New and innovative technologies are redefining how businesses cater to their consumers and their preferences. Over the last decade, traditional digital marketing efforts have shifted toward a more personalized, data-driven approach.
However, given the rapid rate at which digital marketing trends change, it can be difficult for businesses to keep up and stay competitive online. You need a cutting-edge paid media strategy to do great business in today’s climate.
To help you get started in 2024 on the right foot, we’ve written this article outlining 10 paid media trends we expect to see run the game—feel free to take notes!
As marketers look beyond display advertising, dynamic creatives are projected to be a strong digital marketing trend next year as they promise to deliver engaging content to consumers while maximizing return on investment (ROI).
This form of programmatic advertising uses real-time customer data to create a personalized ad experience for users. This helps brands discover how to better appeal to their customers, allowing them to tailor advertisements accordingly.
Moreover, dynamic creatives can be used to refine creative strategies through extensive A/B testing. This approach helps brands identify the most effective combinations of images, videos, or text that will resonate the most with their target audience.
Another digital marketing trend that’s predicted to be on the rise is the adoption of third-party attributions for E-commerce platforms.
Why? Because it’s becoming increasingly challenging to get reliable data with the adoption of GA4, Meta Ads, TikTok Ads, Google Ads, and more. There is simply too much out there, and every platform is looking to take credit for your results. It’s become quite difficult to see how the money spent directly contributed to sales.
As such, we expect to see marketers looking to third-party software or programs to make sense of all the numbers. If used correctly, they will provide a more helpful and unbiased look at how ad dollars are working.
Related article: How AI-Powered Tools Enhance Paid Media Campaigns
Contextual targeting delivers relevant content to users in the right context.
For instance, advertisers can use dynamic creatives to leverage contextual targeting and change ad content based on the context—AKA search intent. This could include showing different products or messages depending on the content a user is consuming.
As contextual targeting then becomes more real-time, it allows advertisers to gain valuable insights from consumers and understand behaviour changes. This then enhances how brands can analyze the effectiveness of their ad-targeting efforts.
Traditionally, targeting in paid media involves demographics, interests, and behaviours, focusing on reaching the right audience. However, ad assets will play a pivotal role in not only capturing attention but also engaging and resonating with the audience effectively.
With an abundance of data and sophisticated targeting capabilities, marketers are facing a saturation point in audience segmentation. Creative becomes a competitive differentiator and a way to break through the noise, enabling advertisers to connect with audiences on a more emotional and authentic level.
It’s always refreshing to see brands creatively stand out from the crowd. Not only do their genuine efforts communicate originality and authenticity, but they also provide an avenue for them to set trends rather than follow them. For instance, one digital marketing strategy that’s gaining traction is utilizing virtual and augmented reality in ads. This provides a more unique and interactive experience and is what sets a brand apart from its competitors.
Considering online videos have been reported to have an audience reach of around 92%, it makes sense for video advertising to be on the rise in 2024.
Two of the platforms expected to ramp up video advertisements are Facebook and Instagram. This is because Meta offers various video types that could boost any campaign, not to mention it owns two of the world’s most powerful social media platforms. Optimizing ads for these popular apps can boost brand awareness and generate more conversions.
Additionally, it is recommended that you create video advertisements that are well-suited to your brand. Depending on your product, you may find screen-recorded videos more effective than other ad types such as testimonial ads or explainer ads.
You can also create animated video ads if your budget allows it—they’re attractive, engaging, and great for communicating information.
The old adage, “Don’t put all your eggs in one basket,” applies to this digital marketing trend. Multichannel programmatic advertising incorporates technology and strategy into targeted digital ads because it’s not enough to advertise on one platform anymore.
A multi-platform strategy helps digital ads reach target audiences across different advertising channels more efficiently and effectively. However, you need to invest in a cohesive cross-channel advertising strategy to do this seamlessly. By showing a consistent message across multiple touchpoints, brands can increase engagement and awareness.
This trend, known as conversational advertising, involves brands curating experiences that feel personalized to the user. It starts at the beginning of the sales funnel and should continue all the way to the end as customers make purchases.
Conversational ads create a two-way communication channel between the brand and the audience, allowing for real-time engagement. Users can ask questions, seek information, or provide feedback within the ad itself, leading to more interactive and engaging experiences.
However, this personalized approach is a lot of work, which is why we expect to see marketers using AI to help them personalize their ads depending on the user’s search query. Machine learning AI can also be trained to deliver tailored interactions to allow businesses to reach their audience in a more conversational manner that feels authentic.
Connected television (CTV) will continue to grow into one of the top digital marketing trends for 2024—the cord-cutting era continues.
Traditional cable TV has become increasingly obsolete. Most homes now have a smart TV, gaming console, or some other CTV device. As such, a huge opportunity has presented itself for marketers to take advantage of this avenue where consumers are actively engaged. We expect to see more and more advertising being delivered through these internet-connected devices in 2024!
The social commerce revolution is real. Most social media sites now allow E-commerce businesses to sell on their platforms. This grants these businesses access to a large, diverse audience, boosting sales and increasing traffic to their websites.
Therefore, creating a campaign strategy that capitalizes on this convenience can enhance brand awareness and customer loyalty. One strategy is to use influencer marketing, where brands can work with influencers to promote their products.
In 2024, user-generated content (UGC) marketing campaigns will create more sales, attract more followers to your brand, and increase conversions.
UGC refers to any type of content that is created by a brand’s loyal following, such as online feedback in the form of photos or videos, or by users publishing extensive reviews on a brand’s products. These are typically not sponsored or paid for by the brand, making them honest recommendations that are shared on social media—and then boosted with ad dollars.
Seventy percent of people will consider UGC ratings before making a purchase, making it vital to incorporate this type of content as the creative in your ad campaigns. UGC injects a genuine and influential element into advertising, making it a powerful strategy to connect with modern digital audiences. One way to do this is by sending promo kits of new products to lucky followers of your brands in exchange for honest reviews.
Paid media, consumer preferences, and the digital marketing world at large are always changing. You have to keep up or risk falling behind.
Being proactive is the key to succeeding in 2024—along with partnering with The Influence Agency! Our paid media experts are always in the know. We use data to create campaigns that get conversions for your brand or business.
Contact us today to get started!1