Digital Advertising Trends to Watch in 2024 and Beyond
As we approach the end of 2023, it’s a good time to review the digital advertising trends that will shape the upcoming year.
As marketers, we all experience the impact brought by the tough global economy in 2023. However, global ad spending is growing now since most businesses are ready to resume advertising activities post-pandemic. According to the prediction from Warc, in 2024, global ad spending is forecasted to rise 8.2% to reach US 1 trillion. (Niamh Carroll, 2023, Global advertising spend forecast to surpass $1trn in 2024)
At the same time, the emergence of generative AI is reshaping the digital marketing landscape. With the cookieless era coming in 2024, Scott Clark, journalist of CMSWire, pointed out top trends you cannot ignore (Scott Clark, 2023, Top Marketing Trends to Watch in 2024).
- AI’s influence cannot be ignored. Artificial Intelligence (AI) is set to lead digital marketing in 2024. Its integration in content marketing will enhance personalization and efficiency, reshaping marketing strategies.
- Self-serving platforms arise. The usage of self-service ad platforms is increasing, driven by changes in privacy and a desire for independence from the walled gardens of big tech companies.
- Data privacy is of utmost importance. The priority of first-party data and privacy compliance are expected to be increased due to growing concerns about data misuse by brands and governments.
AI-Powered Digital Advertising to the Next Level
65% of customers now expect personalized experiences from the brands they interact with. (Allen Bernard, 2023, Using First-Party Data to Build Trust With Your Customers)
AI has enabled advertisers to engage with their target audience in many ways, such as content recommendation, content generation, and customer discovery. In 2024 and the future years, marketing performance will be driven by hyper-personalization, where audiences will be more enticed by bespoke content or experiences that are dynamic and engaging.
In addition, the emergence of generative AI has enabled brands and advertisers to engage deeper with their target audiences through hyper-personalized content. Marketers will be able to optimize customer experiences at record speeds, providing more ways to delight customers based on specific requests.
Increasing Popularity of Self-Serving Platforms
There is a growing demand for self-service advertising platforms, mainly because of the depreciation of third-party cookies,（Scott Clark, 2023, Top Marketing Trend to Watch in 2024）Also self-serving platforms give power back to advertisers to create and manage their campaigns directly without intermediaries.
With the advanced algorithms integrated into programmatic digital advertising platforms, advertisers are able to display ads to target audiences with real potential. Similarly, publishers can have their ad placements filled based on their preferences such as the size of the ad, floor price, and desired format.
Growing Challenges of Data Privacy Restrictions
There is a growing concern among the public regarding data security issues as AI continues to develop. According to Gartner, by the end of 2024, modern privacy regulations will cover the personal data of 75% of the world’s population. (Gartner, 2022, Gartner Identifies Top Five Trends in Privacy Through 2024) Additionally, as third-party cookies are being phased out, marketers are struggling to find alternative methods to accurately identify their target audiences. Hence, solutions that provide more specific information about audience insights and tactical performance present a significant opportunity for marketers.
Dable Native Ad: Customer Discovery Platform
Native Ads are sponsored content that appear as a seamless part of publishers’ websites, without interrupting user browsing experiences. This makes it more likely for users to click through the ad content spontaneously and learn more about the product. Dable Native Ad embraces AI technology to help businesses discover potential audiences.
Advanced Targeting Capabilities
The platform utilizes AI semantic analysis technology that focuses on comparing the context of entire websites and matches user data to recommend engaging content across multiple sites. Hence, ads are not affected by the shift to a cookieless world and data privacy regulations.
Self-Service Platform
The Dable Native Ad platform is a self-service tool that offers advertisers flexibility and transparency. Within the platform’s marketing dashboard, advertisers can create and manage campaigns with ease. They can also access various indicators and data displayed through the Dable system, enabling them to adjust their marketing strategy accordingly.
Cost-Effective Performance Marketing
Dable’s team is dedicated to upgrading its Native Ad platform’s features to help advertisers generate better campaign performance with greater efficiency. The recent added ‘Target CPA’ feature provides greater flexibility for managing advertising campaign costs by adjusting ad bidding prices with greater ease. In addition, the Ad Title Generator serves as a content-generating tool that integrates generative AI and Dable’s data, providing advertisers with appealing ad titles that can drive high campaign performance.
Partnering with over 3,000 publishers worldwide, Dable provides premium inventories on an extensive network that enables advertisers to expose their products and services across the open web and discover customers with real potential.
The Future of Marketing: AI, Data, and Personalized Engagement
More significant changes are expected to be seen in the field of marketing in the future. The changes of data usage and privacy issues will force marketers to change the way to find target audiences. Also, marketers will look for greater transparency, control and efficiency through self-service platforms. To meet consumers’ expectations of personalized engagement, marketers will rely more on AI, data, and technology to create new ways of connecting with customers and building brand loyalty.
For more inquiries, please contact us via: ad@dable.io
