New insights show how advertisers and agencies are succeeding and spending in an era of advertising targeting, social media and AI

A groundbreaking research report by Material and NewtonX, "The Digital Lead: 2024 Advertising Insights & Tech Trends," provides valuable data and insights into the future of advertising. Highlighting trends in targeting, technology, social media, and the transformative impact of AI on marketing, this report offers crucial insights derived from a national survey of advertising and agency professionals.

1. AI: Shaping the Future of Advertising:

   • AI emerges as the top concern among advertising professionals, with 59% recognizing its transformative potential.
   • Despite enthusiasm, concerns linger regarding AI's application and its impact on targeting and costs.

2. Increased Spending in 2024:

   • Following lean post-pandemic years, advertising budgets are on the rise for 2024.
   • Digital advertising dominates, comprising two-thirds of total ad spend, with social media leading in brand-focused advertising.

3. Adaptation to Cookie Deprecation:

   • Advertisers are moderately concerned about the end of third-party cookies but are adapting with strategies like first-party data utilization and machine learning systems.

4. Key Findings and Priorities:

   • Notable findings include anticipated changes in media mix due to cookie deprecation and a majority expecting budget increases.
   • Strengthening national advertising ranks as the top priority for 48% of respondents in 2024.

As the advertising landscape continues to evolve, staying informed about emerging trends and innovations is paramount. "The Digital Lead: 2024 Advertising Insights & Tech Trends" report offers valuable insights to guide future-forward strategies, empowering advertising professionals to navigate the challenges of 2024 and beyond.