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Top 6 Media Predictions for 2024: Navigating the Future Landscape 1. Investment in Connected TV (CTV): As consumers increasingly turn to Connected TV (CTV), advertisers must recognize its growing importance. With a staggering 72% of UK users preferring CTV to linear TV, the prediction stands strong that CTV will witness increased investment and stabilized ad revenue. The high user preference for ads relevant to the content they are consuming positions CTV as a strategic platform for advertisers aiming to capture audience attention. 2. Cookies Phase-Out and Privacy: The imminent demise of cookies in 2024 places users at the crossroads of convenience and privacy. A pivotal shift in strategies is anticipated, with a focus on unique reach and continued messaging. Users are prompted to evaluate the value exchange in scenarios where their data is involved. This prediction emphasizes the need for businesses to navigate the evolving landscape of user data responsibly, ensuring a delicate balance between personalization and privacy. 3. Embracing User-Generated Content (UGC): User-Generated Content (UGC) is slated to take center stage in 2024. With consumers placing increasing reliance on peer recommendations and influencers, platforms like TikTok and Instagram are steering toward authenticity. Brands are encouraged to foster a sense of community by tapping into authentic content through polls, reviews, and social media campaigns. UGC not only builds trust but also reflects the evolving preferences of modern consumers in an era dominated by AI and AR. 4. AI in Paid Media: The integration of Artificial Intelligence (AI) into various paid media platforms is already underway, with Google at the forefront of advancements. While AI offers creative solutions such as Generative AI for content creation, the challenge lies in balancing AI-generated creative with human-created content. The prediction underscores the industry's anticipation of AI driving new products in paid media, with Google's Gemini poised to make significant strides. The careful evaluation of AI's role in content creation is essential, acknowledging the intelligence backed by data and science in human-created creative. 5. Organic Search Revolution: The introduction of Google Search Generative Experience (SGE) heralds the most significant shake-up in the organic search industry in a decade. Brands must prepare for the impact on Search Engine Results Pages (SERPs) as AI-generated content directly influences search results. The prediction underscores the strategic implications for brands currently occupying SERPs and the need to adapt to the changing dynamics of the organic search landscape. 6. Rise of Zero-Click Searches: As the industry braces for changes in the wake of Google's Search Generative Experience (SGE), the rise of zero-click searches becomes a focal point. Winners and losers will be decided by those who understand and incorporate SGE into their organic strategy.

https://lnkd.in/gbEjyAxS From the decline of cookies to the rise of generative AI, the media agency landscape in 2024 is bracing for a series of transformative changes and challenges. Following numerous forecasts from analysts and agency heads, Digiday has compiled more predictions from the agency world following surveys with ad leaders. Generative AI has rapidly infiltrated the advertising world, offering new possibilities for content creation, campaign optimization, and internal training. As agencies delve deeper into AI applications, #brandsafety and #transparency are becoming critical considerations. Agencies are further adapting to the integration of generative AI in influencer marketing, particularly on social media. Audio was far from the forefront of the survey, but perceptions are shifting in the advertising world back toward both digital #audio and even #OTA AM/FM. The latest Cumulus Media/Westwood One Audio Active Group Advertiser Perceptions study revealed that 82% of marketing professionals are now commuting, up from 63% last year. While this is still a lower rate than the average American, #radio advertising is poised to benefit, both through increased listening in automobiles and renewed acknowledgment of its #effectiveness among advertisers and media buyers. There’s a growing trend towards merging creative and media functions within agencies. This shift is driven by the blending of brand and performance goals, the sophistication of influencer content, and financial pressures on holding companies. Retail media networks witnessed a nearly 10% growth in 2023, reaching $119 billion and the new year is expected to see further growth. This will likely cause a need for standardization in measurement and terminology. Major and independent agencies are enhancing their expertise in this sector, with programmatic offerings by DSPs becoming increasingly prominent. With the anticipated phasing out of third-party cookies, advertisers are preparing for a major shift in online #advertising strategies. The focus is on incorporating privacy and data tools, with new measurement methods like #attention and ID alternatives gaining traction. For fast trends, 96% of agencies surveyed anticipate maintaining or increasing YouTube spending in 2024. 65% of agencies expect a rise in CTV budgets, compared to only 10% predicting an increase in linear TV spending. Social media spend continues, with 43% of agencies foreseeing increased spending on TikTok, while 28% expect a rise in spending on Meta platforms.

