{"id":5998,"date":"2023-12-28T14:53:42","date_gmt":"2023-12-28T14:53:42","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/2024-predictions-advertising-and-digital-media\/"},"modified":"2023-12-28T14:53:42","modified_gmt":"2023-12-28T14:53:42","slug":"2024-predictions-advertising-and-digital-media","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/2024-predictions-advertising-and-digital-media\/","title":{"rendered":"2024 Predictions: Advertising and digital media"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>In the year ahead, digital advertisers will be looking to harness AI and new metrics in the evolving digital space. They want to keep budgets down, even as a busy political campaigning season will drive prices up. Above all, they want to make sure they\u2019re connecting with customers in meaningful ways.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-attention-metrics-will-capture-marketers-attention-and-meaningful-engagement\">Attention metrics will capture marketers\u2019 attention and meaningful engagement<\/h2>\n<p><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/2024-predictions-data-and-ai-on-marketers-minds\/\" target=\"_blank\">As seen in our 2024 data predictions<\/a>, the phasing out of third-party cookies is almost certain. Marketers, publishers and adtech partners all will be looking to more meaningful signs of engagement, including attention metrics.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>\u201cMarketers are recognizing the significance of meaningful interactions over mere impressions or clicks,\u201d said Angelina Eng, VP of Measurement, Addressability and Data Center at IAB. \u201cAttention metrics offer a more nuanced understanding of how users engage with content, prompting this transition among marketers seeking more impactful and effective advertising strategies.\u201d<\/p>\n<p>Attention metrics are tied to engagement time, focus and quality of interaction. Marketers can use them to complement or replace traditional clicks and views.<\/p>\n<p>In 2024 IAB is partnering with the Media Rating Council to roll out standardized attention measurement guidelines.<\/p>\n<p>\u201cThese guidelines will provide clearer consistency and transparency in how attention is measured, allowing for a more uniform approach across the industry,\u201d Eng said. \u201cThis will ultimately enable advertisers and publishers to better understand and optimize for user engagement, ensuring that attention metrics become a reliable and integral part of digital advertising strategies.\u201d<\/p>\n<p>\u201cIn this new ID-less environment, attention metrics will enable advertisers to go beyond static metrics such as click-through rate,\u201d said Giles Rekruciak, platform director, U.S., for digital media technology company Adlook. \u201cThey\u2019ll instead be able gauge how a specific ad placement is able to capture the attention of the users \u2013 providing insight into user behavior, preferences and receptiveness to ads.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-marketers-focus-on-supply-path-optimization\">Marketers focus on supply path optimization<\/h2>\n<p>Marketers won\u2019t just be looking for better measurement on the impact of ads. They\u2019ll be looking at how the ads are delivered, using supply path optimization (SPO) to measure efficient spending.<\/p>\n<p>\u201cSPO has been a huge topic over the past few years, as brands have sought to identify and eliminate unnecessary intermediaries,\u201d said Rekruciak. \u201cThis has the effect of reducing the number of hops between the buyer and the seller, minimizing latency, improving the efficiency of ad delivery, and of course saving money.\u201d<\/p>\n<div class=\"wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-media-text alignfull is-stacked-on-mobile is-vertically-aligned-center\">\n<figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h3 class=\"wp-block-heading has-text-align-center has-text-color\" id=\"h-take-martech-s-2024-salary-and-career-survey\" style=\"color:#000000\">Take Martech\u2019s 2024 Salary and Career Survey<\/h3>\n<p>From AI to layoffs, it\u2019s been quite a year. We\u2019d like to know how it\u2019s been for you. Please take this short survey so we can have your input on the state of martech salaries and careers.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>He added: \u201cAs third-party IDs become less usable, SPO will take a larger role in ensuring media dollars are spent properly \u2014 increasingly with established premium and vetted inventory partners. In addition, the increased need for privacy protections will likely further push brands toward adopting more efficient \u2014 and controllable \u2014 campaign executions.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/what-you-need-to-know-about-programmatic-advertising\/\" target=\"_blank\"><strong><em>What every marketer needs to know about programmatic advertising<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-politics-will-drive-up-costs-and-turn-off-consumers\">Politics will drive up costs and turn off consumers<\/h2>\n<p>Did you know there\u2019s an election in 2024? The digital landscape will be more polarized than ever, and advertisers will have two big headaches: cost and political toxicity.<\/p>\n<p>\u201cGiven the increased cost of media during any U.S. presidential election year, brands will get less for their money,\u201d said Reid Carr, CEO and executive creative director of marketing agency Red Door Interactive. \u201cThose that have planned for this are a step ahead, but many haven\u2019t, meaning those brands will need to pull budget from other investments or get creative with what they have.