Tag: Shaping

Advertising & Marketing

Four key trends shaping 2024

With 2023 wrapping up, it’s the perfect time to review trends in the digital landscape that will shape the coming year. By keeping on top of these trends, you can evolve your digital strategy to meet the changing needs of the modern consumer and get ahead of the curve.

Much of 2023 was characterised by tough global economic conditions that have been felt in Europe throughout the year. Despite these conditions, global ad spend is growing. In 2024, global ad spend is forecast to rise 8.2% to reach $1trn (£788bn), and in the UK, the ad market will grow by 4% to a value of £37.1bn.

According to eMarketer, retail brands spent the most on digital advertising in the UK in 2023, followed by FMCG. Despite travel seeing the least investment, digital ad spending targeting travellers in the UK is expected to reach 20.9% growth by the end of the year.

In 2023, trends in ad channels also evolved. Programmatic channels like digital out-of-home (DOOH), connected TV (CTV), and in-game advertising saw notable growth in adoption and investment. For example, by the end of 2023, it’s predicted that revenue in the in-game advertising market will reach €2.86bn, then rise at a compound annual growth rate of 12.62% resulting in a projected market volume of €4.60bn by 2027.

One of the biggest trends of the year was the growing move toward integrating newer channels with traditional media to drive impactful marketing strategies. For example, UK spend on CTV grew 9.5% in 2023, and investment in this channel, which can be run alongside linear TV efforts, is expected to grow by 16.7% in 2024.

These trends in spend and channels are all considerations for marketers to consider as they build their 2024 strategy. Alongside these, there are broader trends in the

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Advertising & Marketing

Shaping the future of the marketing & advertising industry

The Oberoi, Gurugram, was the podium for an unforgettable evening as Storyboard18’s Visionaries event took place. This assemblage witnessed luminaries from the advertising and marketing industry who shared their incredible journeys in steering the ever-evolving terrain of disruptive technology.

In an age where platforms reevaluate how companies coalesce with consumers, it is the visionaries who are at the front, using innovative technologies to drive industries ahead. They are the creators of a future we desire, and Storyboard18 is dedicated to acknowledging and honouring these innovative and brilliant minds in the marketing sphere.

Honouring and inspiring leaders: The ‘Visionaries’

The evening was a powerful display of the marketing and advertising industry’s past, present and promising future. Suresh Narayanan, managing director of Nestlé India, delivered a dynamic and motivating keynote address, filling the event with energy and enthusiasm.
Storyboard18 grabbed the prospect of not only honouring the ‘Visionaries’ but also celebrating and motivating leaders in the advertising and marketing industry.

The occasion featured compelling panel conversations on key issues, including a spirited discussion on the evolving relationship between CEOs and their CMOs, analysing whether CMOs can step into the shoes of CEOs themselves. The panel was led by Delshad Irani, editor, Storyboard18, with eminent panellists including Aseem Kaushik, MD, L’Oreal India; Kulmeet Bawa, president and MD, SAP India; Adobe India; Sukhleen Aneja, chief executive officer, Good Glamm Group; Prativa Mohapatra, vice president and managing director; Madhav Sheth, CEO, HTECH; and Devendra Chawla, CEO, GreenCell Mobility.

The entire session had some invaluable insights on how the big marketing opportunity has arrived, called for action in the present, and the elemental role played by the CEOs driving their company’s growth agenda. CMOs are on the runway with the CEOs, and a powerful alliance will meditate on the development and numbers intensely.

Steering the start-up

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