With 2024 just around the corner, the Marketing Doctor office is abuzz with predictions for 2024 media trends. What you’re about to read isn’t just another set of forecasts; we’ve distilled the complexities and opportunities of an ever-changing media landscape into five essential questions you should be asking your media agency as they plan for 2024. We will:
- Unpack the impact of AI and programmatic media buying on your brand’s media strategies
- Explore the implications of data privacy laws
- Delve into how traditional and digital marketing (tradigital marketing) intertwine, and
- Examine the critical nuances of paid media in the upcoming election year.
Ready to explore the pivotal themes shaping the future of media?
1. Real talk: does AI live up to all the hype, or is it just another advertising buzzword?
TLDR; Yes, if you know how to use it…
It’s no secret that artificial intelligence (AI) is disrupting the marketing landscape. AI has evolved from science fiction to a transformative tool, reshaping how businesses engage customers. However, its implementation requires careful attention due to concerns about algorithmic bias, data privacy, and job displacement.
Media channels have been using AI in their ad delivery algorithms for years, and as media strategists, planners, and buyers, navigating the AI waters is core to our work. We are continuously navigating the complexities of machine learning for campaigns to leverage evolving capabilities.
Performance creative is one embodiment of a test-and-learn approach to media strategy, in which buyers and analysts review performance to determine which ads are performing best at all levels of the funnel. From this analysis, themes emerge, and thus begins the data-driven decision-making cycle of new ad creation.
On the creative side, AI-powered tools like generative design software can create multiple ad variations for testing in a fraction of the time it would take a human designer, freeing up creative teams to focus on strategic decision-making instead of production.
AI is expected to bring rapid growth and industry-wide changes to the world of marketing in 2024, and we’re dedicated to keeping up with the changes.
2. Should my brand tap into the power of programmatic media buying?
TLDR; Yes!
Programmatic media buying, though often misconstrued as a media channel, is actually a method that offers efficient, flexible buying through automated processes and real-time bidding. Programmatic media buying has gained attention in recent years, from the demise of MediaMath to the growing list of demand-side platforms (DSPs).
There is no one-size-fits-all DSP – each caters to distinct advertising needs. At Marketing Doctor, we vet and partner with a roster of DSPs based on their strengths across industries, audiences, costs, reach, and ad types. Programmatic media buying also provides access to expanded inventory across various channels, such as digital display, audio, connected TV, or digital out of home.
Researching, testing, and studying the strengths of DSPs will be a cornerstone of paid media success in 2024.
3. Why should my brand care about data privacy changes?
TLDR; The change is already here – leverage the opportunity to understand the laws deeply.
With the increasing concerns around how data is collected, stored, managed, and shared, paid media teams need to be well-informed about data privacy principles.
Changes in data privacy regulations can actually benefit marketers by providing higher-quality data and increased respect for consumers’ privacy.
At Marketing Doctor, we prioritize data privacy not just to comply with legal requirements but to foster trust-based relationships with consumers. In 2024, make sure your media team is steadfast in their commitment to safeguarding sensitive consumer information. It will be a win-win scenario.
4. What the heck is tradigital marketing and how can it benefit my brand?
TLDR; Tradigital = the essential combo of traditional and digital marketing, plus some extra capabilities.
Tradigital marketing represents the convergence of traditional (e.g. linear TV, radio, out of home, print) and digital or paid social media channels. It also includes platforms that bridge the gap, like over-the-top (OTT) streaming, audio streaming, and digital out of home (dOOH). In combining channels, media planners create a cohesive, powerful blend that increases conversions.
To effectively execute a tradigital marketing campaign, advertisers need to partner with a media agency that has a comprehensive knowledge base of cross-screen/platform tactics. Our team’s mastery in both traditional and digital realms enables us to effectively harness the power of tradigital marketing – an approach that ensures greater synergy across channels, amplified brand visibility, and ultimately, higher ROI. In this age of rapid digital transformation, embracing ‘tradigital’ isn’t just good, it’s essential.
5. How will my brand stand out during the 2024 Presidential Election pandemonium?
TLDR; Understand the implications of the political spending season to get ahead of it.
With a record $12 billion forecasted to be spent by political campaigns in 2024, many advertisers are worried about standing out:
- TV ad pricing is predicted to decrease, excluding sports, due to a decline in viewership. Political media buyers, however, often still target older demographics who primarily watch linear TV, potentially resulting in tighter inventory.
- Spending on OOH advertising is expected to rise due to increased demand and the availability of programmatic marketplace inventory for dOOH.
- Connected TV (CTV) is gaining popularity among political buyers for its targetability and delivery, suggesting an anticipated increase in political spending on this channel.
Stay ahead of the curve by incorporating these insights into your media strategy for the new year. Marketing Doctor understands how to navigate the busy political season, whether your campaign is political in nature or not.
Ready to master the advertising challenges and opportunities of 2024?
TLDR; You bet!
The marketing landscape of 2024 may seem daunting, but with Marketing Doctor, you can successfully steer your brand through these significant trends and toward successful results. Don’t just weather the storm; seize the opportunity to adapt, innovate, and thrive in this new advertising era. Reach out to Marketing Doctor today.
