How is marketing changing in 2024?
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DooH fits
Digital out-of-home (DOOH) advertising experienced a significant upswing in the first half of 2024. According to the latest advertising trend report from market research company Nielsen, the DOOH industry achieved gross sales of EUR 644.3 million, which corresponds to a remarkable increase of over 41% compared to the same period last year. The share of DOOH advertising in total outdoor advertising rose from 37% to 43%.
Video is growing
Digital video advertising is experiencing a significant upswing, as the latest IAB report shows. Spending on digital video ads is expected to reach 62 billion dollars in 2024, a 16% increase on the previous year and more than double the 26 billion dollars spent in 2020. This shift is clearly reflected in the shift in advertising spend from linear TV to digital video, which will account for 52% of video advertising budgets for the first time in 2024, overtaking linear TV.
Geo-targeting is coming
Beintoo, an international data specialist, has recently expanded its targeting options and is now introducing the new “Spots” planning tool for strategic geo-targeting. This tool is aimed at advertisers with physical sales areas, such as car dealers and retailers, and enables the regional measurement of market shares based on visitor flows. It also allows targeted advertising at zip code level.
Authenticity is in
Dove's Campaign for Real Beauty is celebrating its 20th anniversary with a continued commitment to challenging unrealistic beauty ideals. Originally launched to promote diversity and naturalness, Dove has made significant progress through high-profile campaigns and strategic initiatives such as the Reimagine Beauty Book and the Real Beauty Prompt Playbook. Despite over 100 awards at Cannes Lions and widespread recognition, 73% of women still see advertising as a source of unrealistic beauty ideals, according to a recent study.
Social instead of search
Generation Z has fundamentally changed its search habits and prefers social media over traditional search engines such as Google for product searches. A study by Reddit in collaboration with GWI, Ambassco and Bradwatch shows that young people find search engines time-consuming and untrustworthy. They also don't want to scroll through multiple pages of search results to find the information they need.