We are thrilled to see BeOp launch their AI application to build conversational content performance ads for the attention economy that drives brand reach, traffic, and most importantly intent-based transactions. Their next-generation platform is built for today, and tomorrow, bringing together modules for publishers and brands to engage audiences with their unique conversational ads that increase attention and intent. As well as generate, and capture data in their DMP for both supply and demand partners. Who can then push to their CRM, DMP, or CDP. This is very aligned with our belief in audience data empowerment. #advertising #advertisingstrategies #advertisingagency #advertisingandmarketing #performancemarketing #digitalmedia #publishers

Google has launched a new AI-powered tool to help maximize the performance of video ads. The tool, called Video Ads Insights, uses machine learning and predictive analytics to give marketers deeper insights into video ad campaigns. It helps them identify patterns and trends in their video ad campaigns, as well as which strategies are driving the most conversions. Video Ads Insights can also be used to optimize targeting, helping marketers reach the right audiences with the right messages. This new tool gives marketers more control over their video ad campaigns, allowing them to maximize their return on investment.

Contextual and curation are the next power couple that advertisers and publishers can lean on to transition to a cookieless advertising ecosystem 👯♂️ "As cookieless solutions come to the fore in 2024, it makes sense that we’re seeing a marked shift - and in some cases return - to contextual. After all, in a world where third-party cookies are about to disappear, contextual advertising stands out as a privacy-friendly, brand-safe way for advertisers to work with publishers to reach discerning audiences in quality environments and in a highly personalized way." The Drum #contextual #curation #cookieless #privacyfirst #data

Publishers around the world are grappling with several challenges, such as decreasing online traffic, reduced revenue, and a general fatigue from constant news consumption. At the same time, they're exploring new technologies like generative artificial intelligence (Gen-AI) and innovative ways to keep readers engaged and loyal. In this landscape, The New York Times (NYT) is standing out as a leader among publishers. It's not only reached a milestone of 10 million subscribers, becoming the world's largest subscription news platform, but it's also making headlines for its legal battle against OpenAI over copyright issues. NYT is set to launch a GenAI-based advertising tool. This in-house developed tool aims to optimise ad-targeting by suggesting the best placements based on an ad's message and objectives, catering to specific audience interests. The tool aligns with NYT's existing efforts in contextual ad targeting using sentiment analysis and first-party data. This GenAI tool, testing in a closed beta with selected partners, marks a shift from traditional pre-set targeting to real-time ad campaign optimization. This initiative is part of NYT's broader investment in GenAI across its operations, mirroring a trend among publishers to use AI for sophisticated, real-time ad targeting. The introduction of this tool is timely, coinciding with the phasing out of third-party cookies and advertisers looking for new ways of context-based user targeting. While its impact remains to be seen, NYT's move signals a path forward for publishers worldwide amidst the industry's ongoing crisis. #NYTPioneeringAI #GenAITargeting #PublishingInnovation #AdTechEvolution #NYTSubscribersMilestone #AIinNewsMedia #ContextualAdRevolution #DigitalPublishingFuture #NYTvsOpenAI #RealTimeAdOptimization #MediaIndustryChallenges #CookielessTargeting #NYTLeadsWithAI Read more: https://lnkd.in/g62Hcc4B NYT subscriptions: https://lnkd.in/gdUwXn6a

Automation is transforming #DigitalAdvertising. How? Automation creates more efficiency in predictability and data capturing – two things I would argue are essential to successful ads. This technology could lend a huge helping hand in targeting new audience groups and creating a stronger database for advertisers to base new content on. #Automation #AI #Advertising

🚀Leveraging AI tools to streamline digital ad campaigns! 📈 In this data-driven marketing landscape, AI-powered tools are a game-changer, optimizing targeting, ad creation, bidding, and performance monitoring. Learn how Dollar Shave Club, Google Ads, Airbnb, and Coca-Cola achieved outstanding results. Stay ahead in the digital marketing game by embracing AI! Read more here https://lnkd.in/gDAkmytG #aiinmarketing #digitaladvertising #datadrivenresults #adcampaigns 📊🎯

For marketers looking to stay ahead of the curve in digital advertising, embracing AI-driven contextual advertising is key. By leveraging advanced machine learning models and custom contextually focused taxonomies, you can target niche audiences with precision and drive up engagement and conversion rates. Prepare your data now for a cookieless future and unlock new ways to serve relevant ads without cookies. Learn more: https://bit.ly/3K11BlA Have you used AI yet for your advertising? #AI #ContextualAdvertising #MarketingStrategy

Introducing leAD - our programmatic ads platform that not only brings powerful capabilities but also adds a layer of AI to the mix, enabling brands to create more meaningful connections with audiences. YOptima Satish Kadu #FurtherTogetherWithBS #ProgrammaticAdvertising #PerformanceMarketing #DigitalAdvertising #AI #ML