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
Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Global Startup Awards. The Global Startup Awards' Founder of the Year Award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The Global Startup Awards places each year's regional category winners against each other to determine whose achievements stand out from the rest of the startup ecosystem through nomination, voting and jury evaluation. In May 2016, the Nordic Startup Awards named Traasdahl Founder of the Year. "Are is a force of nature and his creativity and passion know no boundaries, it seems," said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. "Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance." "Are is a superstar within the Norwegian startup ecosystem," said Kim Balle, founding partner and CEO of the Global Startup Awards. "From the jury feedback I could see that not only are his impressive achievements the reason for their rating, but also his focus and ability to give back to the startup scene played an important factor in him winning the category." "It is an enormous honor to be named Founder of the Year by the Global Startup Awards," said Traasdahl. "I am so committed to fostering entrepreneurship both at Tapad and throughout the startup space. This win is a remarkable bookend for a stellar year that began with our acquisition by the Telenor Group and continued with best-in-class product innovation, superior solutions for our clients and our Propeller Program that is so dear to my heart." Tapad's Propeller Program hosts five early-stage companies at Tapad's New York headquarters for one year to mentor them through global expansion. The participants of this inaugural program come from Traasdahl's native Norway. For more information on the Global Startup Awards, please visit: http://www.globalstartupawards.com/#gsa. Contact us today!
Creative and daring email marketing tricks to capture customers before the holiday season ends.
NEW YORK, Nov. 29, 2016 /PRNewswire/ — For the second consecutive year, Tapad, part of Experian, has been listed among Deloitte's Technology Fast 500™, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences and energy tech companies in North America. Tapad, number 147 on the 2016 Deloitte list, is the leading provider of unified, cross-device marketing technology solutions. "It is an honor to once again be recognized by Deloitte for our growth and momentum, particularly given the stature of the other technology companies on the list," said Are Traasdahl, founder and CEO of Tapad. "Our product innovation, particularly in TV analytics and measurement, is a major contributor to our progress. I'm extremely proud of our hard-working, talented team for continually executing at such a high level." "Today, when every organization can be a tech company, the most effective businesses not only foster the courage to explore change, but also encourage creativity in using and applying existing assets in new ways, as resourcefully as possible," said Sandra Shirai, principal, Deloitte Consulting LLP and U.S. technology, media and telecommunications industry leader. "This ingenious approach to innovation calls for the encouragement of curiosity and collaboration both within and outside the office walls." "This year's Fast 500 winners showcase that when organizations are open to diverse perspectives and insights, they are able to create an environment for their employees and customers to see the possibilities and ingenious solutions that might lie ahead," added Jim Atwell, national managing partner of the emerging growth company practice, Deloitte & Touche LLP. "Entrepreneurial environments foster change and innovation within businesses, and we look forward to watching these companies continue to drive change across all sectors." Contact us today