According to eMarketer, these four trends defined marketing in 2024. Which of them will impact your approach to marketing in 2025?
- Generative AI goes from promise to practice: Marketers have moved beyond the buzzy and controversial genAI use cases into somewhat more “boring” use cases for personalization and segmenting.
- The cookie is not dead yet: Marketers can still use cookies, but consumers are opting out of being tracked. They need to focus on privacy-forward solutions, benefiting companies with rich first-party data.
- Commerce media evolved to include more advertisers and platforms: “[Retail media networks are] increasingly looking at opening up ad inventory beyond the brands that they carry in order to continue fueling the growth of what they've recognized is a very profitable revenue stream,” said eMarketer analyst Sarah Marzano.
- Connected Television (CTV) advertising kept growing, boosted by Amazon Prime Video: US CTV ad spend will hit $28.75 billion this year, a growth of 18.8% year over year. This year, five businesses will see over $1 billion in US CTV revenues, up from just two in 2020.
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