Gone are the days when simply spending money on Google and Facebook ads guaranteed success. The advertising landscape in 2024 is a complex beast, demanding a multi-faceted approach to reach your target audience and achieve those coveted KPIs.

So, what does it take to thrive in this new era? In this article, you’ll discover the ultimate toolbox for success.

Beyond the big two: Expand your reach

While Google and Facebook remain advertising giants, they shouldn’t be your only channels. Depending on your geography and target audience, other channels can deliver strong performance as well. For example, Snapchat has, in some cases, outperformed the leading platforms. That’s why it’s important to test multiple platforms and creative implementations to ensure that performance and reach are being optimized.

There are other ways to expand reach and improve performance beyond the platforms. One solution we recommend is programmatic media buying via a Demand-Side Platform (DSP). An integrated DSP provides access to virtually all app and web inventory, allowing you to strategically place your ads across a diverse range of experiences, reaching a wider audience and potentially unearthing hidden gems for user acquisition. If the integrated DSP has DMP (Data Management Platform) capabilities to intelligently build & target audiences, along with cutting-edge optimization algorithms, then we have a media buying platform that has closed the edge that Meta and Google used to exclusively claim. A DSP like this can run branding, UA, and Engagement campaigns for every marketer’s needs.

More effective channels are Ad and SDK Networks.  Networks enable marketers to match their ads with relevant apps and mobile websites. Thanks to the Software Developer Kit (SDK), marketers can access tools, including analytics and re-engagement, to enhance campaign performance. We experienced strong performance with Networks in 2023, and that trend is continuing.

Last but not least, Affiliate Networks. Affiliate networks enable advertisers to leverage influencers, content creators, bloggers, and just about any interested freelancer in the world to promote their product. This tried and tested tactic is still delivering strong performance.

Embrace the power of mobile performance

Consumers are glued to their smartphones, and that’s where a significant portion of your advertising budget needs to be directed. This means mastering the art of mobile performance advertising, which encompasses a range of tactics.

In 2024, a successful mobile performance marketing strategy must include in-app programmatic advertising (optimized through a DSP), AI-driven personalized ads and content, on-device commerce, in-game advertising, and location-based targeting. Even out-of-home advertising can be integrated with mobile marketing to deliver real-time conversions.

The rise of creator-generated content (CGC)

Consumers crave authenticity, and user-generated content delivers. That’s why working with social influencers and creators is a growing performance marketing tactic across a broad range of product and service verticals.

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Partnering with creators who resonate with your audience and brand allows you to tap into a trusted voice with a pre-established audience. Creator-Generated Content (CGC) fosters a sense of community and encourages user engagement, ultimately driving brand loyalty and sales.

For more about Creator-Generated Content, we invite you to learn more about how Zoomd’s clients are succeeding with CGC, including a few recent client campaigns.

AI: Your secret weapon

Data is king, but what good is a mountain of information if you can’t unlock its potential? Artificial intelligence (AI) is the key. AI-powered advertising platforms analyze vast datasets to identify the most receptive audiences, optimize campaign delivery, and predict future performance. This allows you to target your ideal customers with laser focus, maximizing your ROI.

Today, marketers can use AI technology to optimize all of their marketing. Beyond audience segmentation, AI technology can power media planning and buying to reduce costs driven by more effective targeting. AI technology can also take existing creative assets to optimize and serve the most effective ads for each Geography and target audience. The technology will sense when an ad must be refreshed or changed to maintain performance.

Beyond using AI to optimize existing ad creative, Generative AI technologies can actually create advertising, though marketers carefully test AI-created ads and content.

The winning formula

The key to success in this new advertising landscape lies in a holistic approach. Empower mobile performance advertising with the audience and creative insights generated by AI technology. Utilize a range of marketing channels, such as a DSP, Ad, SDK, Affiliate, and Retail Media Networks to expand your reach. Leverage the magic of CGC to build trust and brand affinity.

That’s the start. Run multiple channels and ad formats, segmented according to audience objectives. And then A/B test everything you run to ensure maximum performance.

By using this toolbox, you’ll be well on your way to exceeding your KPIs and gaining a competitive edge.

Want to implement this in real life? Contact Zoomd to learn all about their unique approach to advertising in 2024.