help digital marketers further improve their marketing ROI.
Advertising cost per mill (CPM) decreased 23% year-over-year in Q4 2023, the smallest year-over-year decline since Q2 2023. In particular, in December he recorded an unexpected 7% increase in his CPM from November. Advertiser confidence and campaign effectiveness increased towards the end of the year. This trend highlights the importance of understanding supply and demand dynamics in digital advertising as advertisers seek optimal engagement across channels.
The U.S. economy has shown remarkable resilience, and indicators are showing rapid improvement. January's US Consumer Confidence Index It reached its highest level in two and a half years, reflecting growing optimism. AdRoll customer research conducted in January 2024 shows that ad spending will increase significantly in 2024, with 40% of marketers planning to increase their budget and 30% planning to increase their budget. We plan to maintain the same budget as in 2023.
“Advertising spend will increase significantly in 2024, which will inevitably lead to higher CPM rates. However, the magnitude of this increase will vary widely across different advertising channels,” said Vibhor Kapoor, President, AdRoll. I am. “To maximize return on investment, marketers must prioritize audience targeting and engagement throughout the customer's journey. By aligning spend with audience presence and behavior, marketers can Build a revenue pipeline for sustainable growth.”
As advertisers navigate an increasingly complex landscape, understanding the nuances of each advertising channel is paramount. According to AdRoll's report, the average brand uses six advertising channels, with search, display and meta platforms emerging as the top choices. To optimize campaign performance, marketers must leverage cross-channel attribution tools to measure effectiveness and precisely align strategies to the customer's journey.
