7 trends for advertisers to watch in 2024
1. Stability in digital ad spend. Next year, US digital ad spend will hit $306.94 billion, up from $270.24 billion this year.
2. The loss of cookies will lead to consolidation. With Google’s full phaseout of cookies set for 2024, expect a push for mergers and acquisitions among ID providers.
3. AI will continue to make its mark. generative AI will become more widespread in: a) Creative ideation and media planning. b) ID-free targeting: Generative AI is supercharging the process of targeting groups of people based on context, rather than just trying to pinpoint individuals based on identity signals
C) Search: Expect more generative AI-powered tools and algorithms in social search.
4. Nielsen’s role in TV measurement will evolve
5. Increased demand for cohesive digital experiences. Better and more user-friendly ways to navigate and avoid content fragmentation spread out among different services. It could also mean more bundling.
6. Ad-supported streaming will be more popular. US ad-supported video-on-demand viewers will reach 180.2 million in 2024.
Apple TV+ will likely be the last major streaming service to launch an ad-supported tier.
7. Smaller social walled gardens will continue to reduce use of mass social media platforms due to negative environments, bullying & conspiratorial tendencies.
with thanks to eMarketer & Insider Intelligence
