"At the AWNewYork2024 delivered groundbreaking insights into the media and advertising industries, with a clear focus on the future of the creator economy, AI-driven targeting, and the evolving role of shoppable content. As COO of Uplify, where we specialize in automating creator sponsorships and leveraging data for programmatic campaigns, the discussions at AWNewYork2024 were particularly relevant" Pasha Medvedev, COO Uplify
Here are the five biggest takeaways from the event that will shape the industry in the months to come.
1. The Dominance of Short-Form Video and the Power of Authenticity
Short-form video remains the dominant force in content consumption. Platforms like TikTok, Instagram Reels, and YouTube Shorts have revolutionized how brands connect with audiences, especially younger generations. According to AWNewYork2024, short-form video accounts for 80% of mobile data traffic, and 76% of Gen Z users rely on TikTok not just for entertainment but for product discovery and research.
However, the content that resonates most is authentic. 90% of consumers value authenticity when deciding which brands to support, making creator-driven storytelling essential for building trust. Creators are no longer just influencers but are becoming mini brand ambassadors—able to humanize corporations and deliver messages with genuine impact. Brands that foster consistent, long-term partnerships with creators achieve 30% higher engagement than one-off campaigns, proving the value of sustained creator relationships.
“Our research indicates that influencer audiences spend between 3 to 9 hours daily consuming their content. This demographic is highly engaged but is often underrepresented in other marketing channels. We’ve developed creative formats designed to evoke an emotional response, achieving an impressive ad recall rate of 80% (AdRecall). Uplify’s advanced formats facilitate real-time feed integration and the promotion of current advertiser offers. This dynamic and seamless advertising approach guarantees 100% coverage and high engagement rates.”
2. Shoppable Experiences Are Reshaping Consumer Behavior
Shoppable content was a major focus at Adweek, especially as platforms like TikTok and Connected TV (CTV) continue to innovate the space. TikTok emphasized its conversion-driven strategy, highlighting that 60% of its users have made purchases based on creator recommendations.
CTV platforms, too, are leaning into shoppable experiences, with Paramount showcasing rich media formats that incorporate QR codes and interactive elements, allowing consumers to make purchases directly from their TV screens. At Uplify, we’ve successfully embraced this trend, using QR codes to drive engagement in our campaigns, such as our collaboration with Once.com, where the use of QR codes boosted click-through rates by 15%.
3. The "Out of Phone" Concept: Expanding Creator Content Beyond Mobile
One of the most innovative ideas presented at Adweek was TikTok’s "Out of Phone" concept, which allows creator-generated content to break out of mobile screens and be used across offline channels like digital out-of-home (DOOH) and retail environments. Imagine seeing a TikTok video on a billboard or in a store, creating a cohesive experience across multiple touchpoints.
This seamless transition of content across various platforms opens up new opportunities for brands to connect with consumers in real-world environments, making the creator’s influence even more powerful beyond the confines of social media.
4. AI-Driven Targeting and Brand Safety
Artificial Intelligence is reshaping how ads are targeted and delivered, with 75% of advertisers now relying on AI for contextual targeting. This ensures ads are shown to the right audience while maintaining brand safety, optimizing campaigns by adjusting keywords and targeting in real time.
In the CTV space, AI plays a crucial role in providing contextual targeting and ensuring brand-safe environments for ads. As AI continues to advance, the industry is also focusing on the responsible use of personal data, especially as virtual creators and AI-generated content become more common.
5. Measurement and Attribution: Demanding Accountability from Creator Campaigns
Measurement and attribution were some of the hottest topics at Adweek, with advertisers demanding clearer insights into the effectiveness of creator campaigns. 58% of marketers cited that measuring ROI in influencer campaigns is their top challenge, making attribution solutions critical for evaluating the impact of individual creators within larger media strategies.
At Uplify, we’ve integrated with industry leaders like Kantar, Kochava, and Claritas to provide robust attribution data for brands, helping them understand the role creators play in their overall media mix. With access to critical metrics like CPM, CPC, VTR, CTR, and CPV in Uplify Platform advertisers can evaluate influencer marketing in a similar way to media advertising, making influencer costs more manageable and effective.
Solutions like these are becoming indispensable, ensuring that every dollar spent on creator partnerships can be tracked and optimized for maximum ROI.
Conclusion
The trends emerging from The Advertising Week 2024 provide a clear roadmap for the future of advertising. From the rise of shoppable experiences and AI-driven targeting to the demand for accurate measurement, brands that stay ahead of these trends will be best positioned for success. As a leader in the creator economy, Uplify is excited to help brands harness the power of these innovations to drive meaningful, measurable results.
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