Agencies weigh positives and negatives to 2024 spending in an uncertain economy

Agencies weigh positives and negatives to 2024 spending in an uncertain economy

Although 2024 is shaping up to be a big year for ad spending with the potentially most expensive presidential election in history on its way, there remains some uncertainty in the industry. With that said, independent agencies are so far hearing a positive outlook from some clients.

Additional coverage:

• This week’s Digiday+ Future of TV Briefing looks at how the streaming ad market’s programmatic guaranteed vs. private marketplace debate is reaching a compromise.
• It’s been over a decade since the most recent entry in the wildly popular “Grand Theft Auto” series, and Rockstar titled yesterday’s trailer for “GTA 6” as “Trailer 1,” making it clear that the company is poised to launch a massive marketing campaign in the lead-up to the game’s 2025 release.
• Marketers share what's on their minds at the Digiday Programmatic Marketing Summit.
• The NFL's Detroit Lions introduced a new channel for their local NFL broadcast to expand advertising opportunities, utilize DTC distribution and forge stronger connections with local fans.
• VideoAmp introduced the ability to commingle various ID sets into its clean room technology, and it's already available to current users of VideoAmp’s measurement software.
• The advertising industry appears set for a last-second scramble to adapt to a cookieless world. In an onstage session at the Digiday Programmatic Marketing Summit, Butler, Shine, Stern & Partners head of marketing sciences Trina Arnett gave a preview of what that scramble will look like.