2024 Issues, Trends and Predictions
In this article, we have gathered analyses and predictions on what the industry will focus on in the new year.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Identity Resolution Strategies
To be successful in a post-cookie world, one must have an identity resolution strategy. This need is becoming even more important this year.
The Media Universe
Evan Shapiro has updated his “Media Universe” chart. This is what it looks like at the end of 2023. Read more »
Advertising Challenges
Editor-in-Chief Colin Campbell’s editorial, in JAR’s December 2023 issue, outlines challenges faced by advertising practitioners and researchers.
Privacy
Many consumers are concerned about marketers’ access to their data (as shown in ARF studies with a new report being released soon). Read more »
Diversity/CRM, ESG in Advertising and Polarization/Backlash
We have seen an upswing and change in the inclusion of values in advertising, especially the increase in cause-related marketing (CRM).
Media Use/Audience Behavior
Given the rapid changes in the media landscape and in viewer behavior and attitudes, this is sure to be an on-going concern for researchers.
Better Attention Measurement/Attention vs. Impressions
Attention metrics emerged as a major issue in 2021 and has been important for the ARF ever since.
Optimizing Marketing Strategies
Like “Better Measurement” issues, since the early days of marketing, this has been a topic that always requires a fresh look. Given the fast changes in all relevant factors, this is true now more than ever.
Better Measurement of Media Use/Audience Behavior, Ad exposure and Attribution and Research/Survey/Panel Quality.
These “evergreen” issues are likely to be priorities in 2024 not only because of changes in the marketplace but also because of the emergence of new research tools, including the use of AI.