Insights at Ad Week 2024

Ad Week in New York was on October 7-10 as they hosted their 20th year!

Three overarching themes for Ad Week were around the evolution of CTV 🖥 advertising, how artificial intelligence 🧠 is shaping our industry and the holistic approach on leveraging first party data 📱 💻 .

We currently leverage CTV to cover extended reach of linear TV. We target contextually, buying based on genre of show in comparison to the product or service being advertised. (i.e. a commercial for food products being served during a cooking show).

TV has always been great at achieving emotional response and resonance and we’re coming into this concept of contextually targeting based on emotion. If your audience was watching something dramatic and thrilling, shouldn’t the tone of a commercial be dramatic and thrilling?

Consumers create a brand memory from long form content, and advertisers have to consider where their audience is in their emotional journey; the creative should inherently fit.

CTV advertising is fragmented. We’re still in the early stages and just now getting used to engaging with it. In 2010, we weren’t buying products or services from social media ads, compared to now.

Consumers are becoming more educated on the QR code. We as advertisers need to evolve in thinking about the user experience in comparison to the technology and navigating among these platforms. (i.e. enable the QR code early on and leave it up there, what aspects could be clickable with the remote).

What will the new measurement variables and metrics be 10 years from now?

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Written by Laura Parkes, Direction of Digital Activation.