As 2024 begins, the media and advertising landscape continues to change, but we’ve compiled some of the main advertising trends to watch out for this year.
Adoption of new CTV ad formats
Connected TV (CTV) will provide the opportunity for enhanced commercial messaging and new and improved ad formats. Instead of having to choose between 30-second and 60-second video ads as the only ad formats available, the doors will open to greater freedom with brand sponsorship opportunities.
Goodbye to generalized AI
Just as the Internet split from large portals to niche websites and then to apps, AI will follow the same path. Instead of relying on broad applications like ChatGPT, we will leverage the large language models (LLMs) behind them to create personalized applications for marketing and client experience.
Creativity takes center stage
2024 will be a tipping point where creativity will become the primary variable in campaigns. This year we’ll see marketers investing in more creative ad tech tools, joining the 79% of advertisers who see creative personalization as essential (according to a report by Flashtalking).
Technology leads the way
During 2023, the use of technology for campaign optimization already played an essential role. Now the use of machine learning and AI to improve digital campaigns’ performance will consolidate itself as a must for any advertising agency.
Staying updated and striving for constant improvement and innovation has become crucial for campaign management in the digital world.
At Kimia Group, our companies aren’t afraid of taking the next step: Tidart and Biddeo, our advertising agencies, incorporate technology as one of their main assets. Whether it is to manage DOOH, performance and branding campaigns, when it comes to the former; or to manage video and CTV campaigns, when it comes to the latter.
