While it seems that people do not believe in digital ads as much as they did in the past anymore, the reality is different. Big companies still spend a marketing budget of billions of dollars to advertise, just their approaches changed. MarketingWeek supposes that the world would reach $1trn of global ads spend in 2024, and it seems to be true. To keep in step with the market leaders, you will still need digital advertising in the near future. Let’s see what’s different, and how to make them work.
1. Adding more personalization as always, but using AI
McKinsey notes that the economic potential of AI is really extensive and can reach trillions of dollars in value in the future. Artificial intelligence also adds to personalization. The power of machine learning algorithms is in analyzing vast amounts of data and predicting real user interest based on user query history in search engines. Forecasting user behavior as market leaders like Digital Ad Systems Company does, helps to create more engaging and less intrusive advertisements while ensuring budget optimization. As a result you get boosted conversion rates and higher ROI. In case you need to make your programmatic advertising more sophisticated, AI help is a must.
2. The Rise of CTV Advertising: Engaging with the Young
More than half of digital marketers believe that CTV ads getting more and more relevant, especially when it comes to stats: 86% of kids younger than 12 (our very-soon-to-come audience) watch Connected TV only. Over half (up to 62%) of Millenials and Gen Z (today’s active audience) already turned to it. It all looks like it’s time to forget about classic TV and banners and slowly move to the metaverse of the connected content. Moreover, this shift allows for more measurable and effective marketing strategies, as CTV provides detailed insights into viewer behavior and engagement.
3. Using The Power of Influencers
In 2023, only 25% of advertisers turned to social media influencers for collaborations in digital marketing. But there is some discrepancy in these stats: almost 70% of consumers believe the influencers they watch! And marketers learned that pretty fast: in 2024, almost all marketers started using influencer marketing. And here is the reason for you to join them: influencers, with their dedicated followings, offer brands a unique avenue to promote products and services authentically. This form of marketing capitalizes on the trust and relatability that influencers have built with their audiences, making advertising campaigns feel more genuine and less intrusive.
4. Getting Inside with Immersive Advertising
Wow! People need more emotions in the future of the digital world and really appreciate when you augment their reality! Actually, 76% of customers crave an immersive experience. By allowing potential customers to actively engage with ads—whether through virtual try-ons, immersive storytelling, or interactive games—brands can create memorable and personalized experiences that go beyond traditional passive viewing. Over 40% greater customer engagement was already proved in the ecommerce sector thanks to AR-powered apps and specific platform use growth where the ad publisher puts something that keeps users’ attention. As the digital landscape is evolving and the interactive advertising market grows at a CAGR of 15.3%, it looks like it’s a great chance to jump on this train and make your ads more cash generative!
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5. Ads More Focused on Privacy
With increasing regulations like GDPR and CCPA, and a heightened awareness of data usage, advertisers are shifting towards more transparent and respectful practices. Google Ads believes that most people (up to 91%) prefer their ads to be privacy-preserving, while only 33% believe that the companies really handle their customers’ data well. However, over 60% expect personalized ads. So how to reach it? Always use cookie warnings, collect first-party data instead of third-party info through emails, direct communication, so on. While playing carefully, marketers can reach more today due to people’s readiness to talk and share.
The Bottom Line
The world is changing, and the future of digital advertising has to change too. This doesn’t mean the failure of all your previous marketing campaigns, instead, it means your opportunity to grow over competitors by using the right approaches.
We have mentioned only 5 key trends in this article, in reality, there are many more options on how to grow your ROI with advertising campaigns. You can easily get more insights from the Digital Ad Systems Company team: reach out for a greater pack of ideas on digital ads in 2024.
FAQs
Always think about anonymizing users’ data, offer explicit consent for your users, take all the security measures like encryption, secure storage, and regular security audits. After this, you’ll be able to provide privacy by design: more contextual personalization save for your users.
In case you do not have a pool of influencers who work in the same area as your company does, here are some insights:
- Assess how influencers’ followers match your target audience
- Ensure that your values and reputation match
- Evaluate if your product or service is relevant to the influencer’s content.
- Review the performance of the influencer’s past partnerships.
In case it all looks good, it is a sign of a potential long-term collaboration.
CTV advertising is definitely here to stay as more and more people prefer CTV. As for the new generations, they will completely abandon classic TV, and will probably be blind to traditional advertising such as classic banner ads, so this is the only way to catch their attention.
The most popular ones are AR ads — for example, augmented reality try-ons. Also, try VR experiences: use virtual tours of locations, immerse users into your brand narrative. 360-degree ads and interactive videos where people can buy are also great ideas to improve customer experience.
First of all, understand privacy regulations: research laws and compliance, After this, ensure you do all steps of being a privacy-conscious advertiser:
- Obtain explicit content marketing
- Collect necessary data only
- Use anonymized generalized data
- Provide high-quality data security
- Regularly audit your privacy tools and methods and share this info transparently.
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