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2024 Marketing Review

December 1, 2024

Top Advertising Trends of 2024


Generative AI Revolutionizes Advertising

Generative AI continued to dominate the industry in 2024, transforming how brands create and optimize content. Tools like ChatGPT, MidJourney, and Stable Diffusion enabled marketers to automate repetitive tasks, generate personalized ads, and enhance campaign efficiency. Notably, 85% of marketers reported using generative AI for content creation, with many stating it has redefined their creative processes. (1,2,3)


Cookieless Advertising Gains Traction

With Google phasing out third-party cookies in 2024, advertisers shifted their focus to first-party data and contextual targeting. Strategies like native advertising and high-quality content became essential for engaging audiences while respecting privacy regulations. This transition marked a pivotal moment for data-driven marketing. (1,4,2)


Short-Form Video Dominates Content Strategy

Short-form video solidified its position as the most effective advertising format in 2024. Platforms like TikTok, YouTube Shorts, and Instagram Reels saw increased ad spend as marketers leveraged these formats for higher ROI and engagement. Over 57% of marketers planned to increase their investment in short-form video, citing its ability to captivate audiences quickly. (5,6,3)


Rise of Micro-Influencers and Authenticity

Consumers increasingly valued authenticity in advertising, leading brands to collaborate with micro-influencers who foster trust through niche, loyal communities. User-generated content (UGC) also gained prominence as it resonated more deeply with audiences compared to polished campaigns. (1,3,7)


Experiential Marketing Makes a Comeback

As pandemic restrictions eased, experiential marketing surged in popularity. Brands hosted pop-up events, live product demonstrations, and interactive campaigns to create memorable real-world connections with consumers. Virtual reality (VR) and augmented reality (AR) further enhanced these experiences by blending physical and digital interactions2819.Emerging Channels and Technologies. (8,6,9)


Connected TV (CTV) Advertising Expands

The shift toward streaming platforms continued in 2024 as advertisers invested heavily in Connected TV (CTV). Programmatic targeting and dynamic ad insertion allowed brands to deliver personalized ads across platforms like Hulu, Prime Video, and YouTube TV. (2,10)


Sustainability in Media Buying

Sustainability emerged as a key focus for advertisers in 2024. Brands prioritized eco-friendly practices in media buying and highlighted their commitment to social responsibility in campaigns. This trend aligned with growing consumer demand for purpose-driven branding. (10,9)


Key Lessons from 2024

  • Adaptability is Crucial: The transition to cookieless advertising demonstrated the importance of agility in navigating regulatory changes.
  • Invest in Emerging Formats: Short-form video and CTV offer significant ROI opportunities for brands willing to innovate.
  • Prioritize Authenticity: Consumers value genuine connections over traditional celebrity endorsements or overly polished ads.


Hopefully these insights help you refine your strategies for 2025!

Full Circle News

Agency

DeepSeek: Disrupting Advertising

By Clarity Patton • January 30, 2025
DeepSeek: Disrupting Advertising AI DeepSeek, a revolutionary open-source AI model developed by a Chinese startup, appears likely to be a disruptive force in the advertising industry. Since its January launch, DeepSeek has rapidly gained traction, topping app store charts and sparking debates across Silicon Valley and Wall Street. Its implications for the advertising industry are profound, promising to reshape everything from campaign personalization to cost efficiency. What Makes DeepSeek Stand Out DeepSeek's appeal lies in its combination of high performance and low cost. Developed on a modest $6 million budget—minuscule compared to the billions spent by competitors like OpenAI—it delivers capabilities comparable to leading AI models such as ChatGPT. By leveraging resource-efficient training methods and older hardware, DeepSeek has democratized access to advanced AI, making it a game-changer for marketers globally 2612. Key features of DeepSeek include: • Predictive Analytics: Enhanced targeting capabilities allow advertisers to predict consumer behavior with unprecedented accuracy, optimizing ad placements and timing 14. • Hyper-Personalization: The model enables real-time creation of highly tailored ads, driving deeper engagement and higher conversion rates 117. • Cost Efficiency: As an open-source platform, DeepSeek significantly reduces the financial barriers for businesses looking to integrate AI into their advertising strategies 67. Impact on the Advertising Industry Creative Revolution: DeepSeek's generative AI capabilities allow for the rapid production of diverse ad creatives. Brands can now test hundreds of variations in real-time, optimizing campaigns for maximum impact 319. Leveling the Playing Field: By offering a high-performing yet affordable alternative to proprietary models, DeepSeek empowers smaller agencies and businesses to compete with larger players. This democratization could lead to a surge in innovation and creativity across the industry 610. Real-Time Optimization: With its ability to analyze live performance data, DeepSeek enables advertisers to adjust campaigns dynamically, ensuring optimal ROI while minimizing waste49. Global Competition: DeepSeek's success underscores China's growing influence in AI innovation. Its rise challenges Western tech giants and highlights the limitations of U.S. export controls aimed at restricting China's access to advanced technologies 713. Challenges and Ethical Considerations Despite its promise, DeepSeek raises concerns about data privacy and security. The U.S. Navy has already banned its use due to fears of potential data access under Chinese cybersecurity laws 2. Additionally, as AI tools become more accessible, advertisers must navigate ethical questions around transparency and responsible usage 21. Looking Ahead DeepSeek's disruptive entry into the market is poised to accelerate the adoption of AI in advertising. As brands increasingly rely on AI-driven tools for hyper-personalized campaigns and real-time optimization, those who embrace this technology will gain a competitive edge. However, balancing innovation with ethical considerations will be critical as the industry moves forward. In an era where efficiency and creativity are paramount, DeepSeek represents both an opportunity and a challenge—a glimpse into the future of advertising powered by artificial intelligence.
Agency

