Advertising Trends Of 2024
with Tom C
In 2024, more than half of the global ad money (52.1%), is spent online. TV is getting about 27.5%, and outdoor ads are at 6.1%.
Marketers need an integrated marketing approach to win.
Integrated marketing is a strategic approach that delivers one message across multiple channels.
Why opt for this approach? Well, it’s all about embracing the latest advertising trends.
As these trends come to light, audience preferences naturally follow suit. By being part of the scene, you stay on people’s radar, leaving a memorable impression.
That’s why using audience data to map out your buyer’s journey helps. You quickly understand what advertising trends to adopt to shape purchasing decisions.
But first, let’s look at advertising trends of 2024
1. Podcasts
Podcasts have grown a large yet loyal audience since its inception in 2004.
Whether it’s in both pure audio or video format, studies have shown that podcasting will continue to grow to over 500 million listeners worldwide by the end of 2024.
Its popularity boils down to the level of trust and engagement that users get from this media. And for content creators, they are generally affordable and easy to produce.
For advertisers, it allows them to tune into a more specific target audience.
Plus, streaming services offer detailed reports that measure their performance.
2. Virtual Reality (VR)
VR is the most interactive form of advertising – a way to truly engage with your audience and immerse them into your world.
Whether realistic or fictional, VR can take people to once-impossible places. And with unlimited creativity from AI and creatives, there’s nothing you can’t bring to life these days.
Virtual reality has already emerged and gained popularity in the advertising space in the form of CGI.
From the likes of Maybelline to Barbie and Adidas and loads more brands, advertisers have seized the opportunity to make the impossible, possible.
Additionally, VR expects to have a compound annual growth rate of 15% within 10 years.
3. AI
Yes, the topic that no one has shut up about sits in the top advertising trend of 2024.
From our smartphones to software, a tonne of emerging AI tools are assisting people in both work and play.
67% of marketers feel positive about AI and its opportunities.
From analysing large amounts of audience data to personalised customer experiences like chatbots and voice assistants, AI is becoming a marketer’s best friend in 2024.
AI is here to help us scale rather than fail.
It assists marketers in being more efficient by cutting down time. It aids our creativity by providing a pool of foundational ideas, and AI summarises advertising data to focus on what people want.
4. Streaming Services
According to Samba TV’s latest study, how people watch TV is changing.
Linear TV viewership has dropped below 9 million – the lowest it has ever been in the last two years. Adverts on linear TV also only reached half of the UK population.
It also found that nearly 60% of households watch three or fewer streaming services due to the demand for binge-watching, which linear TV can’t offer.
This has seen a rise in video-on-demand advertising like Sky Admsart and ITVHub and much more.
The solution to this demand? First-party data. These advanced data sets help precisely target audiences and develop a killer marketing strategy.
5. Social Commerce
Datareportal’s latest global digital study finds that over 5 billion people worldwide use social media and spend over 2 hours on it daily.
A further 26.7% use social media to find inspiration for what to buy and 26.1% to purchase products.
Leading platforms like Facebook, Instagram, TikTok, YouTube, Snapchat, LinkedIn, Pinterest and X have e-commerce capabilities.
In 2024, it will be a critical sales channel for brands big and small.
But to make it work, marketers must stay up with new features to blend in with their strategy.
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