Navigating the Future of Advertising

As we step into the advertising realm of 2024, the landscape is evolving at an unprecedented pace. Staying ahead of the curve is no longer just a strategic advantage—it's a necessity. From cutting-edge technologies to shifting consumer trends, the CRAFTSMAN+ experts share their predictions for where the future of advertising is heading!

The Future of Connected TV (CTV)

With a growth rate of 21.2% in 2023, CTV is poised for a massive year. Here is what to expect:

• Personalized Content Delivery: CTV will feel more tailored through AI-driven interactive formats like quizzes and games, putting the customer in control of their experience.

• Ecommerce Partnerships: Following the Walmart and ROKU debut, CTV is becoming a primary ecommerce destination. Shoppable interfaces allow consumers to explore products on the largest screen in the home, driving faster conversions.

• Voice Activated Call to Action (VACTA): AI-powered voice commands will allow viewers to connect directly with brands or products without needing to scan QR codes or search manually.

What’s Next in Native Advertising?

• Connecting the Consumer: Seamless integration on platforms like TikTok, X, and Meta will allow direct purchases within carousels, often integrated with tools like Apple Wallet for a "zero-click" retail experience.

• Interactive Messaging: Anticipate a surge in WhatsApp advertising. Mentioning a brand could trigger branded emojis that direct users to digital storefronts, turning messaging into a viral marketing frontier.

The Integration of AI and Augmented Reality (AR)

AI is transforming advertising from a one-sided message into a two-way conversation.

• Experiential Advertising: AR allows brands to integrate a user's physical surroundings into the ad. Imagine game characters interacting with users in their own language and cultural context.

• Productivity and Analytics: Tools like MidJourney, DALL-E, and Alison.ai are streamlining high-level concept generation and creative analytics to produce more intelligent content.

• Real-time Personalization: Machine learning will analyze audience sentiment in real-time, instantly adjusting ad dialogue or visuals to fit the viewer's mood and preferences.

Taking User-Generated Content (UGC) Further

TikTok users are 1.4x more likely to download a game if the UGC uses humor. To take this further:

• Authenticity Over Influencers: The trend is shifting toward micro-influencers and local talent who offer genuine, relatable execution rather than high-tier, polished "celebrity" content.

• Reenactments and Sketches: Creating "lovable characters" in short-form dialogue videos drives engagement. Testimonial styles excel in conversion, while out-of-the-box sketches drive impressions.

• Volume and Experimentation: 78% of users are comfortable with brands trying new content styles. High-volume output is essential, as algorithms prioritize fresh creative.

The Possibilities of Digital-Out-Of-Home (DOOH)

DOOH brings traditional physical advertising into the 21st century with measurable data and dynamic content.

• Targeted Engagement: Advertisers can now meet consumers in the workplace, airports, or taxis with geo-specific concepts tailored to the venue.

• Contextual Technology: DOOH can leverage programmatic spend to target specific demographics based on real-world data like weather conditions or time of day.

• Unblockable Experiences: Unlike digital ads that can be scrolled past, DOOH creates "stop and look" moments. Studies show that seeing an ad 2–3 times in the real world significantly aids brand recall.

Interested in future-proofing your creative strategy? CRAFTSMAN+ provides the tools you need to stay ahead.

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