\u201d<\/p>\n<p>Brands that dare to be timely about political issues in their messaging will have to be extra careful not to offend potential customers. If customers are even listening to begin with. Many are likely to change their media habits to avoid the noise.<\/p>\n<p>\u201cMedia consumption is going to shift,\u201d Carr said. \u201cPeople may want to tune out the noise or find respite in different channels and feeds. It will be very difficult to use last year\u2019s metrics to measure performance against 2024.\u201d<\/p>\n<p>He added: \u201cIt will be difficult for messaging to break through, especially in late October and November, which could result in media fatigue in early December. This could create a \u2018hangover\u2019 effect and negatively impact holiday promotions. Brands must plan to make their 2024 numbers throughout alternative parts of the year.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-more-bundling-for-streaming-services\">More bundling for streaming services<\/h2>\n<p>The migration of must-see TV to streaming on-demand services has resulted in fragmentation. Instead of flipping through a thousand channels on a single cable service provider, cord-cutters have to sift through a seemingly endless menu of separate apps. And unless their streaming diet is entirely ad-supported, they\u2019re paying for these apps on separate bills.<\/p>\n<p>2024 could very well be the pivotal year when the streaming industry steps up and offers more bundles.<\/p>\n<p>\u201cFragmentation across streaming, and especially sports content, has reached an inflection point,\u201d said Dina Roman, SVP, global ad sales, Fubo. \u201cConsumers have grown frustrated with the increasing number of subscriptions required to watch all of their programming, and advertisers are challenged with reaching their strategic target audiences across a growing number of media partners and devices.\u201d\u00a0<\/p>\n<p>She added: \u201cNow is the time when the power of aggregation will show its value, and we will see a return to bundling across streaming. We have to continue to work as an industry to make life easier for consumers and, by extension, advertisers.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-ai-will-continue-to-deliver-high-quality-ads-and-lower-costs\">AI will continue to deliver high-quality ads and lower costs<\/h2>\n<p>The power of generative AI and machine learning is disruptive to all areas of marketing, including advertising. Updates to major platforms <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/salesforce-updates-einstein-1-platform-with-unified-business-data\/\" target=\"_blank\">are still in the process of rolling out<\/a>. In the new year, as more tools are adopted, AI will make digital campaigns even easier to plan and execute.<\/p>\n<p>\u201cWhile product retargeting often leverages a large number of customized ads that show particular products, most other types of campaigns typically use just a small number of static ads,\u201d said Frost Prioleau, CEO of digital advertising company Simpli.fi. \u201cThe first impact of this current wave of AI advancements has been to lower costs and time required to make high-quality ads\u2019 creative, often with many variations. Going forward, AI will provide a variety of other benefits, including data analysis, simplified user interfaces and media planning, and automated customer service.\u201d<\/p>\n<p>\u201cIn 2024, we will see more marketers leverage generative AI for content creation and, particularly, media measurement,\u201d said Laura Manning, SVP, measurement for digital insights company Cint. \u201cThe ability to leverage AI to quickly, and accurately, analyze large data sets will be of great advantage to advertisers and marketers in the new year. This will likely see the industry experience some growing pains, and it will be imperative that market players work together to put more processes in place when it comes to the use of AI in marketing and advertising.\u201d<\/p>\n<p>\u201cAI is already impacting audience measurement and we\u2019re going to see more of it in 2024,\u201d said Jonathan Bohm, VP of product for software and data company VideoAmp. \u201cEven in its simplest form, folks in media are treating the ChatGPTs of the world as their own personal libraries and adtech consultants. The real opportunity for AI is in helping identify and streamline repeatable patterns, like identifying post-air schedules, understanding the push-and-pull behavior of viewership and the impact of fragmentation \u2013 which is something that has mystified the industry for over a decade, almost entirely due to measurement limitations.\u201d<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/2024-predictions-advertising-and-digital-media\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>In the year ahead, digital advertisers will be looking to harness AI and new metrics in the evolving digital space. They want to keep budgets down, even as a busy political campaigning season will drive prices up. Above all, they want to make sure they\u2019re connecting with customers in meaningful ways. Attention metrics will capture [&hellip;]<\/p>","protected":false},"author":3,"featured_media":5992,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-5998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2024 Predictions: Advertising and digital media - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/2024-predictions-advertising-and-digital-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2024 Predictions: Advertising and digital media\" \/>\n<meta property=\"og:description\" content=\"In the year ahead, digital advertisers will be looking to harness AI and new metrics in the evolving digital space. 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