As we wrap up 2024, we thought it’d be the perfect time to reflect on the trends and shifts that stood out in the marketing industry. Advertising is an ever-moving target, and this past year was no exception when it came to embracing change. The digital landscape played a massive role in shaping advertising strategies, but there was also a noticeable embrace of nostalgia. Like our therapist always says, “It can be both.”
From AI tools revolutionizing content creation to immersive technologies redefining engagement, advertisers had more resources than ever to connect with audiences meaningfully. Brands pushed the boundaries of creativity while leaning into a more personal touch, resonating on an intimate level with their consumers.
Here are a few breakout trends we noticed this year:
AI and Personalization
We talked a lot about the rise of AI this year, and one of its most prominent impacts was the rise of personalized campaigns. With AI’s capability to track audience interactions and preferences, ads could be tailored specifically to appeal to individual consumers. Audiences love feeling like their For You Page is curated just for them, and they respond well to personalized ads that reflect their needs and interests.
Short-Form Content Stands Out
If TikTok and Reels are any indication (spoiler: they are), short, punchy content reigned supreme in 2024. Nutter Butter’s viral TikToks (are they okay?) captivated viewers, and many other brands followed suit. Formats like “Day in the Life” and “Get Ready With Me” videos resonated because they were relatable, inspiring audiences who saw themselves in the creators they followed.
Advertising with Purpose
This year, we also saw purpose-driven ads raise the stakes in advertising. Campaigns that highlighted environmental sustainability, celebrated diversity, or tapped into collective values resonated with audiences who wanted to feel part of something bigger than themselves. Leveraging a brand story as a force for meaningful change gave consumers an emotional reason to engage and support.
Blast from the Past
Nostalgia proved to be a powerful marketing tool in 2024. Millennials, in particular, showed a fondness for the days of Limited Too and Surge. Brands that tapped into this yearning—whether by embracing a retro aesthetic or reviving old products—stood out. Nostalgia marketing worked because it evoked comfort and familiarity, striking a chord with consumers.
Keeping Audiences Immersed
AR and VR experiences took consumer engagement to the next level. Whether letting people virtually “try on” makeup or test-drive a car from the comfort of their couch, these technologies offered interactive, convenient, and captivating experiences. Immersive advertising not only piqued interest but also gave audiences a reason to linger longer with a brand.
Looking Back: Why These Trends Mattered
2024 reminded us that advertising is both an art and a science. The campaigns that resonated most deeply weren’t just creative—they were timely, culturally aware, and emotionally compelling. These campaigns connected with consumers at the core of their journeys, whether through humor, emotional resonance, or a touch of nostalgia.
Ultimately, the most successful campaigns stood out because they appealed to a universal desire for change, whether by making a difference in an individual’s life or the world at large. As we head into 2025, these lessons will continue to guide the industry toward more impactful and meaningful advertising.
