1、EMERGINGMEDIA OUTLOOKRESEARCHHow marketers are planning for and investing in digital medias newest channelsEMERGING MEDIA OUTLOOK|EMERGING MEDIA OUTLOOK2METHODOLOGYSTUDY FIELDEDFebruary 2024PARTICIPATIONn=414 marketersBrands(n=255)Agencies(n=159)Digital media never stands still.Emerging media channe

2、ls in particular are skyrocketing in popularity across the globe,compelling advertisers and agencies to consider these channels in their media budgets.In this study,IAS partnered with YouGov to learn what marketers current plans are for adopting various types of emerging media.In addition,we wanted

3、to understand what factors may be preventing marketers from investing in these channels,including virtual reality,augmented reality,retail media,digital audio,and gaming.Explore these insights as we forge the future of digital media and dive into emerging channels that are shifting consumer behavior

4、 and ad dollars.EMERGING MEDIA OUTLOOK|EMERGING MEDIA REFERS TO NEWER,INNOVATIVE MEDIA CHANNELS THAT HAVE RISING ADVERTISING OPPORTUNITIES,INCLUDING:85%of marketers have advertised on an emerging media channelQ.Which emerging media channels,if any,have you advertised on in the past?Please select all

5、 that apply.VIRTUAL REALITY(VR)AUGMENTED REALITY(AR)GAMINGDIGITAL AUDIORETAIL MEDIAEMERGING MEDIA OUTLOOK|3EMERGING MEDIA OUTLOOK|RETAIL MEDIA IS THE TOP EMERGING MEDIA CHANNEL THAT MARKETERS HAVE ADVERTISED ON4Q.Which emerging media channels,if any,have you advertised on in the past?Please select a

6、ll that apply.NOTE:Refer to Chart 1 in the Appendix for additional dataEmerging media channels that marketers have advertised on:MORE INSIGHTS91%of marketers in the retail/quick-service restaurant(QSR)industry have advertised on retail media72%of marketers in the media/entertainment industry have ad