December 29, 2023 | Katelynd Gibbons 

In the ever-evolving landscape of marketing and advertising, staying up-to-date on what best serves your brand and your business goals is key. As we step into the new year, it's clear that the industry is witnessing a dynamic shift, with newer tactics gaining momentum while traditional avenues continue to wield influence. So, what are the advertising trends that are shaping up to dominate 2024?

Catching Attention in Daily Encounters

The streets are talking, quite literally, with the rise of Digital Out of Home advertising. Nielsen reports that 52% of consumers notice and recall seeing DOOH advertising, and of those, 69% reported taking some action after seeing the ads.[1] This type of advertising can be seen at eye level like on an urban panel, one-to-one like at a gas-pump, or appearing as large, wide reaching billboards. They can include scannable QR codes or a range of sound and motion, and, unlike previous out-of-home advertising, the content can be changed easily and frequently. According to a unique brain activity study conducted by Neuro-Insight, “in comparison to traditional static billboards…full-motion digital billboards are 5.8x more effective and likely to deliver a more powerful in-market impact, with more impressions encoded into long-term memory.”[2] So, these ads make an impact, and a lasting one at that.

Personal Touch in a Digital World

In a sea of digital noise, personalized communication stands out. Email and text marketing are powerful tools for reaching your audience directly. According to Mailmodo’s research on email marketing, 76% of consumers reported that they appreciate receiving emails from brands.[3] Their data for text marketing found “[it is] the most effective approach to attract people to open your communications,” with an average open rate of 99% and most messages read within 15 minutes of receiving them.[4] The key is to provide value rather than just another message in the inbox. Smart segmentation involves careful consideration of which audiences to reach, and using tailored content can make your emails and texts feel like a conversation, rather than a sales pitch. This type of interaction can foster loyalty with your audience.

Tailored Ads and Targeting Precision

Digital display ads are a great way to showcase products or services to potential customers, and the precision with which they can now be targeted has improved dramatically. Thanks to advancements in data analytics and consumer information, advertisers can better tailor their messages to specific demographics, behaviors, and interests. This level of personalization ensures ads reach the right people at the right time. According to data reports from Techjury, digital display ads increase brand awareness by 80%. Furthermore, the likelihood of customers making a purchase increases by as much as 70% with digital ad retargeting.[5]

A Streaming Revolution

The rise of Connected TV (CTV) and Over-The-Top (OTT) services is reshaping how consumers engage with content. Video advertising in the digital world provides a captive audience, allowing advertisers to showcase their products or services in a format that feels natural and integrated, rather than disruptive. CTV advertising appears on internet-connected smart TVs, while OTT extends to any internet-connected device streaming video content (think smartphones, tablets, laptops, etc.).[6] Consider a well-known platform like Hulu. They boast 46.2 million paid subscribers. 62% of people are watching Hulu with ads.[7]  Two-thirds (66%) of individuals consuming OTT video content have found a new product or service.[8] With more people cutting the cord on traditional cable, advertising on streaming platforms is becoming increasingly crucial.

Harnessing the Numbers in Social Connectivity

Amidst the array of digital strategies, social media remains a cornerstone of effective advertising. With platforms like Facebook, Instagram and TikTok boasting billions of active users, businesses can't afford to overlook this avenue.[9] According to Forbes’ reporting, 84% of people 18 to 29 actively use social media, while the percentage dips only slightly to 81% for people 30 to 49. For people aged 50-64, 73% actively use at least one social media platform, and it lands around 45% for people aged 65 and up.[10] With so many people connected via social platforms, it only makes sense for businesses to connect there as well. Retail insights from the past several years have found more than three-quarters of consumers polled have bought products after seeing them in a brand’s social media post.[11] It’s clear that integrating social media into your omnichannel strategy can amplify your brand presence and increase meaningful connections with your audience.

The Enduring Power of Traditional Advertising

While the digital frontier is expanding, traditional advertising channels continue to hold their ground. Broadcast radio, with its local influence and reliability, remains a powerful tool for reaching local audiences. The human connection forged through the airwaves builds trust and engagement. Radio personalities have become the in market influencers. Similarly, something like targeted direct mail feels more personal than other advertising. Directly receiving something at home can resonate particularly well with people, as they can review more detailed information in their own comfort. A survey conducted by MarketingSherpa found that, when asked about what type of advertising channels they trust when considering a purchasing decision, 76% of respondents list direct mail and 71% list radio advertising as most trustworthy.[12]  While data points from past years will continue to change with the times, it is important to note that traditional avenues will remain powerful tools for building brand trust.

In 2024, the advertising landscape is more diverse than ever, offering unique combinations that cater to varied audiences and preferences. Businesses, regardless of size or industry, can benefit from adopting an omnichannel strategy to integrate both modern and traditional approaches. The key is not to dismiss the power of tradition but to find the delicate balance that allows your brand to thrive in a world where innovation meets reliability. Overall, effective advertising for the future means embracing custom combinations to ensure your brand continues to reach people in a changing world.

 [1] "Top 18 DOOH statistics you just cannot ignore in 2022," The Neuron, July 8, 2021, https://theneuron.com/the-latest-dooh-statistics.

[2] "WOW Media & Neuro-Insight Conduct First of Its Kind Study Revealing True Impact of DOOH in US," PR Newswire, January 26, 2023, https://www.prnewswire.com/news-releases/wow-media--neuro-insight-conduct-first-of-its-kind-study-revealing-true-impact-of-dooh-in-us-301731286.html.

[3] Jyothiikaa Moorthy, "Latest SMS vs Email Statistics in 2023 You Should Know About," Mailmodo, last modified January, 2024, accessed December 29, 2023, https://www.mailmodo.com/guides/sms-vs-email-statistics.

[4] Neelabja Adkuloo, "How to Use SMS Marketing for Your eCommerce Business," Mailmodo, last modified December 31, 2023, accessed December 29, 2023, https://www.mailmodo.com/guides/sms-marketing.

[5] Maxym Chekalov, "46 PPC Stats to Empower Your Marketing Strategy in 2024," TechJury,  last modified January 2, 2024, accessed December 29, 2023, https://techjury.net/blog/ppc-stats.

[6] "What Is OTT Advertising? Ultimate Guide to Over-the-Top Ads," WebFX, accessed December 29, 2023, https://www.webfx.com/digital-advertising/glossary/what-is-ott-advertising.

[7] Jason Wise, "Hulu Statistics 2023: How Many People Watch Hulu?," Earthweb, April 6, 2023, https://earthweb.com/hulu-statistics.

[8] Abby Fields, "Top 130+ Mind-Blowing OTT Statistics You Need to Know in 2024," WebFX, March 20, 2023, https://www.webfx.com/blog/ppc/ott-statistics.

[9] Matthew Woodward, "TikTok User Statistics 2024: Everything You Need To Know," Search Logistics,  December 21, 2023, https://www.searchlogistics.com/learn/statistics/tiktok-user-statistics.

[10] Belle Wong, J.D., "Top Social Media Statistics And Trends Of 2024," Forbes, May 18, 2023, https://www.forbes.com/advisor/business/social-media-statistics.

[11] "76% Of Consumers Buy Products Seen In Social Media Posts," Retail Touch Points, accessed December 29. 2023, https://www.retailtouchpoints.com/resources/76-of-consumers-buy-products-seen-in-social-media-posts.

[12] Christine Moorman, et al, "Why Marketers Are Returning to Traditional Advertising," Harvard Business Review, April 29, 2022, https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising.