d3con 2024 shed light on what comes after retail media and the cookieless future. Experts predict that an area that has previously received little attention will become increasingly important for advertisers. In addition to current trends, future developments also took centre stage at Advertisers Day.
Advertising is being thought up 📴
At d3con 2024, Julia Rast from GroupM Nexus emphasised the underestimated role of audio advertising, especially in podcasts. Listeners are less inclined to fast-forward, which makes podcasts a valuable platform. Increased placement of adverts in audio content could therefore be effective, despite potential user disruption.
Successor to the TV?📺
Streaming providers such as Netflix and Disney Plus are integrating adverts into their subscription models to reduce costs. Amazon Prime Video is following this trend, but has been criticised for adding advertising to the basic subscription without reducing the price.
Streaming advertising 🌐
Jens Jokschat from Primeup, an agency specialising in Amazon Prime, sees streaming advertising as a cost-effective alternative to TV advertising. It offers precise targeting based on Amazon buyer data and benefits from new advertising placements such as pre- and mid-rolls in films and series in the basic Amazon Prime subscription.
Disturbing feelings 🙅♀️
Customers could see more interesting adverts, but the annoying feeling with Prime Video remains, as adverts cannot be skipped. This is different on platforms such as Instagram or TikTok, where users voluntarily consume adverts from authentic creators.
Content📱
The continuity in the voice and useful formats such as cooking recipes are characteristic of TikTok accounts. These approaches offer important lessons for advertising on streaming platforms and in podcasts. Schmidt recommends using high performers to generate interest. It’s about using targeted customer approaches with creative and continuous formats without overloading all channels. Qualitatively collected data is becoming increasingly important and can save advertising budgets in the long term, while users experience less advertising pressure.
