As we step into 2024, the world of advertising is undergoing a transformative shift. Viewer habits are evolving rapidly, and staying ahead of these changes is crucial for brands looking to make a lasting impact. Advertisers now have an unprecedented opportunity to connect with their audience in more meaningful and innovative ways.
The scene is changing fast, with short-form content making a splash on Connected TV (CTV), interactive sports viewing ramping up the excitement, and the Olympic fever reaching new heights. In this post, we’ll explore key trends shaping viewer habits in 2024 and provide actionable strategies for advertisers to harness these trends effectively.
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Here are three key trends to watch out for:
The rise of short-form video on CTV: Short-form video is no longer just for mobile devices. Viewers are increasingly watching short-form content on their TVs, and this trend is only going to continue. Brands need to be prepared to create engaging ad formats for CTV that will capture the attention of these viewers.
Deeper engagement during the Olympics: Viewers are more interested than ever in getting involved with the Olympics, both on and off the screen. They want to learn more about the athletes, the culture of the Games, and how they can participate. Brands can tap into this interest by creating content that highlights the Olympics in a unique and engaging way.
Interactive sports viewing: Sports fans are increasingly looking for more ways to interact with their favorite teams and players. Streaming platforms are responding to this demand by introducing new features that allow fans to watch multiple games at once, participate in live chats, and even vote on polls. Brands can partner with streaming platforms to create personalized experiences for sports fans.
What does that mean to advertisers?
Here are a couple of things you can do about it:
1) Create engaging short-form video ads for CTV:
- Utilize YouTube Shorts to create vertical video ads that are tailored for CTV viewing
- Highlight brand messaging or products in a concise and visually appealing manner
- Experiment with different ad formats, such as bumper ads, skippable in-stream ads, and shoppable ads
2) Tap into the Olympics viewership frenzy:
- Create ads that align with the Olympic theme and resonate with the audience’s excitement
- Highlight inspiring stories of Olympians and their personal journeys
- Partner with Olympic athletes or creators to generate authentic and engaging content
3) Enhance the sports viewing experience with interactive ads:
- Use interactive elements like quizzes, polls, or challenges to engage sports fans during live broadcasts
- Offer exclusive content or rewards for participating in interactive ads
- Collaborate with sports streaming platforms to integrate interactive ad experiences
4) Leverage insights from Google Analytics:
- Analyze viewer behavior data to understand how consumers are interacting with different ad formats and content
- Identify which ad formats and creative elements are performing best for specific audiences
- Continuously test and optimize ad campaigns based on data-driven insights
5) Embrace innovation and experiment with new ad formats:
- Keep abreast of emerging ad formats and trends, such as shoppable ads, interactive ads, and pause ads
- Experiment with these new formats to determine their effectiveness in reaching and engaging target audiences
- Be open to stepping outside traditional ad formats and embracing innovative approaches
By incorporating these strategies into your Google Ads campaigns, you can effectively adapt to the evolving viewing habits of consumers and achieve greater success in reaching your target audience.
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