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
Tapad’s TV analytics solutions now include premium national cable inventory– Travelocity asserts industry need, praises partnership — NEW YORK, February 28, 2017 — Tapad, a part of Experian, has announced its partnership with clypd, the leading audience-based sales platform for television advertising. By integrating clypd’s national cable network inventory, the partnership will expand Tapad’s extensive supply of TV inventory to include premium national cable inventory. Tapad is the leading provider of privacy-safe, cross-screen marketing technology solutions and was first-to-market with a device graph. Clypd’s robust sell-side advertising platform was one of the first built exclusively for the television industry, empowering media owners with solutions that deliver workflow automation, data-enhanced decisioning and, overall, maximize TV campaign performance. Through this partnership, Tapad’s Device Graph-powered TV tools will work in tandem with clypd’s sales platform to enable more precise audience engagement for TV ad buys. This will enable marketers to integrate their customer data or third-party digital segments into Tapad’s TV platform and use them to precisely engage their audience across clypd’s industry-leading footprint of national TV inventory. Campaigns are then optimized using Tapad’s graph-powered TV attribution, ensuring ads are aligned with the best context for each brand’s message. “Clypd is a pioneer in building TV marketplaces,” says Marshall Wong, SVP of TV market development at Tapad. “They were quick to recognize the benefits a device graph could bring to TV so that advertisers can activate linear inventory curated for any digital audience.” “Tapad’s TV activation platform increases the efficiency in which marketers can reach their intended audience on traditional linear TV,” says Doug Hurd, co-founder and EVP of business development at clypd. “Their customized, data-driven campaigns launch with precision and really increase the value marketers can extract from linear TV inventory.” "At Travelocity, we are always looking for ways to more efficiently reach our target audiences,” says Ashley Parker, head of brand marketing at Travelocity. “The combination of traditional linear TV and solutions like this offering from Tapad and clypd are bringing both the tools and the supply to make this vision a reality." Contact us today!
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