Looking ahead to 2024, the evolution of digital media and creative is set to be remarkable. From artificial intelligence to shoppable TV, the upcoming trends have the potential to transform the industry. Here are some key trends to expect:
AI's impact will continue to grow: Artificial intelligence has already had a significant impact on digital media and creative, and it will only become more influential in the future. Marketers who embrace AI for creative ideation, media planning, and targeted audience strategies will stay ahead of the game.
Holistic digital experiences are the new standard: Today's consumers expect a seamless experience across all devices, and this demand will only intensify. Marketers who can align their ads across CTV, desktop, mobile, and tablet to tell a cohesive story will have an advantage in driving consumers to the bottom of the sales funnel.
Ad-supported streaming platforms on the rise: As more consumers cut the cord and turn to streaming services, ad-supported platforms are becoming more popular. Amazon's ad-supported version of Prime Video is just the beginning, and advertisers who embrace this trend will tap into a larger audience.
First party data will become king (for real): With privacy concerns increasing, first party data collected directly from consumers will become more valuable. Marketers who build their own first party data sets will be able to deliver personalized and relevant experiences to their target audiences.
Retailers will continue to build their own media arms: Companies like Target, Kroger, Walmart, and Amazon are diversifying their revenue streams by offering targeted advertising opportunities using their first-party data. This trend will only continue to grow.
Shoppable TV will move beyond its testing ground: In 2024, shoppable TV may become mainstream. Streaming services like Roku and Peacock are already experimenting with interactive TV ads. Imagine a future where consumers can easily purchase products they see on screen.
Ad inventory demands will increase during the Presidential Election: With an election year approaching, ad spend will spike, resulting in inventory pressures and price increases in traditional advertising channels. Advertisers must be agile, adaptable, and explore new marketing channels like digital video and CTV to engage audiences.
The world of digital media and creative is evolving rapidly, and these trends are just the beginning. Marketers must stay informed and ready to adapt their strategies to stay ahead. Contact us to learn more about putting these trends into practice across your media plans and advertising this year.
