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Tech News & Podcast | Africa

2024 Advertising Trends: Here’s what nobody is talking about

In this ever-evolving industry, it’s crucial to explore the less-discussed aspects that could shape our strategies moving forward. How well an agency capitalizes on marketing trends can make or break it, so keeping an eye on the latest is essential to get ahead of the competition. From simpler strategies, such as influencer and micro-influencer marketing, to larger, more complex methods, such as automation and the state of digital marketing overall, all of these elements are important for agencies to understand.

What are the defining marketing trends of 2024? What sort of marketing and advertising will be the most popular in the coming year, and how can an agency leverage its knowledge around these trends? Advertising has always evolved with technology at hand.

MARKETING TRENDS TO LOOK OUT FOR IN 2024

Video Advertising

With many businesses currently just trying to stay afloat, video advertising is the top marketing medium today, with businesses leveraging them as part of their strategy. The rise of the internet, computers, and mobile devices only provided more platforms for video ads to appear. It’s probably still going to be one of the most important advertising trends in the next 5 years. Sales reps and their sales tools are only too happy to accommodate these video ads to stoke revenues.

Mobile-First Advertising

Globally, mobile devices accounted for over half of all online traffic. Global smartphone use increased to 70% after the COVID-19 pandemic (Statista, 2020). During stay-at-home advice and national lockdowns, the majority of consumers made most of their purchases, browsing, and entertainment decisions using their phones. As a result, companies decided to make sure that their websites, apps, and services were optimised for mobile devices.

Nearly every movement in digital advertising has been impacted by this. For example, the majority of videos are now recorded in an upright orientation to produce what is known as a vertical video. This is so because viewing on a mobile device is ideal for the vertical format. They are therefore more likely to be interesting to smartphone users.

Display Advertising

Display Advertising usually refers to visual advertisements using ad banners. 

It is available in a vast array of sizes and shapes. The banners can also be used on several kinds of channels, including social media, blogs, video platforms, and apps.

Spray-and-pray tactics were once utilised ineffectively in this type of marketing. Previously, people who saw banners aren’t even slightly interested in what they’re saying. But since the targeting choices were made available, it has emerged as a significant force in the advertising industry.

A remarkable range of developments have been made to depict advertising trends. Initially, it made it possible for advertisers to target customer-used keywords. Subsequently, it managed to extract pertinent data about the users and their preferences. Not to be overlooked is remarketing.

Remarketing refers to contacting visitors who have already visited the website, so that some information about them is already known. Marketers can then utilise that data to craft unique messaging or content that appeals to the interests of their target audiences. Profit is the next phase.

Social Advertising

Social advertising is the use of Facebook, LinkedIn, Instagram, Twitter, and other social media platforms for advertising potentials.

Paid social media advertising has several advantages. One is the vast array of audiences that may be reached through promotion. 3.80 billion people used social media globally as of January 2020 (We Are Social, 2020). By 2025, the figure is expected to increase to 4.41 billion (Statista, 2021). In addition to social media’s potential consumer reach, by setting up a page for your brand, you can use it to expand your professional or commercial network.

Facebook and LinkedIn allow advertisers to use remarketing. Additionally, sending sponsored and private messages to specific consumers is now a possibility. The recipients can be arranged according to a custom list, interests, or even demographics.

By far the largest social media network is Facebook. It follows the fact that marketers are always coming up with new ways to employ it as a marketing tool is not shocking. Facebook can be effectively used by inserting a brief advertisement into well-known or live videos. In part because the majority of them cannot be skipped, it also has a high completion rate. Its engagement and brand awareness-focused videos are largely responsible for its success.

Print Advertising

Companies are beginning to see the advantages of making investments in the print market. As long as they’re not bills, it’s now more fun to fill a physical mailbox. This is a result of the junk mail, spam, and subscription letters that frequently appear in our emails.

The fact that people enjoy tactile experiences is another fascinating factor that contributes to print media’s continued popularity. Since the start of the digital era, this is now more true than ever. Something that can’t be felt digitally lacks the reassuring sense that comes from being able to touch something. Therefore, establishing relationships and credibility with your audience through physical materials like print media is a smart strategy.

Print advertising trends

  • Customer stories taking the center-page
  • Personalized content through the use of subscription data
  • More creative use of different types of papers
  • Smaller, more focused publications

Programmatic Advertising

Programmatic advertising buys ads automatically using artificial intelligence (AI) that can target consumers more precisely. Comparing this heavily automated procedure to traditional advertising yields faster and more efficient results. This also results in reduced customer acquisition expenses and an increased conversion rate.

Big data processing, technical know-how, and automation are all combined in programmatic advertising. Because it still requires human labour, it is not a fully automated process. In any case, it remains a trend in online advertising that should be monitored.

The world of programmatic advertising is changing due to a number of fascinating developments. Blockchain technology, the 5G network, over-the-top models, voice-activated advertisements, and other innovations are all included.

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