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20 Key Advertising Trends To Watch in 2024

As 2024 dawns, the digital marketing landscape has been revolutionized by 2023’s emerging trends. Personalization, artificial intelligence and immersive technologies like augmented reality or virtual reality (AR/VR) have taken center stage, vastly enhancing user engagement and broadening the horizons of marketers. These advancements promise a transformative impact on strategies and industry standards for years ahead.

The global digital advertising market was valued at $601.8 billion in 2023, with media ads accounting for 67.1% of overall expenditure. Clearly, digital advertising is a lucrative industry, and it’s no surprise that more companies are finding ways to capitalize on this trend.

Here are 20 digital advertising trends that could shape your strategy in 2024:

 Video Advertising Trends
 Social Media Advertising Trends
 eCommerce Advertising Trends
 Audio Digital Marketing Trends
 Content-Centric Trends in Advertising
 Mobile Advertising Trends
 Personalization Trends in Advertising


Video Advertising Trends

Mobile devices have transformed how we connect and do business, ushering in an era where video advertisements can make or break your marketing campaign. These video advertising trends open up new opportunities for businesses to reach their target audience.

1. Video Ads Keep Getting Shorter

Today’s consumers have a low tolerance for lengthy video ads – over 25% of adults admitted they would stop watching a video within the first 10 seconds. More than half say they would stop within 20 seconds.

As a result, advertisers turn to bite-sized video ads, especially if there’s a sequence of ads back to back (Source: Marketing Sherpa).

How short should video ads be? An analysis found that Instagram videos should not exceed 30 seconds, Twitter videos should be limited to 45 seconds and Meta (previously Facebook) videos should be no longer than 1 minute.

hubspot-blog-marketing-industry-trends-report_42

SourceHubspot

Short-form video content has been found to yield the highest return on investment (ROI) throughout 2023.

Hubspot study shows that short-form video is the preferred format for product discovery among Gen Z (57%) and Millennials (42%).

Social media marketers have also recognized its power, with 54% choosing it as their primary format. In fact, 33% of marketers plan to invest more in short-form video than any other format.

The effectiveness of short-form video is undeniable, with 83% of users considering it the most effective format. Of those already investing in short video ads, 90% plan to maintain or increase their investment.

Meanwhile, 42% of marketers who haven’t used short-form video plan to give it a try, making it the go-to format for today’s modern marketers.

See related post: 9 video marketing trends set to dominate 2023

2. Shoppable Video Ads Set To Sustain Popularity in 2024

As the name suggests, a shoppable ad enables customers to browse and buy products directly from the advertisement.

Shoppable Video Ads

Source: Insider Intelligence

Shoppable media is the future, with 57% of ad agency professionals worldwide believing that this type of advertising will be the next frontier.

Shoppable TV ads have proven to be highly effective for cutting through the noise and boosting customer engagement due to their interactive nature.

Samsung Ads’ survey revealed that over half (55%) of smart TV viewers recall seeing a shoppable ad, with 50% having interacted with one (Source: Insider Intelligence).

Walmart also reported that click-through rates (CTR) for campaigns using Roku’s shoppable ads were at least three times higher than for average video campaigns run through its digital signal processing (DSP).

Other companies have also seen positive outcomes from using shoppable ads in their digital campaigns.

The Fresh Market used on-site shoppable videos to improve its customer engagement strategy. The goal is to replicate the enjoyable and inviting in-store shopping experience on its digital platforms.

By adding short shoppable videos to its website, the retailer has observed a significant increase in engagement rates for videos (113%) and session time (115%).

Similarly, Stolen Stores utilized shoppable video across their website, employing a variety of formats to engage visitors and increase conversion rates through one-click purchasing.

As a result, they experienced a 10% rise in the average order value.

3. Sound Off for Out-Stream Video Ads

We’ve all experienced it. You’re browsing a webpage, and an unseen video ad suddenly starts blaring at full volume.

It’s a situation that frustrates many – with 66% of people saying they hate it when video ads automatically play with sound (Source: Teads).

Sound-on-vs-sound-off

Source: ChatterBlast Media

As it turns out, 53-78% of people prefer sound off for video ads, depending on the context.

Here are other advertising stats that show why sound-off-video ad formats top autoplay ads:

 85% of Facebook users watch with the sound off (Source: Digiday)
 79% of LinkedIn videos are viewed without sound (Source: LinkedIn)
 Videos using captions increase viewing time by 12% (Source: Facebook)

The solution – outstream video ads.

Outstream ads involve integrating videos within the content users read. These videos autoplay silently when scrolled over and paused when out of view.

According to statistics, outstream ads have shown higher click-through rates (CTR) and longer engagement rates than in-stream video advertising.

Captions are another way marketers adapt to these emerging trends in digital marketing.

Research shows that 80% of consumers are more likely to finish watching a video when captions are available (Source: Verizon Media).

In Amazon’s September 2023 video ad, a man shares his experience working for the company.

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ABOUT OUR PROPRIETOR
Mariel Pelaez

The global digital advertising market was valued at $601.8 billion in 2023, with media ads accounting for 67.1% of overall expenditure.