开启数字广告成功的下一个时代

2privateinsightsintotrendsaround theequity Empowering brandsto drive consumerengagementAhead Of The Curveis a collection of reports in which Oliver Wyman Private Capital Partners and teams shareunique insights on innovative trends. The objective is to guide private equity clients through the investmentlandscape and to prepare them for twists and turns. In this edition, Muriel Schtickzelle, Lorenzo Miláns del Boschand Charles du Passage share their perspective on the ongoing competition for viewership and the keys tosuccess for digital advertising companies. 3Muriel SchtickzelleLorenzo Milánsdel BoschCharles du Passage forewordby Lorenzo Miláns del Bosch — Communications, Media and Technology PartnerDigital marketing has alwaysbeen a high-stakes game.Capturing consumer attention in an instant as they scroll from site to sitehas never been easy. The rise of generative artificial intelligence is furtherchallenging advertisers to stay ahead of the curve as they try to stand out.For private equity firms, anticipating market trends and preparing forinflection points is critical as they consider where and when to makeinvestments. At Oliver Wyman, we constantly explore the potential forbreakthroughs in the realm of private equity, and we decided to createthe Ahead Of The Curve series. In this edition, we dive into factorsinfluencing the digital advertising industry: building differentiatedgenerative AI technology while addressing need for privacy andtransparency in a full-speed race for viewership!In an accompanying video, Oliver Wyman’s Muriel Schtickzelle speakswith Jorge Poyatos, CEO of advertising agency Seedtag. They discussSeedtag’s breakthrough in the digital advertising space, its transformationjourney, and the future of the industry. 4 INDUSTRY TRENDSCore TrendIncreasing digital marketing spendin an online-attention economy,resulting in a fierce competitionfor viewership.Ahead of the curve TrendFighting for viewership anddifferentiation via technology,privacy and transparency.INDUSTRY CONTEXT AND MAIN TRENDSDigital marketing spending is expected to grow this year by approximately 6% to 9% acrossmajor European economies and around 10% in the US.But this growth comes with some trepidation, especially as advertisers harness digital toolsto capture more information about consumers. Concerns around data storage and usage isaltering consumption habits and challenging companies to adapt. Consumers now expecta fair exchange of value for the information they provide, seeking connections with brandsthat align with their interests and needs.Shifts in consumer habits are reshaping the online attention economy and the marketinglandscape. Viewership is shifting from traditional display publishers to search and socialplatforms. Video now accounts for over 50% of the market, driven by the increasinginventory offered by a growing number of players, especially on streaming platformsand CTV.These factors, along with the scaling of generative AI and the progressive implementationof third-party cookie restrictions, will intensify the need for advertisers to adjust theirstrategies. Google-Meta-Amazon currently hold a leading position with approximately70% of the market, gaining around 1 percentage point per year. Advertisers working withweb publishers now need to think ahead of the curve to strengthen their ability to competeagainst GMA and walled gardens that rely on extensive user data to deliver personalizedexperiences and targeted advertising. SEEING AHEAD OF THE CURVEAdvertisers need to address four components to succeed:1. Sustain technological innovation to maintaindifferentiation.A diverse and enriched offering, supported by research and development, is crucial forsuccess as advertisers seek different formats to meet their campaign objectives whileconsidering brands’ pricing preferences. The top priority is leveraging generative AI to itsfull potential by hyper-personalizing marketing campaigns for each user and placement.A fully customized ad is approximately 20% more efficient than a traditional ad. Anotherimportant aspect is building a robust CTV offering, as it attracts growing viewership andrepresents a significant shift in digital consumption patterns. On average, each user inmajor European economies has approximately 1.5-2.0 video streaming subscriptions,and this number is expected to grow.2. Consolidate your audience.Advertisers’ added value also lies in their publishers and audience. In the ongoing race forviewership and attention, audience consolidation is key. Expanding the publisher networkand customer base can be achieved organically or through the acquisition of advertisersand their relationships with publishers.3. Make advertising cookie-free.Alternatives to third-party cookies are emerging for advertisers to build their valueproposition around: contextual advertising and communities, which enhance the value ofquality content; privacy sandbox testing in cookie-less environments; identifiers of diffe