With 2024 just around the corner, the Marketing Doctor office is abuzz with predictions for 2024 media trends. What you’re about to read isn’t just another set of forecasts; we’ve distilled the complexities and opportunities of an ever-changing media landscape into five essential questions you should be asking your media agency as they plan for 2024. We will:
- Unpack the impact of AI and programmatic media buying on your brand’s media strategies
- Explore the implications of data privacy laws
- Delve into how traditional and digital marketing (tradigital marketing) intertwine, and
- Examine the critical nuances of paid media in the upcoming election year.
Ready to explore the pivotal themes shaping the future of media?
1. Real talk: does AI live up to all the hype, or is it just another advertising buzzword?
TLDR; Yes, if you know how to use it…
It’s no secret that artificial intelligence (AI) is disrupting the marketing landscape. AI has evolved from science fiction to a transformative tool, reshaping how businesses engage customers. However, its implementation requires careful attention due to concerns about algorithmic bias, data privacy, and job displacement.
Media channels have been using AI in their ad delivery algorithms for years, and as media strategists, planners, and buyers, navigating the AI waters is core to our work. We are continuously navigating the complexities of machine learning for campaigns to leverage evolving capabilities.
Performance creative is one embodiment of a test-and-learn approach to media strategy, in which buyers and analysts review performance to determine which ads are performing best at all levels of the funnel. From this analysis, themes emerge, and thus begins the data-driven decision-making cycle of new ad creation.
On the creative side, AI-powered tools like generative design software can create multiple ad variations for testing in a fraction of the time it would take a human designer, freeing up creative teams to focus on strategic decision-making instead of production.
AI is expected to bring rapid growth and industry-wide changes to the world of marketing in 2024, and we’re dedicated to keeping up with the changes.
2. Should my brand tap into the power of programmatic media buying?
TLDR; Yes!
Programmatic media buying, though often misconstrued as a media channel, is actually a method that offers efficient, flexible buying through automated processes and real-time bidding. Programmatic media buying has gained attention in recent years, from the demise of MediaMath to the growing list of demand-side platforms (DSPs).
There is no one-size-fits-all DSP – each caters to distinct advertising needs. At Marketing Doctor, we vet and partner with a roster of DSPs based on their strengths across industries, audiences, costs, reach, and ad types. Programmatic media buying also provides access to expanded inventory across various channels, such as digital display, audio, connected TV, or digital out of home.
Researching, testing, and studying the strengths of DSPs will be a cornerstone of paid media success in 2024.
3. Why should my brand care about data privacy changes?
TLDR; The change is already here – leverage the opportunity to understand the laws deeply.
With the increasing concerns around how data is collected, stored, managed, and shared, paid media teams need to be well-informed about data privacy principles.
Changes in data privacy regulations can actually benefit marketers by providing higher-quality data and increased respect for consumers’ privacy.
At Marketing Doctor, we prioritize data privacy not just to comply with legal requirements but to foster trust-based relationships with consumers. In 2024, make sure your media team is steadfast in their commitment to safeguarding sensitive consumer information. It will be a win-win scenario.
4. What the heck is tradigital marketing and how can it benefit my brand?
TLDR; Tradigital = the essential combo of traditional and digital marketing, plus some extra capabilities.
Tradigital marketing represents the convergence of traditional (e.g. linear TV, radio, out of home, print) and digital or paid social media channels. It also includes platforms that bridge the gap, like over-the-top (OTT) streaming, audio streaming, and digital out of home (dOOH). In combining channels, media planners create a cohesive, powerful blend that increases conversions.
To effectively execute a tradigital marketing campaign, advertisers need to partner with a media agency that has a comprehensive knowledge base of cross-screen/platform tactics. Our team’s mastery in both traditional and digital realms enables us to effectively harness the power of tradigital marketing – an approach that ensures greater synergy across channels, amplified brand visibility, and ultimately, higher ROI. In this age of rapid digital transformation, embracing ‘tradigital’ isn’t just good, it’s essential.
5. How will my brand stand out during the 2024 Presidential Election pandemonium?
TLDR; Understand the implications of the political spending season to get ahead of it.
With a record $12 billion forecasted to be spent by political campaigns in 2024, many advertisers are worried about standing out:
- TV ad pricing is predicted to decrease, excluding sports, due to a decline in viewership. Political media buyers, however, often still target older demographics who primarily watch linear TV, potentially resulting in tighter inventory.
- Spending on OOH advertising is expected to rise due to increased demand and the availability of programmatic marketplace inventory for dOOH.
- Connected TV (CTV) is gaining popularity among political buyers for its targetability and delivery, suggesting an anticipated increase in political spending on this channel.
Stay ahead of the curve by incorporating these insights into your media strategy for the new year. Marketing Doctor understands how to navigate the busy political season, whether your campaign is political in nature or not.
Ready to master the advertising challenges and opportunities of 2024?
TLDR; You bet!
The marketing landscape of 2024 may seem daunting, but with Marketing Doctor, you can successfully steer your brand through these significant trends and toward successful results. Don’t just weather the storm; seize the opportunity to adapt, innovate, and thrive in this new advertising era. Reach out to Marketing Doctor today.
