The demand for transparency and accuracy in measuring return on investment (ROI) remains paramount. Generative AI , coupled with the rise of independent audits , will revolutionize measurement and analytics, providing businesses with a significant advantage in real-time decision making. In addition, it will provide greater capacity to generate insights and marketing strategies autonomously, by better understanding the audience.
The relevance of multi-platform measurement will also increase significantly in order to have a holistic view of the reach of campaigns, both in terms of coverage and frequency. On the other hand, the study of the different levels of attention will be developed , which must go beyond visibility. Something that, in fact, we are already witnessing, as we can see an increase in the use of facial coding and eye-tracking techniques.
Slight growth in investments
Positive growth in advertising investments is expected benin number data (around 5%), especially driven by sporting events such as the Euro Cup, the Copa America and the Olympics.
Connected television and OTT platforms will continue to attract investment, while radio needs to continue working on systems that improve its digital and analogue audience data. Outdoor media will continue to rely on its digital development and digital media in general will maintain its rise and position above the market average, mainly on social networks.
Streaming continues to evolve with the rise of AVOD
Ad-supported video on demand (AVOD) is experiencing a resurgence as users look for alternatives to subscriptions. Advertisers will explore different advertising formats, such as product placement and interactive ads, on AVOD platforms .