2. Attention as a new key metric for advertisers

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Viewability is no longer enough as the sole and primary “currency” for buying and selling ads. Instead, agencies and brands are beginning to integrate attention as a new operational planning metric: this process is part of a collective effort by the industry to develop tools that measure the effective assimilation by users of an ad message and its impact on business results.

“For advertisers, attention offers the opportunity to improve their media buying strategies based on desired outcomes. Instead of buying media solely based on impressions or reach, they can do so by measuring the attention generated by an advertising campaign,” says Amieva. “ With the help of platforms and vendors that can offer this data, marketers can make safer investments, refine their media strategies to focus on more efficient sources of attention, and, above all, achieve better brand outcomes. ”

According to the Adelaide report , there is a growing correlation between attention and commercial results throughout the marketing funnel (+31% in the upper-funnel and +56% in the lower-funnel).

“ Companies like Adelaide, Lumen, PlaygroundXYZ and Amplified Intelligence all have their own attention measurement methodology ,” says Amieva. “ 2024 will be a decisive year to understand and approach this new metric. Our best advice is to choose a provider to understand how these platforms work and the data used to score the attention a campaign generates. Regardless of the platform chosen, advertisers will gain invaluable data on the effectiveness of their media buying strategy .”

3. Contextual Advertising and elimination of third-party cookies
Google Chrome plans to disable third-party cookies for 1% of users starting in Q1 2024 to facilitate the experimentation phase, and then for 100% of users starting in Q3 2024.

The renewed interest in contextual advertising has been accelerated by the need to comply with new regulations on the protection of sensitive data. Privacy laws are only going to become stricter, so it is no exaggeration to say that contextual advertising will experience a major development and acceleration in the coming year.

“Thanks to advances in AI, contextual advertising is becoming more and more precise and powerful,” says Amieva. “Modern contextual advertising includes semantic and sentiment analysis of pages along with location and weather data to achieve two types of results: on the one hand, a solid but anonymized profile of the user and, on the other, a better prediction of the intentions and behaviors of this user. It is crucial for marketing teams to be aware of these predictive technologies before the elimination of cookies, in order to develop a future-proof strategy.” – concludes Rafa Amieva.

4. Retail Media: new product positioning strategies in marketplaces
According to data recently shared by IAB Europe , Retail Media is set to reach an estimated turnover in Europe of €14.32 trillion by 2024, with a growth of 47.2% year-on-year, confirming itself as an emerging investment channel and a software managers email database n innovative marketing tactic that is transforming the dynamics between retailers, brands and consumers. A report from Insider Intelligence using data from WARC also estimates that investment in Retail Media will increase by 10.48% in 2024 in the United States. By enabling direct advertising on online marketplaces , Retail Media gives brands the opportunity to gain visibility, offer personalized shopping experiences and achieve an increase in conversion rates.

“ We are witnessing a phenomenon whereby retailers are beginning to behave like real publishers to boost the marketing of their inventory, whether online or in-app, and to specifically activate their first-party data” – says Rafa Amieva from Outbrain. “ That is why we are already talking about Retail Media Networks (RMN): in 2024, the demand for this inventory by brands will continue to grow, and retailers are likely to open up to external partners to make the most of this additional business opportunity and support internal teams in developing the best advertising solutions for the positioning of products and services”.

According to Amieva, these solutions include non-intrusive formats; native formats in the retail media environment, respecting the users' navigation: “ Retailers' inventory is largely populated by users who are at the bottom of the conversion funnel and are therefore more likely to move on to the purchase phase; predictive technologies based on artificial intelligence will be crucial for the placement of ad hoc ads capable of processing all the intent signals and recognising recurring patterns.”