target audience: TECH SUPPLIER Publication date: Jul 2024 - Document type: IDC Survey Spotlight - Doc Document number: # US51764124
Walled Gardens May Be Popular But Are They Effective Advertising Channels?
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Abstract
This IDC Survey Spotlight highlights the low efficacy that brands report from so-called walled garden advertising channels. Extracted from the Advertising Technology track of IDC's 2024 CX Path Survey, the data reveals that despite their popularity, brands question the effectiveness of walled garden channels relative to other, more open, options.
This IDC Survey Spotlight also emphasizes the growing interest of brands in social advertising, which can deliver hyper-personalized content to novel segments. Interestingly, CTV and RMN channels did not perform as well, indicating significant opportunities for growth as these channels mature and demonstrate their efficacy.
This document, coupled with additional CX Path insights highlighting buyer preferences, reveals a sector ripe for change. This presents a significant opportunity for programmatic vendors to drive new growth through data-driven, integrated, open, and performance-oriented offerings.
2024 is the first year for IDC's CX Path Survey. Further data cuts and cross-tabs can be found in CX Path 2024: Worldwide Banner Book (IDC #US52319224, June 2024). Survey coverage includes application adoption, deployment models, budget plans and replacement cycle timing, purchasing preferences and attitudes toward SaaS buying channels, packaging and pricing options, and in-depth vendor reviews, ratings, and spend and advocacy scores for 13 application markets, which, in addition to advertising and marketing, include digital commerce, product information management, configure price quote, and customer service.