7 advertising trends to watch for in 2024
JANUARY 9, 2024
As we step into 2024, certain trends may change the way you interact with your customers. Videos, connected and over-the-top (OTT) TV and omnichannel strategies will impact the advertising landscape. To cut through the noise, you will need to use creativity and storytelling with personalized content to effectively reach and convert consumers into customers for your business. Native and contextual advertising will also be integral components of successful advertising strategies. Moreover, targeted marketing, where personalized customer experiences take precedence over generic mass outreach, will be key for your advertising strategy.
Video
Video is one of the most popular strategies in digital marketing. It will continue to dominate in 2024, but some differences are expected. Audience attention spans are getting shorter so videos are expected to be shorter – 20 second clips will become popular. To do this, your content must be clear and concise. In addition, anticipate videos without sound since many people watch videos without it.
Omnichannel strategy
Although not new to 2024, an omnichannel approach has become imperative to your advertising success. This ensures you are reaching your audience across multiple, strategic advertising channels more efficiently to achieve your business goals. However, a seamless approach is essential to be most effective. Having a consistent message and brand image across multiple media channels increases engagement and awareness for your business.
Connected and OTT TV
88% of homes in America have a smart TV or some other connected device. This presents an opportunity for you to take advantage of connected and OTT advertising in addition to traditional television advertising. Martech notes these options see higher completion rates when viewing and the ability to segment and target your audience with a defined call to action.
Creativity and storytelling
Now that advertising has become ingrained in everyone’s lives, 2024 means your advertising needs to step up in creativity and storytelling. Your ads must break through the noise and make an emotional connection with your audience. Your storytelling must be memorable, authentic and representative of your brand to stand out from your competitors.
Native advertising
With average click-through rates of 0.23%, native advertisements can consistently drive traffic to your website, blog or app. Native advertising has risen in popularity in the last few years and will continue to do so. As these advertisements are placed within a news source and provide more details about a product, subject or brand, they often appear as an article within a digital publication where readers may not notice it is a sponsored ad.
Contextual advertising
According to LinkedIn, contextual advertising is expected to become even more valuable for your business in 2024. This is because users react positively to contextual ads, and they are more likely to click on ads displayed within their areas of interest. Your advertising can reach customers based on the content they are browsing in real time rather than their historical browsing habits.
Targeted marketing
2024 is predicted to be the year of authentic, individualized customer experiences. It’s moving away from generic mass marketing and embracing personal attention. Your business can use your data analytics to understand your customers preferences, purchases and search history. This data can translate into a personalized email or social media campaign filled with product or services recommendations, exclusive videos, contests and more.
The trends outlined here offer not just insights but actionable strategies to elevate your advertising in 2024. From video content to omnichannel approaches, from storytelling to native and contextual ads, the opportunities are vast. As the year unfolds, remember authenticity and personalization will be the cornerstones of successful advertising strategies. Let 2024 be the year your advertising embraces the trends and works to increase your traffic and sales.
KEY TERMS
Connected TV: Devices connected to the Internet and allow viewers to stream television and web programming.
OTT TV: Advertising delivered directly to viewers over the internet through streaming video services or devices.
Native Advertising: A form of paid advertising in which the ads match the look, feel and function of the media format where they appear.
Contextual Advertising: an advertisement that appears on web pages where the subject matter is similar.
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