Top Trends to Watch in 2025

January 15, 2025
Generative AI and Automation Dominate Advertising Strategies According to Mediaocean’s 2025 H1 Advertising Outlook Report, generative AI has emerged as the leading trend for marketers, with 63% identifying it as critical. Automation investments have also risen by 17%, reflecting a focus on streamlining workflows and improving campaign effectiveness. Marketers are increasingly leveraging AI for hyper-personalized content, dynamic ad placement, and real-time audience targeting. (1,2) Retail Media Growth Accelerates Retail media continues to expand as brands capitalize on the valuable consumer data held by retailers. Platforms like Amazon DSP and Walmart Connect are driving innovation by integrating advertising into the shopping experience. This channel is expected to play a significant role in digital ad spending growth through 2025. (3,4) Connected TV (CTV) and Immersive Experiences Reshape TV Advertising CTV remains a key focus area as streaming platforms evolve. Marketers are exploring hybrid models that merge traditional TV with on-demand content while incorporating immersive technologies like augmented reality (AR) and virtual reality (VR). These innovations promise more engaging ad experiences and better targeting capabilities. (5,6) Regulatory Updates Impacting Advertisers FTC’s New Rules on Fake Reviews and Testimonials The Federal Trade Commission (FTC) has implemented a final rule banning fake reviews and testimonials. This includes prohibiting businesses from creating or purchasing false reviews or misleading social media indicators. The rule aims to foster transparency and protect consumers from deceptive practices. Meta’s Crackdown on Health-Related Data Meta has introduced stricter policies to prevent advertisers from sharing sensitive health-related data via its platforms. While details remain ambiguous, marketers are preparing for significant impacts on targeting strategies in regulated industries like healthcare. (8) Insights from CES 2025 This year’s Consumer Electronics Show (CES) highlighted the growing influence of AI in marketing. Industry leaders emphasized the need for agencies to demonstrate how AI can drive business results while reskilling their workforce to collaborate effectively with these technologies. The event also underscored the importance of adapting to a fragmented media landscape. (9) Ad Spend Forecasts & Economic Outlook Global Ad Spend Growth Dentsu forecasts a 5.9% growth in global ad spend for 2025, driven by digital channels such as social media, retail media, and online video. Notably, algorithmically supported advertising is expected to account for nearly 79% of total ad spend within three years. (4) Budget Adjustments Amid Economic Uncertainty Despite economic challenges, two-thirds of marketers anticipate business improvements in 2025. However, only 34% expect budget increases, reflecting cautious optimism about ROI-focused investments. (10) Creative Campaign Highlights Walmart’s Holiday Campaign Success Walmart’s “Gifts That Show You Get Them” campaign stood out during the 2024 holiday season by blending pop culture references with emotional storytelling. The brand leveraged nostalgic TV shows like Gilmore Girls and SpongeBob SquarePants to create memorable ads that resonated with audiences. (11) Shutterfly’s Personalized Gift Campaign Shutterfly’s “Make Something That Means Something” campaign showcased personalized photo gifts as meaningful alternatives to mass-produced items. By emphasizing emotional connections, the campaign successfully differentiated itself in a crowded holiday market. (12) Looking Ahead As we move further into 2025, expect continued emphasis on: AI-driven personalization across all marketing channels. Retail media as a cornerstone of digital advertising. Regulatory compliance amidst evolving privacy laws. Stay tuned for more updates on how these trends unfold throughout the year!
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