Amazon Ads has highlighted the key trends for advertisers in 2024 Application of generative AI on a large scale and the development of the landscape of Streaming TVUntil the expected disappearance of third-party cookies, 2024 will be established as a year of crucial change for advertisers. As brands look to the future, Amazon Ads shares its view How innovation helps brands big and small deliver better advertising experiences for your audience and better results for your campaigns.
Generative AI will redefine creative development
Generative AI has been all the rage in the last 12 months. In the advertising industry, business leaders have spoken extensively about the potential for generative AI to revolutionize the way creativity is developed and help brands deliver better results, quickly. By 2024, generative AI will become a creative tool that advertisers will use in their daily lives. Gartner studies confirm this: 63% of marketing leaders plan to invest in generative AI solutions in the next two years.
In a March 2023 survey, Amazon Ads found that nearly 75% of advertisers who were unable to create successful campaigns cited creating creative and choosing a creative format as their biggest challenges. Generative AI can help advertisers efficiently create thematic brand images at scale, improving their creative capabilities and streamlining the process.
Introduction of streaming TV
Streaming TV advertising has long been the domain of big brands, but next year we expect to see advertisers of all sizes adopting the format. 2024 will be the year streaming TV becomes a standard part of the SMB toolkit. According to the company, SMBs will begin using streaming TV advertising on a large scale to advance their business goals.
Advertisers will increasingly rely on clean rooms
Advertisers are always looking for new and better ways to increase awareness of their products and provide better customer experiences. But planning, activating and measuring which campaigns and creative efforts are effective in reaching these customers remains a challenge.
For many brands, the answer was to use cleanrooms. Thanks to them, advertisers have been able to gain new audiences and insights that help them optimize their advertising investments. We expect adoption of this technology to increase in 2024 as advertisers seek to securely collect and analyze information from multiple sources, including their own and third parties, while having the flexibility to generate personalized marketing insights . 64% of companies that use privacy technologies already use cleanrooms. In 2024, this number will increase, with 85% already thinking about using this technology.
Advanced machine learning models increase relevance
The way brands reach their target groups will be completely different in the future than they are today. This, coupled with a consumer base that is increasingly cautious about its spending(6), makes advertisers' concerns about the potential of their future campaigns to target relevant audiences more understandable.
To overcome these challenges while achieving incremental performance goals, advertisers must focus on staying relevant, maintaining data integrity, and continuing to prioritize customer trust. One way for advertisers to achieve this is to adopt model-based solutions that enable an in-depth understanding of their audience while delivering results. Investment in this area is expected to increase as advertisers work to stay relevant in a world without third-party cookies.
Interactive ads will help advertisers engage their audiences in new ways
Advertising on linear television and radio has long looked and sounded the same. But with streaming TV and smart speakers in the home, the creative options brands have to engage their audiences have evolved.
In 2024 Interactive advertising offers brands the opportunity to stand out and drive consumer engagement. Interactive ads, available in both streaming TV and audio ads, allow consumers to seamlessly (or easily) add items to a shopping cart or get more information about a product. Simply use your remote control, scan a QR code on the screen, or speak to the connected device that made the announcement.