Four emerging marketing channels to advertise on in 2024

1.Connected TV

Today we see a media consumer more engaged and informed than ever. By 2025, adults will spend nearly 8 hours a day engaged with several media options. Almost double the time spend with traditional media channels.

As consumers are flexing their muscles and choosing what to watch, advertisers and agencies must revisit their strategies to maximise reach against those key targets.

CTV ad spend is growing from 17.3 billion to 33.6 million in 2025. So we are seeing huge growth in CTV. In 2022, adults spent most time watching digital videos, and they have replaced that with traditional tv with CTV.

Watch time is on big screen. We see consumer usage has increased and dollars have followed as well.

2. Audio Books & Podcasts

The next emerging marketing channel is digital audio. More than 22 million customers are using digital audio each week. Gen Z and millennials make up 50% of the digital audio cohort. 73% listeners are using free ad-supported audio. We also see a lag in terms of dollars committed to platform given the usage. Digital audio makes up 11% of time spent engaged with digital media but still accounts for less than 2% of total digital media ad spend.

Lean in content combined with an identity solution that is able to target customers and reach those customers in an environment where they are engaged with the content provide lots of opportunities for advertisers and marketers.

3. Video Gaming

It’s no longer a niche channel. It is coming to heat up. 50.4 % of population is playing video games and she evenly divided between men and women. The video gaming ad spend is significantly less than CTV but it is growing.

4. Digital Out of Home

Digital -out-of-home -  We have seen resurgent growth in this platform. It is booming and leveraged by marketers.

So with all these emerging platforms, what are the implications for marketers?

Advertisers need audience strategies powered by robust forward looking identity solutions to target and measure the campaigns that they are executing.