The marketing industry saw a mix of expected and surprising trends in 2024. In the first half of the year, marketers grappled with Google’s cookie confusion, the rise of retail media, and the impact of generative AI. The second half brought a recalibration as brands navigated cultural shifts.
Generative AI continued to grow in advertising, with marketers using it as another tool in their creative processes. Some touted cost savings and began rolling out AI-generated ads. Ad networks were all the rage early in the year, especially leading up to the Cannes Lions festival.
However, fewer new networks launched in the latter half of 2024. Marketers expect a handful of new entrants in 2025. Confusion around third-party cookies persisted, frustrating marketers as Google prepared for changes.
The uncertainty remains after years of delays. Branded entertainment saw a resurgence as marketers inked deals to create their own brand studios.
Lessons from 2024 trends and challenges
Starbucks and Chick-fil-A were among those jumping into the space to control their narratives. Women’s sports gained more attention from brands. Early adopters are seeing their investments pay off as the market for women’s sports grows.
Brands attempted to engage with internet culture through quirky, unpolished content on social media. Nutterbutter, Duolingo, Dunkin’, and Scrub Daddy all tried this approach. However, some campaigns faced backlash as people scrutinized ads for political statements amidst ongoing culture wars.
This new reality challenged marketers. Allbirds CMO Kelly Olmstead shared insights, prioritizing paid social and search in Q4. The brand plans a relaunch in 2025 with aggressive plans to reintroduce consumers to Allbirds’ future.
Comcast Advertising’s report confirmed the long-term shift from traditional TV to streaming will continue. 86% of advertisers expect to increase spending on streaming video ads, while 39% plan to cut linear TV budgets. As 2024 ends, staying alert to changing dynamics and adapting strategies will be crucial for marketers’ success in 2025.
