Mediaocean：2022年营销市场状况及2023年趋势展望报告（中译版）（15页）.pdf

1、Mediaoceans 2022 Market Report and 2023 Outlook Using data gathered from 600+leaders at advertising agencies,tech companies,and media providers,this end-of-year report features insights on marketing trends set to impact the coming year.2 The Mediaocean 2022 Market Report and 2023 Outlook 2023 Mediao

2、ceanIntroduction 3Foreword by Joanna OConnell 4Executive summary 6Insight#1:Marketers still love social,but the relationship is complicated 7Insight#2:Upper-funnel advertising may outperform investment expectations amid economic headwinds 9Table of contentsInsight#3:Cognitive dissonance on privacy 1

3、1Insight#4:Secular trends in TV ad spend continuewith a notable caveat 12Insight#5:Brand safety concerns persist 13Conclusion and Methodology 14About Mediaocean 153 The Mediaocean 2022 Market Report and 2023 Outlook 2023 MediaoceanThank you for reading Mediaoceans 2022 Market Report and 2023 Outlook

4、.These insights reflect input from more than 600 customers and partners,focused on key media and technology trends along with 2022 projected marketing investments.We primarily surveyed marketers and agencies,but also included perspectives from media companies,measurement firms,tech platforms,and oth

5、er industry cohorts.Introduction4 The Mediaocean 2022 Market Report and 2023 Outlook 2023 MediaoceanForeword by Joanna OConnellAlmost unbelievably,2023 is upon us.And the pace of change in digital marketing feels faster than ever.Why?Because it is.Consumer behaviors and attitudes continue to evolve.

6、Some new behaviors,like the rapid and ongoing adoption of streaming,are the new normal.The purchase lifecycle,once considered an immutable process of“discover,engage,purchase”,has both collapsed and shape-shifted in a world of video-and social-powered commerce.The legislative and regulatory privacy