Marketing moments to watch in 2024. And what’s the secret to an enduring brand asset?

2023’s ‘The Year Of’ medal goes to AI (with honorable mentions for Barbenheimer and Ariana DeBose). In a year’s time, what will we be saying defined 2024?

The smart money’s probably on ‘AI, again’. But if not that, what?

Our Paid Media Director, Kobby Osei, discusses his insights into the forthcoming cookie deprecation, and its implications for advertising:

Google’s decision to eliminate third-party cookies will alter how advertisers monitor user activity and collect data. This ban will restrict the extent of personalized ads, as brands will primarily depend on first-party data, reducing their access to consumers' browsing and purchasing histories.

Consequently, marketers will need to incorporate other ad-targeting methods into their strategies.

To compensate, we will need to devise new strategies, such as leveraging email marketing. First-party data will become crucial for customer targeting in this cookieless age, which can be aided by social media – Meta and TikTok offer built-in tools for insights. These insights from social can guide new customer acquisitions.

Will the TV ad ‘slump’ keep getting worse, or is change coming?

Should we be optimistic or pessimistic about the resilience of TV advertising?

Our Social Media Strategist, Ross Walker gives us his thoughts about the reality and future of TV advertising:

Last month, British broadcaster Channel 4’s plan to cut hundreds of jobs was blamed on what is (again) being called a ‘TV ad slump’. Faced with competing information about the resilience of TV advertising, should we be optimistic or pessimistic?

While Channel 4’s struggles and the Super Bowl bonanza paint opposing pictures, the reality of TV advertising lies somewhere in between. Media prices may not be plummeting quite enough to democratize access, but they’re certainly adjusting to the shifting landscape. Why?

First, programmatic buying and addressable advertising allow precise targeting, delivering relevant ads to specific audiences on both traditional and connected TV (CTV). This efficiency reduces waste and attracts advertisers wary of the ‘spray and pray’ approach.

Second, the rise of streaming services opens up new avenues: limited but targeted commercial interruptions.

Third, the line between content and advertising is blurring, with brands creating better and more engaging native content like sponsored shows and product placements, fostering deeper connections with viewers.

Fourth, advanced analytics can track ad performance across platforms, offering data-driven insights. This accountability attracts brands seeking measurable impact.

Fifth, interactive ads on social, shoppable experiences, and voice-activated features are pushing the boundaries of TV advertising, keeping younger audiences engaged and accustomed to digital engagement. This is not a ‘TV ad slump,’ but an evolution towards a data-driven, audience-centric future.

What’s the secret to an enduring brand asset?

Our marketing manager, Carli Pring, picks the Coca-Cola red as her favourite longstanding brand asset. But why is it so powerful?

The Coca-Cola Company has nailed it with unforgettable brand elements: the unmistakable Coke Red; the iconic woosh that weaves throughout the branding; those famous bottles. It's all become a symbol of brand strength. Even the sound of a Coke bottle being opened in an ad is a distinctive nuance.

Despite changing tastes over time, Coca-Cola has stayed true to itself. Its secret?

Strong brand recognition, marketing synergy worldwide, and an understanding of staying connected with its audience, no matter how times change.