Tech Themes 2024: Five key trends shaping the media industry

The 2024 media landscape constantly shifts, and every day brings new developments, regulations, and areas for investment. Staying ahead by understanding and predicting these changes is a must.

Jeremy Arditi, co-CEO of Teads, comments, “From the dominance of CTV to the rise of AI-powered media, our findings signal a call for one thing in the year ahead – adaptability. In the post-cookie era, the foresight to anticipate and capitalize on emerging themes will be the common thread driving successful media campaigns and monetization. By working with a premium-quality, forward-thinking, and proactive partner, brands can future-proof their success.”

This principle is the cornerstone of our latest ebook, Tech Themes 2024. Our comprehensive ebook offers an insider’s guide to navigating through 2024’s media evolution, focusing on the five pivotal themes redefining the marketing frontier.

5 Key Insights from Tech Themes 2024 Include:

1. The Rise in Power of CTV in an Omnichannel Media Strategy

The media consumption landscape is undergoing a radical transformation, with Connected TV (CTV) at the forefront with projections that CTV households might outnumber pay-TV households in 2024. In addition to scale, CTV advertising is effective, with 40% of advertisers experiencing a “much better” return on investment in CTV advertising.

• The Importance of Context in the Shift Beyond Third-Party Data

As we move into a cookieless future, it’s crucial to develop alternative strategies off third-party data — because staying ahead isn’t just about keeping pace; it’s about preventing your business from losing scale. Leveraging contextual signals and intelligence shifts the paradigm from reliance on individual user data to understanding the complete picture of content consumption. This approach offers a promising pathway where the relevance of ads is determined by the content environment, aligning marketing efforts with users’ immediate interests and needs. Contextual targeting is a viable substitute for cookies, offering a privacy-compliant and effective strategy for reaching audiences in a post-cookie world.

• The Convergence of Brand and Performance

As advertising has become more digital, marketers have gotten more information on how ads perform in terms of short-term activities, from website visits and store traffic to sales. The sales promotion activity pushed brand building into the background. It is possible to manage branding and performance, or “brandformance. Marketers have been engaging in this practice implicitly. Still, the real distinction in mid-funnel strategy lies in understanding the audience, being intentional with creative, and optimizing the outcomes that nurture potential customers down the conversion funnel. This approach underscores the importance of a strategic blend in creative execution for maximum impact, continuously attracting new shoppers to fuel sales and ensuring that quality traffic is at the heart of product success.

• The Value of Brand Safety & Sustainability in Preserving the User Experience

In 2024, the digital landscape demands a heightened focus on quality user experiences, including enhanced ad experiences, robust privacy measures, ethical practices, and a staunch stance against fake news. Forming premium partnerships, using trusted third-party verification vendors, creating high-quality ads, and embracing contextual safety is imperative for user experience, brand safety, and revenue.

• The Power of AI-Powered Media

The rise of artificial intelligence and machine learning in marketing is a full-scale revolution, with 80% of marketers already using AI in ad campaigns, and the global investment in AI across the ad market is expected to reach $107 billion by 2028. Brands now wield AI to forge deeper connections with customers, turning data into narratives and insights into strategies.

Whether you’re grappling with shifting to a cookieless world, looking to maximize your ROI with CTV, or exploring the synergy between brand and performance marketing, this guide is invaluable.

Download Teads’ Tech Themes 2024 and stay ahead in the rapidly changing world of digital media.

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About Teads

Teads operates a leading, cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies.