Be an Industry Leader, Not a Laggard: 3 Trends Shaping the 2024 Advertising Industry

By Jay Wolff, CRO, KERV

The advertising industry continues evolving as an abundance of innovation floods the market. That’s why it’s more important than ever for industry stakeholders—tech leaders, media executives, leading brands, subject matter experts, and more—to collaborate to navigate these changes.

This is going to be a big year for advertisers. Cookies are going away. AI is changing how we measure and optimize campaigns. Plus, it’s never been more challenging to capture viewer attention.

Where some see challenge, industry leaders see opportunity. In this article, we share 2024 trends that you should have on your radar to innovate, transform your audience connections, and lead the charge in molding advertising’s future.

#1 Ad Performance Matters More Than Ever

You can have the most creative or revolutionary ad on the market, but it’s all for naught if it fails to drive results. Simply put, numbers speak volumes. While advertising is a creative field, our industry is also increasingly focused on using data to inform our media campaigns and optimize in real-time to ensure we’re making the most of our media spend.

A lot of conversations were rooted in measurement analysis. Across the board, everyone felt that ad tech is a must-use for advertisers to achieve their marketing goals

Traditionally, our industry has gauged an ad’s success using metrics like clicks. But, this is a minimal metric to determine audience engagement. That’s why we always say, “clicks are not created equal.” Clicks only show half the story. There’s no way of knowing if someone accidentally clicked on your ad or did so intending to learn more. To get the full view of audience engagement, savvy advertisers are using deterministic metrics within interactive video like Active Attention. With this metric, you can dig deep into engagement with account object-level data and other user signals, like how many times a viewer saves a scene.

With a detailed look into engagement, you can optimize your creative in real-time and intelligently plan for future campaigns. You may even get more buy-in for ad spend, as research shows that marketers who regularly calculate ROI are 1.6 times more likely to secure budget increases for their marketing activities.

As 2024 approaches and we enter a cookieless future, there’s a huge opportunity for marketers to use technology to measure performance and make genuine connections with their audience.

#2 AI’s Takeover Continues and It’s Personal (In a Good Way)

While that headline may be a bit dramatic, AI is on everyone’s minds this year. AI has the power to not only transform our field, but also how we connect with each other on a human level. This is revolutionary for advertisers who can use technology to tailor their video creative to their audience to maximize engagement.

Personalization goes a long way, especially when it comes to your brand’s bottom line. A McKinsey & Company report found that among companies with accelerated growth, they drove 40 percent more of their revenue from personalization compared to competitors with a slower growth rate. Why is personalization so effective? It stems back to the principles of successful marketing: right time, right audience, and right content.

Location personalization is key; a Culver’s ad will make a lot more sense to a Kansas City Chief’s fan while an In-N-Out  Burger ad will land better with someone rooting for the San Francisco 49ers. Not an NFL Taylor Swift fan? Let’s try clothing. A Vineyard Vines ad will likely pique the interest of an East Coast shopper, whereas a Colorado biker will have the newest navy Pactimo vest ready in their checkout window.

Using AI to personalize content will continue to push the envelope in how advertisers connect with viewers and start seeing major results from their campaigns. Personalizing your messaging leads to an increase in shoppability, which drives your campaign’s success. This, in turn, turns leads into acquisitions which brings dollars in the door.

#3 Brands Are Preparing for a Cookieless Future and Hedging Their Bets

Looking for ways to diversify revenue streams, more non-traditional retailers are exploring retail media networks.

A lot of major brands are looking to create their own retail media network.  Augmenting first-party data is something that everyone is thinking about and that’s because the cookie is going away. That’s what is keeping our industry up at night, especially marketers.

Advertisers have used cookies to get closer to their audiences by analyzing their behavior, delivering targeted ads, and measuring campaign ROI. But as browsers eliminate cookies due to privacy concerns, advertisers are looking for ways to get access to first-party data. Enter retail media networks—advertising platforms that enable retailers to sell ad space on their digital channels to third-party brands. These networks allow retailers to use first-party data to engage their audience at each stage of their shopping journey.

