Is the marketing pendulum swinging back toward normalcy in 2024? Ad spending is trending that way but skewing more digital than ever. A potential recovery comes on the back of easing inflation, which could lead CMOs to loosen their purse strings following a quiet period.
Marketers will have no shortage of engagement opportunities, including the Super Bowl, the Summer Olympics and U.S. consumers’ growing appetite for more global sports like soccer and Formula 1. Experiments will run rampant with generative artificial intelligence (AI), retail media networks and cookieless identifiers, inviting some stumbles and lessons learned along the way. Streaming’s embrace of advertising could offset steep losses for TV and foster fresh innovations in CTV marketing — though it may not be enough to prevent platform consolidation.
