Advertising trends in 2024 and beyond
August 29, 2024
Several emerging trends are poised to influence the advertising industry and will reshape how your brand engages with your customers. Embracing these trends will be important in staying ahead of the curve, effectively connecting with your target audience and influencing your campaign’s success.
Video marketing
Video content continues to thrive as a powerful tool in digital marketing. The focus is on adapting to changing consumer behavior, with shorter, attention-grabbing video clips. More than 50% of adults say they’ll close out a video after only 20 seconds so creating video content with and without sound, tailored to attract short attention spans, will be key to maintaining audience engagement.
Omnichannel strategies
The omnichannel approach remains a foundation for successful advertising campaigns in 2024. Seamless advertising on multiple media channels and delivering a consistent brand message across platforms will be important for audience reach and engagement. Looking ahead to 2025, optimizing omnichannel experiences using advanced data analytics and audience segmentation will give you personalized marketing interactions.
Connected and over-the-top (OTT) TV advertising
With smart TVs and connected devices in every household, using connected and OTT TV advertising alongside traditional TV placements offers an opportunity to engage with viewers. Tailoring messaging and implementing interactive features drives higher completion rates and audience retention.
Creativity and storytelling
Standing out in a saturated advertising market requires a creative and compelling story that relates to your audiences on a personal level. Investing in authentic storytelling that reflects your brand values and creates a lasting impression will capture your customer’s attention and keep you ahead of your competition.
Native advertising
Native advertising continues to drive engagement and click-through rates. As the line between this sponsored content and editorial blends, the effectiveness of native advertising in driving traffic and conversions will continue to grow.
Contextual advertising
Contextual advertising, which uses real-time interests and browsing behavior of your audience, offers a personalized approach to reaching target audiences. This is because users react positively to contextual ads, and they are more likely to click on ads displayed within their areas of interest, increasing engagement and driving higher click-through rates with your advertising campaign.
Looking ahead to 2025
Looking ahead to 2025, the shift towards personalized customer experiences will continue. Building real connections with your customers through personalized ads, emails, exclusive offers and interactive content will drive brand loyalty and customer recommendations.
AI Integration: Artificial Intelligence (AI) will continue impacting advertising by leveraging machine learning capabilities. Specifically, AI will improve the way we test and optimize impressions, click-through rates, bid levels and targeting.
AI Optimization: You’ll also see increased use of AI tools like ChatGPT and AI-powered analytics to optimize advertising campaigns, influence strategies and generate content.
Video Dominance: Video will continue its advertising dominance, with HubSpot naming it one of the most important marketing trends for the next 5-10 years.
Data Practices: Data-driven strategy uses information based on consumer interactions and third party information to learn about consumers’ motivations, preferences and behaviors. You can then develop personalized messaging and experiences based on that data to increase your return on investment.
Mobile Gaming: Statista predicts that advertising spends in mobile games will increase to $130 billion in 2025, up from $46 billion in 2021. The key will be knowing your audience for the best ad placement and in-game advertising strategy.
- Immersive Technologies: Augmented reality (AR) and virtual reality (VR) will create immersive brand experiences to engage with your audience in new ways and drive customer loyalty.
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.
Augmented Reality: AR is experienced through various devices, including smartphones, tablets or AR glasses, allowing individuals to interact with digital content while still being aware of their physical surroundings.
Virtual Reality: VR creates a completely simulated environment outside of the real world. Individuals typically wear VR headsets that fully immerse them in a computer-generated environment, blocking out their physical surroundings and replacing them with a digital experience.
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