We’ve curated a must-see list of transformative ad tech trends for 2024.  So dive into the top ad tech trends in our blog that are poised to revolutionize the industry in 2024.

The ad tech industry is like a high-speed rollercoaster – exhilarating, unpredictable, and filled with twists and turns. After a year marked by significant advancements and innovation in 2023, we’re now hurtling toward an even more exciting 2024.

In fact, according to Statista, programmatic advertising was worth 418 billion U.S. dollars in 2021. And this figure is expected to reach 725 billion by 2026.

That said, without further ado, let’s straightaway delve into the ad tech trends and adtech development.

Top Ad Tech Trends to Lookout for in 2024

Here’s how we think the future of ad tech will look in 2024 and beyond:

1. Connected TV (CTV)

CTV consumption and advertising have already cemented their place in the US. Other countries, like India, and China, have also started well on consumer adoption of CTV. The cheaper and easier availability of Smart TVs & dongles (Amazon Fire Stick, Chromecast, etc.), together with compelling content propositions of leading OTT players, is only going to accelerate this change going forward.

As consumers will spend more time on this device and content format, ad dollars will also eventually move in this direction. The USA market is expected to see growth for both subscriber’s SVOD (Subscription Video-on-Demand) content and advertiser-funded AVOD (Advertising Video-on-Demand) content on CTV. 

2. Video Ads Adoption

Video’s influence will only grow as brands will continue to leverage its power. As per a study, viewers retain 95% of video information compared to 10% with text, making it a key retention driver.

Social media platforms fueled video consumption last year, prompting brands to adapt their campaigns. Interactive shoppable video ads capitalize on the e-commerce boom.

Contextual video ads offer publishers an alternative to third-party data, while social commerce provides opportunities for video content.

Large brands leverage video ads for brand awareness and education, but understanding audience consumption is crucial for success.

3. Hyper-Personalization

The next ad tech trend in the list is Hyper-Personalization. The hyper-personalization is the game-changer within the ad tech industry. Hyper-personalization means targeting the right user at the right time on the right channel with a personalized contextual message. We see this marketing trend continue, aiding advertisers in providing targeted experiences to consumers through segmenting and smart audience management with the help of technologies including data analytics, AI, and ML. 

We believe AI/ML-led contextual ads to drive app and product recommendations have just about started to take off, and this will continue to grow significantly this year and beyond.

Moreover, brands now have the capability to employ machine learning algorithms for real-time analysis of data, providing deeper insights into their market’s user journey. Furthermore, integrating AI and automation into tech simplifies the workflow for professionals, enhancing efficiency.

Learn more: Revolutionizing Human Resources with Artificial Intelligence

4. Geotargeting

Out-of-home (OOH) advertising is making a comeback. However, we are not talking about traditional billboards, as OOH options now have become a lot more sophisticated. Advertisers can use programmatic geolocation signals and blend online & offline usage data to better connect with their audiences on the go.

While the pandemic-led lockdowns impacted this industry negatively in the previous year, we expect 2024 to be the time for it to bounce back, with the growth being driven through greater adoption of programmatic.

5. Augmented Reality and Virtual Reality

The increase in the popularity of Augmented / Virtual Reality is nothing new. However, after the pandemic, there has been a significant acceleration in its use. AR and VR offer a multitude of possibilities for brands to engage with consumers both online & offline, in real-world or virtual, drive branding campaigns, in-store navigation, and innovative online product discovery-cum-trial that mirror a physical shopping experience.

Combined with AI, Mixed Reality (MR), having AR & VR blended together can become an extension of the human senses. Some of the global brands have been early adopters of this technology to open 24×7 Virtual Malls with online shopping experience for one’s virtual avatars or for famous gaming characters, design to testing online models of home decor, and celebrity endorsements without incurring a hefty fee for the celebrity’s physical presence across multiple locations as well as personalized marketing, revolutionizing brand and retail commerce.

6. Integrated Consumer Journeys

Another ad tech trend in the list is integrated consumer journeys. Consumer journeys online and offline have blended, making the ad spend consumer-focused rather than media-focused. The consumer is present across multiple channels and what the advertiser wants is to reach out to the consumer across online & offline channels to drive incremental engagements at the right time, right channel, the right content, and the right price.

Platforms span across the consumer journeys, enabling the advertiser to take a single view of the consumer and engage him/her across multiple touchpoints in both the online and offline space, with online targeting, omnichannel marketing, proximity marketing, and Drive-to-Store campaigns with incremental footfall measurement in real-time.

7. Vernacularisation

Vernacularisation is also making it to the ad tech trends in 2024 as more and more people come online. The percentage of consumers who consume digital content in local languages is increasing every day. The pandemic has also given a huge impetus to the consumption of vernacular content. It has been said for a long that the USA is not one single market but rather a combination of several micro markets. Vernacular content and advertising is a true manifestation of this.

As a result, advertisers are looking to leverage this opportunity to reach the next 100 million new online shoppers who are likely to have a vernacular affinity to better contextualize their ads and improve response rates.

8. Change in Data Privacy

With 2024 set to bring significant changes to the media and marketing landscape, publishers and advertisers need to be ready to do more with less personal data.

Google’s decision to delay removing third-party cookies from Chrome has given both publishers and advertisers time to dive into new opportunities connected to personal data collection.

This year will have to be one of transparency and authenticity, with companies moving to find their unique voice and connecting to relevant audiences.

9. Ads Gamification

Talking about another ad tech trend to watch for in 2024, it’s none other than the gamification of ads. This can turn out to be one of the most engaging and effective advertising strategies that can bring fruitful results to the publishers. You may have also come across such ads while playing games on your smartphone or computer.

10. Resurgence of DOOH

The landscape of Digital Out-of-Home (DOOH) advertising is undergoing rapid evolution. Since the pandemic has long been gone, there’s been a surge in people spending time outdoors. Adopting a data-driven approach to DOOH not only enables interactive outdoor advertising but also demonstrates nearly 100% resistance to ad fraud, providing a secure and effective advertising medium.

Final Words

In conclusion, 2024 is expected to bring a lot of changes for Ad Tech, marked by innovation and the evolution of new ad tech solutions. The ad tech trends highlighted above provide a roadmap for advertisers and publishers to navigate this dynamic landscape successfully. Embrace these trends to stay ahead, adapt to change, and capitalize on emerging opportunities in the ever-evolving world of advertising technology.

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Frequently Asked Questions: Ad Tech Trends

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