SPREAD THE WORD: NEW 2024 ADVERTISING TRENDS MOVE THE FUTURE OF MARKETING FORWARD

Advertising in 2024 will bear little resemblance to the ads of the past thanks to rapid shifts in technology, consumer behavior and regulation. Personalization and performance marketing will dominate as brands grapple with fragmented audiences, rising costs and increased privacy controls. Mastering first-party data, new formats and measurement will separate industry leaders going forward.

A defining feature is the death of tracking cookies and limits on data harvesting. This rocks the advertising ecosystem with major implications for targeting and attribution. With less third-party data available, marketers will become fiercely competitive for owned, first-party data via loyalty programs, subscriptions and engagement incentives. Estimates suggest brands will allocate over 40% of budgets to activate first-party data by 2024.

Connected TV and over-the-top streaming will eclipse linear television as the dominant video channel. Ad spend on CTV and mobile will hit nearly $250 billion combined by 2025. New video formats like shoppable ads with integrated ecommerce will power growth and richer analytics. But increased streaming fragmentation will make buying/optimizing more complex and skills-dependent.

Retail media networks will also boom – by 2024 over half of Amazon ad revenues will come from third-party seller ads vs Amazon’s own products. Social commerce explosions on TikTok, Snap and more open new direct buying pathways. But walled gardens could cannibalize ad growth elsewhere. Regulation may limit large platforms’ data dominance and acquisition expansion.

Overall ad budgets will feel squeeze as economic conditions worsen. Performance channels may weather slowdowns better. More efficiency-minded CMOs will consolidate spend among proven, premium partners vs risky experiments. Multichannel campaigns blending brand building and performance will be key proving ROI and agility. Testing creative personalization and non-ID based targeting tactics will emerge to maintain relevance despite reduced tracking.

To sum it up, 2024 advertising will accelerate major disruptions reshaping the industry and forcing greater specialization. Targeting, video, ecommerce and consolidating power among a few tech giants seem poised to define the ads ecosystem in 2024 and for the foreseeable future.