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2024 Advertising Insights & Tech Trends

 

 

 

Advertising Landscape Shifts:

TikTok Rises, Old Guard Platforms Hold Firm, and AI Looms Large

A new research report on the state of advertising reveals insights based on a national survey of 250 marketing professionals. A fresh outlook on the current and future state of ad targeting, technology and social media considers the expected impact of AI, as well as where agencies and brands are spending in 2024.

59%

More often than not, AI is viewed in a positive light as a transformative force in advertising, but there are still lingering concerns and many unknowns about where its greatest impact will be felt. Many respondents believe the democratization of generative AI stands to reshape the industry forever.

68%

Digital advertising is expected to constitute around two thirds of total ad spend among advertisers. Social media is the most desired allocation of spend for brand-focused advertising, with search engine marketing and social media tied with the lead for performance advertising.

45%

With the end of third-party cookies looming, advertisers believe they are more prepared than previously anticipated. Many are already shifting to embrace first-party customer data strategies; other emerging approaches include contextual and cohort-based targeting, machine-learning systems and CPC/CPA models.

A Few Key Takeaways

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Shifting 
Priorities

We uncovered where digital dollars went the farthest, why budgets are growing in 2024 and which ad platforms performed the strongest.
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Bold 
Predictions

The democratization of GenAI is sending shockwaves through the industry. The future belongs to AI but there’s a great deal of uncertainty about how it will show up and what it means for the advertising and marketing industry. Our results signal what else is brewing.
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The cookie-
free future

See how marketers are shifting their digital philosophies in light of cookie deprecation and new regulations. Many advertisers are shifting to first-party data strategies. See how that will affect marketing budgets, now and in the future.
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Evolving Social Landscape

The social media landscape is constantly evolving, and so are the ways agencies and brands choose to engage with top platforms. Our insights show how advertising pros are navigating the shifts and where they're spending their dollars.
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the full report 

Stay ahead of the curve with actionable insights from “The Digital Lead: 2024 Advertising Insights & Tech Trends.” Download your copy today and unlock the future of advertising.

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About Us

NewtonX is the world’s leading B2B market research firm, connecting decision makers with verified expert insights and strengthening their strategies through deep subject matter experience.

Material, a global strategy, insights, marketing and technology firm, turns insights into unparalleled customer experiences by harnessing the powerful combination of data, human psychology and culture.