Major trends in advertising: what to do in 2024

In 2023, the advertising market experienced an overall increase in its revenue, with a 15% rise compared to 2022 and a significant growth of 131% since 2019. The digital sector dominates, particularly Digital Out-of-Home (DOOH), which continues to attract a growing number of advertisers. Despite various challenges, radio and television maintain their presence in the advertising market. However, the press sees a decline in advertising revenue, dropping by 24% compared to the third quarter of 2022.

In 2024, it is crucial for advertisers to stay ahead of trends to maximize the effectiveness of their advertising campaigns. Several key factors are reshaping the advertising landscape, providing new opportunities and challenges. Let's explore together the top 7 major advertising trends in 2024.

Article Summary: major advertising trends: what to do in 2024

• Rise of AI in Corporate Communications
• Carbon Emissions' Importance in Advertising
• Surge of Commerce on Social Networks
• Evolution of Influencer Marketing
• Video, an Essential Format
• Expansion of Programmatic DOOH
• FOOH Explosion in France

Artificial Intelligence has impacted the advertising domain. According to ZDNet, investments in AI-related advertising reached $40.2 million from January to September 2023, marking an increase of $10.9 million from 2022.

Generative AI has changed how content is created and distributed. Its use in research, creativity, and advertising optimization allows brands to offer more personalized and engaging experiences to their audiences. For example, AI can generate targeted advertising visuals or optimize campaigns in real-time by analyzing user data. Here is an example of an AI-generated display campaign by Undiz.

>>> Learn more about Undiz's AI-generated advertising here.

Corporate Social Responsibility (CSR) issues are becoming increasingly important in the advertising sector. Reducing carbon footprint is a priority for advertisers. They are turning to eco-responsible advertising mediums and communicating their CSR commitments, meeting the expectations of an audience increasingly sensitive to environmental issues.

CSR initiatives are gaining popularity. One notable example is Michel Delmas , founder of MD Microelectronics, who innovates in advertising by developing eco-energetic panels using colored fluids.

This promising technology, although still in the research phase, aims to significantly reduce the energy consumption of advertising displays. An environmentally friendly alternative to advertising panels that should be industrialized by 2025.

Social networks have continually evolved, becoming true commercial spaces that integrate e-commerce features, offering brands opportunities for direct and interactive sales. According to Ecommerce Nation, Instagram is one of the preferred social platforms for product sales. The 2023 survey reveals that 81% of respondents use this social network to discover products or services.

Another platform not to be overlooked is, of course, Facebook through the META platform, as well as Pinterest. The preferred social network for inspiration. Indeed, 25% of the time spent on Pinterest is dedicated to shopping, representing an opportunity for advertisers to sell their products or services.

It is, therefore, more than evident that a significant trend to consider in 2024 is social networks and the means put in place for advertisers.

In 2024, influencer marketing remains in the spotlight. However, it now focuses on micro-influencers, whose authenticity and proximity to their audience offer brands a more meaningful connection with their targets. Opting for micro-influencers allows for quality and strengthened engagement while targeting a specific audience.

>>> To better understand influencer marketing, read this article.

5. Video, an essential format

In advertising, the video format has always been a classic, but this year, advertisers should focus particularly on streaming. Indeed, streaming dominates both the digital and traditional advertising landscapes. DOOH, with its interactive digital screens, reinforces this trend by offering immersive and captivating experiences.

In addition, there are several key video trends for 2024: 

• UGC (User-Generated Content) video: videos created by users themselves, ideal for influencing purchasing decisions (76% of consumers according to Melted), this method is economical and effective, as companies simply share these videos on their social networks.
• Interactive video: used by 28% of specialists, with a trend towards increased investment, this form offers a high return on investment and improves brand engagement and recognition.
• The short video trend: this is taking hold on social networks such as TikTok, and is perfectly aligned with the preferences of Generation Z, who like to be informed quickly. A striking example is Hugo Décrypte, which offers news summaries in three minutes, illustrating the effectiveness of the short, dynamic format. This popularity can also be seen on YouTube, reflecting a shift towards fast, video-centric news consumption.

6. Expansion of programmatic DOOH

Digital Out-Of-Home (DOOH) has proven its efficiency and popularity lately, with a portfolio experiencing a 25% increase, totaling 2,022 advertisers (BUMP S1 2023).

But it's programmatic that is gaining ground in France, with 41% of advertisers considering its integration into their media strategies. This approach provides more precise targeting and increased flexibility in advertising message dissemination.

DOOH pushes the boundaries of reality with a video format that is also taking new forms thanks to emerging technologies like augmented reality.