Marketers to increase video investment in 2024; Amazon & IPG Mediabrands Sign Prime Video Ads Deal; ASA bans airline ads over greenwashing

by Aimee Newell Tarín on 11th Dec 2023 in News

On today's ExchangeWire digest: Marketers to increase video investment in 2024; Amazon & IPG Mediabrands Sign Prime Video Ads Deal; ASA bans airline ads over greenwashing...

As 2023 draws closer to an end and next year’s budget planning is in full focus, a new report by WARC reveals that markets are looking to increase their video investment in 2024. A survey of 1,400 marketers finds that most plan to increase their spending on YouTube (56%), TikTok (55%), and Instagram (47%). Among the findings, it’s also revealed that measurement is a top concern for 39% of marketers in 2024, and less than 4% use all of the marketing measurement methods at their disposal.

In other video related news, Amazon has signed a three-year deal with IPG Mediabrands for its upcoming Prime Video ad tier. The deal will grant IPG Mediabrands first-look rights on upcoming ad formats and show sponsorships, as well as giving its clients access to Amazon’s first-party shopping and entertainment data, which they’ll be able to incorporate into advertising on the platform.

While some marketers anticipate the takeoff of next year’s ad campaigns, others have found themselves having to crash land. Airlines Air France-KLM, Lufthansa, and Etihad Airways have had ads pulled on the grounds of greenwashing – the ASA said that the ads “gave a misleading impression of the advertiser’s environmental impact”. The recent rulings focused on ads which were published back in July.