Walmart is one such brand that has launched a successful retail media network. In August 2023, Walmart expanded its network, Walmart Connect, by adding spots on in-store radio and demo stations during the weekends at certain stores. Walmart’s tech savviness doesn’t end there. The brand partnered with NBCUniverisal to allow Bravo’s “Below Deck Mediterranean” Peacock viewers to directly buy items they found on the show via Walmart’s online store.

This is going to be a monumental year for the advertising industry. That’s why we plan to continue building on this energy and work with stakeholders to redefine how advertisers and brands make meaningful connections with viewers, everywhere.

Read the original article here.

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Rich Kentopp
VP, Product Management

After his career of being a pastor and touring musician, Rich started his technology career almost a decade ago with many of the KERV leadership at Lin Digital. Since then he has been a Product leader at three different scaling startups, learning how to build valuable products with teams who love to work together.

Devin Monds
Head of EMEA Sales

Devin is a dedicated and experienced media sales professional with over 15 years in the digital media space in both North America and EMEA. He most recently headed up the International Team at Adludio, the premier advertising platform for delivering strong creative on mobile devices. Prior to his role at Adludio, Devin worked on the Global Brand Partnerships team at CAA Sports in London, and was International Sales Director at LoopMe where he built out the US West Coast Sales Team from Los Angeles. With a proven track record of new business development and revenue generation, Devin has a multitude of solid relationships with brands and agencies, globally.

He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.

    Brad Quinn
    Senior Vice President, Enterprise & Publisher Partnerships

    Brad Quinn is the Senior Vice President, Enterprise & Publisher Partnerships based out of our NYC office. He has over 15 years of experience across Agencies, Publishers and Tech. At KERV, Brad leads the Partnerships team focused on content providers and distributors. He integrates KERV’s tech capabilities across ads and content to create a real‑time interactive/shoppable experience.

    David Knight
    VP of Engineering

    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
    VP of Technical Ad Operations

    After spending time living in New York and working for NBC Universal’s first digital operations team Daniel moved to Austin in 2009 to further pursue ad tech. During the next decade, he built a career working on interactive video first for Sizmek and then Nexstar. He immediately jumped at the idea to work for KERV and was one of the first to join the company in 2017.

    Creed Pettit
    SVP, Head of Partnerships

    Creed Pettit is an entrepreneurial sales executive offering experience in all aspects of solutions selling, team management, negotiation, organizational leadership, go-to-market strategies and momentum driven models. Prior to joining KERV, Creed served as Media & Entertainment Vertical Sales Leader, Global Business Solutions at TikTok.

    Karen Germ
    VP of Marketing

    Karen Germ is a seasoned marketing and communications professional with a nearly 15‑year history serving in leadership roles across the advertising and technology landscape. Most recently, Karen served as OAAA’s VP of Marketing where she implemented industry leading initiatives to elevate and promote the power of OOH for advertisers, agencies, partners and consumers. 

    Ryan Schoenfeld
    VP of Digital Strategy

    Ryan Schoenfeld’s career started as an intern at a smaller digital media agency while attending the University of Texas. Since then, he has spent over 15 years working in the programmatic advertising/video space.

    Bill Roberson
    VP of Media

    Bill Roberson has worked in the digital space for over 17 years, spanning Media Buying, Ad Operations, Analytics and Optimization, Account Management and now Creative.

    Grant Gorton
    VP of Creative

    Grant has been with KERV as VP of Creative for over 5 years, and has worked as a designer and creative director at agencies and media companies for the last 17 years.

    Michael Fleischman

    Michael Fleischman serves as the CFO at KERV Interactive in addition to being an Executive Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. Prior to KERV Interactive, Michael was the CFO and current Board Member at Digital Remedy, a privately-held media execution company supporting agencies, publishers, and brands in navigating the complex adtech landscape of digital success.

    Previous to Digital Remedy, Michael spent 20 years at Cablevision and Rainbow Media Holdings during which he was instrumental in the launch and management of multiple regional sports networks and a number of national cable networks including American Movie Classics, Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM. 

    A native of the New York City area, Michael resides with his wife where he enjoys biking, tennis  and spending time with his wife and three adult children.

