Marketers to Invest in Brilliant Digital Ad Campaigns

BY Denise Gibson
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Brands are gearing up for marketing success in 2024 with digital ad campaigns leading the charge. Here’s how you can prepare for your client’s advertising initiatives this year.

Marketers to Invest in Brilliant Digital Ad Campaigns

Brands are Investing More in Advertising

With fears of a major recession behind us, brands are ready to splurge on campaigns again. According to a report by Brian Wieser at Madison and Wall, U.S. advertising saw an increase of 8.1% in the third quarter of 2023. That percentage doesn’t even include political advertising.

Digital ad campaigns’ spending saw an even bigger increase: 14.6%.

Digital Ad Types to Keep an Eye On

According to Wieser, digital ad types that experienced some of the most significant growth in the third quarter of 2023 include:

  • Commerce Media: 22.8%
  • Social Media: These ads saw growth of 13.8%
  • Search: 8.7%

Digital Out-​of-​Home (OOH)

Traditional media is expected to continue to decline in 2024, as usual. However, Madison and Wall say that outdoor ads are the only traditional ad media type that’s likely to grow this year. This, in large part, is likely thanks to digital out-​of-​home (OOH) ads.

OOH advertising doing well isn’t anything new. A previous SalesFuel blog based on research from OAAA notes that OOH ad revenue reached $1.82 billion in the first quarter of 2023. And that’s only the second highest quarter volume since OOH ads were created.

Utilizing DOOH ads can take this ad category’s effectiveness to the next level. Not only are DOOH ads more eye catching and entertaining than their stagnant counterparts, they also:

So, DOOH ads should definitely be included in your client’s digital ad campaigns in 2024.

Connected TV (CTV)

Wieser points out that traditional TV ad spending is dwindling, but digital TV is taking over the mantle. Digital and CTV grew by 11.6% in the third quarter of 2023 and continues to account for a bigger portion of TV’s total revenue with each passing year.

Why? According to a previous SalesFuel blog based on research from Digiday, CTV ads:

  • Increase brand awareness: 55% of marketers agree
  • Improve ad relevance: 40%
  • Offer precise audience targeting: 39%
  • Are an engaging creative format: 37%
  • Increase brand engagement, both digital and in-​store: 35%
  • Achieve higher conversion rates: 35%
  • Create more repeat customers: 29%

CTV ads also work even when the TV is off. That’s because consumers don’t just see CTV ads when they’re watching TV. They also encounter them on dongles, gaming consoles, sticks, and smart TV apps.

No wonder 76% of marketers say that CTV plays a significant role in their advertising mix.

What Your Client Should Be Using

Of course, every brand’s target audience is different. So, their digital ad campaigns shouldn’t all look the same. What digital ads should your client be investing in for 2024?

You can discover the answer to that question and much more about your client’s target audience on AudienceSCAN on AdMall by SalesFuel. There, you’ll find marketing information such as:

  • Which types of ads, both digital and traditional, influenced what percentages of each audience to take action within the last year
  • Which social media platforms they’re the most active on
  • What types of searches they generally make
  • Their attitudes toward different types of ads
  • What streaming TV services they subscribe to
  • What they plan on spending money on within the next year
  • How they want those purchases to make them feel
  • Demographic information
  • And so much more

The new year is already upon us! It’s past time to talk to your clients about their upcoming digital ad campaigns.

Photo by: Leonid Privalov

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