13 Display Advertising Trends You Can’t Ignore in 2024

Why should you keep an eye on display advertising trends? Well, with many types of digital ads, it can be difficult to know where you should invest your ad dollars.

But advertisers shouldn’t forget about the power of display advertising.

While we can expect to see past years’ trends continuing in 2024, the new year will also bring more technological innovations, market changes and privacy concerns.

In this post, we’ll take a look at the top 13 display advertising trends that are commanding attention and that you might want to include in your marketing strategy.

8) First-Party Data

One of the ways that advertisers are working around data privacy laws is by using first-party data, which is information collected directly from their customers through interactions such as website visits, purchases, app usage, and other voluntary activities.

This data is generally accepted under privacy laws because it is collected with the user’s knowledge and often their explicit consent. It came in response to privacy laws such as GDPR and California’s CCPA, which impact how businesses can use and collect data from third-party cookies.

75% of marketers still rely on third-party cookies, so brands need to start collecting first-party data to aid their campaigns.

What are ways that consumers can collect first-party data? Other than adding a Pixel to your website or social media, businesses collect first-party data through:

• Surveys
• Customer service interactions
• Online chats
• Reviews and feedback
• Social media

That said, building trust is essential when collecting first-party data. Always explain how your business intends to collect customer data and how you’ll use that information.

9) AR and VR

Augmented reality (AR) and virtual reality (VR) continue to be two of the biggest trends in advertising. By 2024, the AR and VR market will be worth $296.9 billion:

Using these technologies in your advertising strategy will create an immersive experience, which engages your consumers.

With display ads, your AR and VR options are limitless. Your consumers don’t need additional tech, like a VR headset, to view your ads.

Take 360 video ads as an example. Camera company Vuze uses 360 films to advertise their products, such as this skydiving video, to promote their products:

With VR video ads, your consumers can view your ad on mobile devices.

Brands can also get creative when using AR in advertising. Visa teamed up with various shopping malls in Poland to create AR animals. The AR technology makes it look like giraffes, elephants and panda bears are in the mall, leaving guests in awe. Users were taking photos of the animal and post them on social media, helping Visa improve its social proof.

10) E-Commerce Display Advertising

In 2022, it’s estimated that e-commerce sales exceeded $5.7 trillion USD. Since e-commerce is so prevalent, online stores have many options when using display advertising based on the marketplace.

Amazon is a global e-commerce giant, and the website generates 1.1 billion visits. If you list your products here, you’ll be happy to know that Amazon ads’ CTRs are 0.36%.

Sponsored display ads are some of the most effective of all of Amazon’s advertising options. Brands that use sponsored display ads see a +15% YOY increase in sales.

In addition to Amazon, e-commerce stores should also take advantage of Google Shopping. While Google Shopping will crawl organic listings and place the best results on the SERPs, there’s an ad section at the top of the results. Google Shopping ads can generate an average CTR of 0.86.

Etsy and eBay have a similar model, where you can sponsor your products as display ads in search results:

• There are over 7 million Etsy sellers, so investing in sponsored display ads is a simple way to increase brand awareness and sales.
• Over 133 million people also use eBay, so sponsoring your listings is an effective way to top the SERPs.

How will these marketplaces deliver these ads? While they’re all different, most will show your listings based on keywords, geolocation, demographics, interest, and retargeting.

11) Interactive Ads

Interactive ads will still reign in 2024, specifically interactive display ads: 81% of marketers believe interactive ads grab users’ attention, which is the perfect solution to banner blindness.

Advertisers have no creative limits when it comes to interactive ads. While polls, quizzes, games and animations are common examples of interactive ads, you can make an ad interactive using the right ad copy and visuals.

Take a look at this ad by Crocs. The ad simply shows a text box over various pink Crocs and accessories. The text has users fill in the blank as to why they love their Crocs sandals. This ad increases engagement by enticing followers to comment with their responses or share the ad.

12) 5G Technology

In 2019, global operators launched 5G technology. Today, 5G is becoming the new norm on mobile devices. With more users jumping on this trend and networks expanding to this technology, it’s estimated there will be 290.5 million 5G-enabled devices.

5G results in faster internet speeds, which improves the user experience in many ways. Advertisers can benefit from 5G because, thanks to high speeds and low latency, display ads will be more sophisticated and less intrusive.

How can advertisers take advantage of 5G display ads?

Because of faster load times, there’s more room for creativity. Live streaming, gaming, AR/VR, and even short film advertising will become more popular.

Certain demographics use 5G more than others, and advertisers should appeal more to these consumers. These include families, young people, and those with higher incomes.

13) AI and Machine Learning

Last but not least, it’s essential to cover the influence that AI and machine learning will have on advertising. Already, 61.4% of marketers use AI in various marketing activities.

While marketing thought-leaders such as Neil Patel predict that AI won’t replace humans, advertisers still use AI and machine learning for various functions.

One of the most effective ways to use AI is to collect and deliver data: 4 in 10 marketers use AI for decision-making since AI can deliver data such as budget, performance, and past trends.

Advertisers also use AI for these other techniques:

• Create ad creatives
• Identify and segment audiences
• Improve ad performance

While creating ads is one of the top ways marketers use AI, there are some setbacks. You can create unique and branded ads with the right keywords, but there are potential copyright issues to note. Using ChatGPT for ad copy can result in non-creative and inaccurate copy.

Use These Display Advertising Trends in Your Campaign

2024 is approaching, and your competitors are already planning next year’s display advertising campaign. You’ll need to follow the latest display advertising trends to ensure you’re using your ad dollars toward an effective strategy.

AI and machine learning, dynamic creatives, and 5G are some of the latest trends. Some trends from past years will also come back to the forefront, such as programmatic and in-app ads.

Use these trends in your next display ad campaign to gain leverage for the future.

If you’re ready to level up your content with AI tools, Single Grain’s AI experts can help!👇

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