As we approach 2024, marketers must grasp the evolving landscape of digital activation. Understanding emerging audience trends and activation strategies is key to developing impactful marketing initiatives and positioning your brand for success.
In Experian’s 2024 Digital audience trends and predictions report you’ll find:
- Data-driven insights that will empower you to confidently develop marketing strategies that resonate with your audience and drive meaningful results.
- Insights from Experian experts and our industry-leading data.
- Our outlook for 2024 marketing trends.
In this blog post, we’ll provide a sneak peek of the 2024 marketing trends you can expect in our full report.
Digital activation
Digital activation grew by 63% between 2022 and 2023. We expect digital activation to increase in 2024 but at a slower rate than in 2023 due to economic uncertainty caused by high-interest rates, recent state privacy regulations, and work stoppages in the entertainment and automotive industries.
Top digital audiences
Which digital audiences are advertisers purchasing from Experian?
We are seeing growth in four major data categories: Automotive, Demographics, Lifestyle and Interests, and Retail Shoppers: Purchase Based audiences. Here are a few audiences within these categories that you can activate on-the-shelf of your preferred platform:
- Automotive: Autos, Cars, and Trucks > In Market-Make and Models
- Demographics: Demographics > Homeowners/Renters > Renter
- Lifestyle and Interests: Lifestyle and Interests (Affinity) > Activities and Entertainment > Wine Lovers
- Retail Shoppers: Purchase Based: Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders
Top digital audiences by industry
What are the top digital audiences being activated by industry? Download our 2024 Digital audience trends and predictions report to discover the top digital audiences in the following industries:
- Automotive
- Health
- Financial Services
- Retail & CPG
Download our new 2025 Digital trends and predictions report
Marketers, agencies, and platforms are facing new challenges as privacy regulations evolve, AI technology advances, and consumer behaviors shift. Our latest report highlights actionable strategies for navigating these changes and improving how you connect with audiences, measure impact, and deliver results.
What you’ll learn
- Navigating signal loss: Explore the rise of alternative IDs and contextual targeting as privacy regulations and signal loss reshape data-driven advertising.
- Connected TV (CTV): Understand the growth of connected TV (CTV), the importance of frequency capping, and strategies for effective audience activation.
- Omnichannel campaigns: Learn how marketers are moving from channel-specific strategies to audience-led omnichannel campaigns that tell a more cohesive story.
- Retail media networks: Learn how retail media networks (RMNs) are capitalizing on enriched first-party data to learn more about their customers and reach them across on-site and off-site inventory.
- Curation: Examine how curation is transforming programmatic campaigns by combining audience, contextual, and supply chain signals to deliver premium inventory packages that maximize addressability, efficiency, and performance.
Latest posts
With all the debate and speculation regarding Groupon and its planned IPO, I thought it would be a great time to check back in with our previous analysis of traffic to Groupon and its nearest competitor Living Social.
Cell phone ownership among American adults is 91% and 98% among young adults. Verizon and AT&T will almost certainly continue to dominate the market, especially given the fact that cell phone subscribers are increasingly staying with their provider for an extended period of time.
The popularity of flash sale websites with limited time & inventory offerings have grown exponentially over the two years. Online shoppers’ love for the thrill of snagging designer clothing, home décor, travel and even wine have caused visits to the category to increase 368% in July 2011 as compared to the same month two years ago and 109% one year ago. So far in 2011, Nordstrom acquired HauteLook, Amazon entered the fray with MyHabit and recently Saks Fifth Avenue announced the launch of a dedicated flash sale website after offering sale events per week on Saks’ main website. In July 2011, Zulily.com, a website offering sales targeted for women and babies/kids, captured the highest market share of visits at 16%, followed by Ideeli and LivingSocial Escapes. Amazon’s MyHabit ranked 11th, out of the 87 websites in the custom category after only 2 months in operation. Several of the major players over the past six months, the total visits to Ideeli increased 42%, Gilt.com up 14% and Nordstrom’s Hautelook up 8% for July 2011 as compared to February 2011. Total visits for MyHabit jumped 128% for July 2011 as compared to May 2011 when the website launched. The audience for Flash Sales continues to be attractive, and willing to shop – over-indexing against the online population for household incomes over $100k and creditworthy VantageScores of A and B.