In this latest research briefing, several significant trends in digital advertising emerge, reshaping how brands connect with audiences and allocate their marketing budgets. Firstly, programmatic advertising is transforming access to major events such as the Olympics.
NBCUniversal and Warner Bros. Discovery are leading this charge by offering programmatic buying options on platforms like Peacock and Eurosport, opening up these coveted audiences to a broader range of advertisers beyond traditional big spenders.
The adoption of programmatic advertising is also on the rise across industries, with 38% of brands increasing their spending in this area in 2024. This methodological shift highlights its integral role in modern marketing strategies, embraced by both brands and agencies alike for its efficiency and targeting capabilities.
Meanwhile, some social media platforms are repositioning themselves away from the conventional “social media” label. Platforms like Pinterest and Snapchat are emphasizing their roles as alternatives focused on positive user experiences and safer digital environments.
NBCU and Warner Bros. Discovery Target Programmatic Olympics Ad Revenue
This strategic pivot responds to growing concerns over misinformation and toxic interactions on other platforms, aiming to attract users and advertisers seeking more conducive online spaces.
In retail media, Walmart and Target are emerging as formidable contenders alongside Amazon. Both retailers’ dedicated advertising platforms have attracted greater investment from marketers, posing a challenge to Amazon’s established dominance.
This shift signifies a broader trend where advertisers are diversifying their strategies across multiple platforms to enhance their outreach and engage with diverse consumer segments more effectively.
These trends underscore a dynamic landscape where digital advertising strategies are evolving rapidly. The expansion of programmatic capabilities, strategic rebranding efforts by social platforms, and the emergence of competitive players in retail media are reshaping how brands strategize and execute their marketing efforts.
Adapting to these shifts will be crucial for brands and agencies aiming to maximize their impact and effectiveness in reaching and engaging with their target audiences in today’s digital-first environment.
