By Daniela Carrasco
Marketing4eCommerce Editor
LThe Spanish Advertisers Association (AEA) has identified 9 key trends that will shape the landscape of commercial communication in 2024. Despite international challenges and rising prices, advertisers are optimistic about growth opportunities in the sector .
The marketing industry is at a crossroads, facing major challenges related to AI, performance measurement, investments, the digital world and its formats, the connection between brands and consumers, as well as the transformation of the role of agencies and business culture. These trends highlight the need for adaptation and reordering by benin number data marketing professionals , who must face a complex landscape while seeking to take advantage of the growth and efficiency opportunities offered by 2024.
These are the 9 advertising trends for 2024
These trends have been the result of contributions from the "aea Expert Committee" , made up of: Adjinn, Arce Media-Auditsa, Boreal Media, Círculo de Ingenio Analítico, Ebiquity, IMOP Insights, Instituto Superior para el Desarrollo de Internet (ISDI), Kantar, ODEC, SCOPEN and Wavemaker.
1.Evolution of generative AI
Generative artificial intelligence will play a crucial role in improving advertising processes . From campaign creation to media planning or results evaluation, AI will enable faster responses, real-time analysis and efficient collaboration. This evolution will require adaptation by professionals in the sector.