Mediaocean's 2024 Advertising Outlook report showed a clear consensus among 1000+ marketers from multiple verticals – despite macroeconomic headwinds, optimism pervades the industry.

Respondents affirmed their intent to maintain or increase spending in nearly every channel, with CTV, Social, digital display/video growing most rapidly.

Gen AI, CTV, and eCommerce emerged as the consumer trends to watch with market research, data analysis and copywriting being the top applications for AI.

But looking one layer deeper, and behind that consensus, some interesting differences emerge between the sectors.