Serious and socially aware advertising has been trending upward in recent years. But in 2024, brands will once again use humor to connect with their audience. A whopping 91% of consumers lean towards humorous brands, says an Oracle study. This discovery emphasizes the significance of incorporating humor into marketing campaigns to foster togetherness instead of discord.
In 2024, according to Paul Prato, Executive Creative Director at PPK, the “humor embargo” will finally be broken. Funny ads can connect with people and make an impression, brands will soon realize that. The executive creative director at Baldwin&, Mitch Bennett, thinks that in this politically charged and angry world, people will appreciate brands that can make them laugh, even if only for a little while.
The fact that John Cornette, EP+Co’s chief creative officer, noted that the top 20 ads of 2023 didn’t have any sentimental overtones lends credence to this trend. People want more of the good stuff—unexpected and humorous commercials that fix old business problems—in a world that feels divided and dark.
What Experiences Can Do
In 2024, people will be looking for ways to escape from their regular lives, and experiences will be at the forefront of that search. During the upcoming elections in the US and UK, brands can seize the chance to engage their audience through immersive experiences. Brands that provide memorable experiences, whether through public relations stunts meant to go viral or 360 events planned to garner media and social media attention, will stand out.
Experiences will grow in size, quality, and intrigue in the next year, according to RanaVerse VP Natasha Zialor. As brands aim to create social buzz and ignite conversations about augmented reality and the future of advertising, this trend will extend to both real and fake out-of-home (OOH) installations.
Being Culturally Fluent with a Mindful Purpose
People want ads that are genuine and have a purpose. Brands nowadays need to share more than just product details; they should also share their values and the ways they can make a difference to people’s lives. Ads should avoid tone-deaf narratives and instead tell stories that connect with their audience, says Raquel Bubar of T Brand Studio (New York Times).
Gen Alpha views gender as irrelevant and young consumers are increasingly identifying as queer, according to Ben Hennes, Co-owner and CCO at Happylucky. To avoid using tired, stereotypical LGBTQ narratives and instead see their customers as complex people, brands should learn from queer-led teams, agencies, and partnerships.
The brandarchist’s founder and chief strategist, Gary J. Nix, predicts that cultural fluency will be an important area for brands to focus on in 2024. Brands can form stronger connections with their target audience by learning about customer communities and their social practices, conventions, and values.
The Creator Economy’s Emergence of Creators
In the world of digital marketing in 2024, creators will be front and center. More control over usage rights, ownership of intellectual property, and compensation will go to creators as the creator economy develops. Because of the unique insights, knowledge, and cultural lenses that creators bring to the table, brands will see the benefit of partnering with them.
My Code’s GM of branded content and creative, Victoria Jordan, has a prediction for the future: creators will be highly valued for more than just their audience relationships; they will also be valued for their ability to authentically engage with brands and bring unique perspectives. According to Mike Girgis, co-founder of Dive Billboards, brands will give micro-influencers and creators more attention because of the organic engagement and relatability they provide on digital platforms.
Experiential Storytelling
In 2024, storytelling will still be a strong way to captivate audiences, particularly through immersive formats like AR and VR. With the help of these innovations, brands will be able to provide consumers with more engaging and unique experiences.
The incorporation of advertisements into the gaming ecosystem is expected to grow in popularity, according to Andre Toledo, CCO at David NY. The potential for brands to engage consumers within virtual worlds is becoming more apparent as gaming attracts a massive and diverse audience.
Agency Service Optimization
Companies are looking to consolidate their relationships with agencies and streamline their services to consumers. The trend now is for agencies to act as a single point of contact for all marketing communications and audience journey activities, rather than specializing in specific areas. Instead of being the only point of integration among specialized agencies, brand-side executives would rather concentrate on their business, brand, and growth initiatives.
As Copacino Fujikado’s Executive Director of Business Development, Chris Copacino, points out, brand-side executives are sick of the agency model as it is. They want to find a marketing agency that can take care of everything for them.
Telling Stories That Matter and Promoting Good Causes
In 2024, the creative landscape will be influenced by themes such as ethical advertising, personalized storytelling, and immersive technologies. The data will be used by the agencies to create stories that are unique to each customer and really hit home with them. More and more people will use immersive technologies like AR and VR, which provide exciting new ways to experience the world.
The CEO of adQuadrant, Warren Jolly, foresees a greater focus on moral advertising. Sustainability, diversity, inclusivity, and data privacy should be at the forefront of advertising content created by brands and agencies. Gaining customers’ trust will require this change towards social responsibility and openness.
See first source: Adweek
FAQ
1. Why is humor making a comeback in advertising in 2024?
Humor is making a comeback in advertising in 2024 because a significant portion of consumers (91%, according to an Oracle study) prefer brands that use humor. In a politically charged and divisive world, brands aim to connect with audiences through laughter and positivity.
2. What evidence supports the return of humor in advertising?
Industry experts, such as Paul Prato and Mitch Bennett, believe that brands will appreciate the value of making people laugh in a world filled with anger and tension. Additionally, John Cornette’s observation that the top 20 ads of 2023 lacked sentimental overtones reinforces this trend.
3. How will experiences play a role in advertising in 2024?
Experiences will be a significant focus in advertising in 2024 as people seek ways to escape from their daily routines. Brands can engage their audience through immersive experiences, including public relations stunts and 360-degree events. These experiences will aim to create social buzz and capture media and social media attention.
4. What is the importance of cultural fluency in advertising for 2024?
Cultural fluency is crucial in 2024 because consumers want genuine ads that share the brand’s values and demonstrate a meaningful impact on people’s lives. Advertisements should avoid tone-deaf narratives and connect with their audience through authentic storytelling that resonates with their values and beliefs.
5. How will the creator economy impact advertising in 2024?
In 2024, creators will be at the forefront of digital marketing. Brands will give creators more control over usage rights, intellectual property ownership, and compensation. Micro-influencers and creators will receive increased attention due to their organic engagement and relatability on digital platforms.
6. What role will experiential storytelling play in advertising in 2024?
Experiential storytelling will remain a powerful tool to captivate audiences in 2024, particularly through immersive formats like AR and VR. Gaming ecosystems will see increased advertising integration, allowing brands to engage consumers within virtual worlds.
7. How is agency service optimization changing the advertising landscape in 2024?
In 2024, companies are looking to consolidate their agency relationships and streamline services. Agencies are transitioning to act as a single point of contact for all marketing communications and audience journey activities, simplifying the process for brand-side executives.
8. What themes will influence the creative landscape in 2024?
The creative landscape in 2024 will be influenced by themes like ethical advertising, personalized storytelling, and immersive technologies such as AR and VR. Agencies will use data to create unique, personalized stories, and there will be a greater focus on moral advertising, emphasizing sustainability, diversity, inclusivity, and data privacy.
Featured Image Credit: Photo by Diane Alkier; Unsplash – Thank you!
