Japan’s largest advertising agency Dentsu has published the results of a two-year study that shows how businesses approach marketing. In this article, we discuss which channels for promotion experts consider promising, how they plan to use artificial intelligence, and what challenges they see for themselves.
To conduct this study, Dentsu marketers surveyed 600 companies and 1,600 consumers from the United States and Canada. The questions covered a wide range of topics, such as how a business’s involvement in environmental conservation and publicity influences consumer behavior.
One of the most important topics of the study is how companies’ interest in different promotion platforms has changed. To find out, Japanese marketers collected information on planned marketing expenses in 2024. The results were compared with the previous similar report.
What kind of advertising will companies invest more in?
Companies are forced to transfer some of the functionality c level contact list of their online stores to social networks. For example, a user can view a photo and description of a product on a social network platform, make a purchase decision, and go to the store to place an order. Thus, social networks take on the function of a storefront, and businesses have to pay for it.
Interest in traditional media remains stable, and they have a fairly high rating. New content formats cannot yet completely displace mass media. More than a instagram reels cover templates quarter of respondents still allocate advertising budgets to them.
Comparison with last year: investment growth +1%. In the last survey, 27% of respondents answered that they allocated a budget for specialized media, local newspapers and other media. This year, 28% of respondents reported this.
Integrations in video games
The percentage of those who plan to spend their advertising budget on promotion through games is still small. However, this direction is one of the most promising. For example, another study (from Statista) predicts a great future for the advertising market in games.
What are marketers planning to spend less on?
This includes the creation of films, TV series, podcasts, YouTube shows, etc. Marketers see potential in promoting through content. However, this figure has b2c fax decreased. The drop in demand was probably influenced by how complex the production process has become in 2023. For example, the Hollywood film industry was shaken by protests from screenwriters.