    Taylor Pate

    Taylor Pate serves as CTO at KERV Interactive. Taylor’s experiences in the advertising and creative industry spans 14. He began his career in 2008, working as a designer, animator and art director specializing in the design and production of interactive art. Early in his career, he created 3D character animations and tools for best-selling video game series The Sims while working at Edge of Reality, who developed video games for Nintendo 64, GameCube, PlayStation and Xbox.

    In 2012, Taylor made the shift to work in-house at an online advertising and media services agency, LIN Digital, where he was promoted multiple times in a four-year span. He worked on a variety of online, interactive projects for clients while also developing and automating internal tools and processes. Taylor then spent the next two years working as the director of engineering at multi-platform digital media company HYFN Local, a division of multi-billion-dollar corporation Nexstar Digital LLC.

    Jay Wolff

    Jay Wolff serves as Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships, in addition to being the Executive Vice President of 212 NYC, New York’s leading organization for the digital advertising industry. 

    Jay’s expertise in revenue and partner growth in the advertising industry spans 19 years. Most recently, Jay served as CRO of Varick Media, and Chief Growth Officer at Boostr, the first end-to-end SaaS revenue management system for media companies. Previously, as Regional Vice President of SambaTV, Wolff built the revenue organization and east coast market from the ground up. 

    Prior to joining SambaTV, Wolff served as Vice President of agency and brand partnerships at PulsePoint; instrumental to the merger of ContextWeb and Datran Media.

    Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. He resides in Rye Brook, NY with his wife and daughter, Olivia. 

    Dan Bienenfeld

    Before co‑founding KERV in 2017, Dan Bienfeld spent the previous 35 years founding six start‑ups in various verticals such as publishing, licensing, med‑tech and ad‑tech. Within these companies, he enjoyed two meaningful exits, which provided him with the ability to continue his passion as an entrepreneur. 

    Aside from bringing together ‘Rock Star Talent,’ his main focus has been raising over $50M, primarily for the startups identified above, as well as creating strategic partnerships. Currently he lives in Westlake Village, CA with his wife and two kids. In addition to his entrepreneurial journey, he also enjoys working out, traveling and an addiction to sushi.

    Gary Mittman

    Gary Mittman brings more than 30 years of experience in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before starting KERV, he held numerous top‑ranking leadership roles, including Founder & President of Nami Media (which was acquired by Lin Media/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development, Direct Response at Western International Media (now Initiative Media).

    Gary also brings a decade of experience in the entertainment industry, including managing all booking for New York City’s premiere performance night club, The Ritz, as its Executive Manager and Booking Agent, Executive Producer of the MTV concert series ‘Live At The Ritz’, a Professional Manager at Chappell Music Publishing, and started out as an Assistant to legendary Clive Davis at Arista Records.

    Andi Fenster

    Andi Fenster went into the profession of Human Resources 30 years ago, because she believed from a young age that the way you treat your employees is what you get out of them. Her goal as an HR professional has been to help create the type of work environments that inspire folks to want to come to work. She is also a Management/Leadership/Career Coach and her focus is optimizing humans focusing on the mind‑body connection. 

    “We, each, have tremendous potential and the abilities to level‑up if we choose to understand how to get the support we need to get us there. Helping talent thrive and helping them create success is my reason for doing what I do.”

    Marika Roque
    COO & Chief Innovation Officer

    Marika Roque is a top expert in digital media, data and organizational infrastructures recognized with over 15 years of professional leadership experience. Previous to KERV, Marika worked as the vice president of digital operations for Mass2, a division of multi-billion-dollar corporation Nexstar Digital LLC. Prior to Mass2, Marika served as vice president of digital media activation at LIN Digital.

    Marika has held senior-level positions for leading advertising agencies in the Austin, Texas area including Sizmek and GSD&M. She also spent years in Chicago working for FCB Global and Starcom MediaVest Group. While at Starcom, Marika was recognized for her involvement in the creation of the first agency-side programmatic pipelines and what the industry now refers to as an agency trading desk.

    Marika holds a Bachelor’s in Advertising from The University of Texas at Austin, which she achieved while also participating as a former D1 collegiate athlete.