News and Insights
MEDIA PULSE: DECEMBER 2024
December 18, 2024
Pressed for time? We’ve distilled the latest media trends into quick, actionable insights just for you.
tl;dr:
How gaming leveled up to a brand-building powerhouse, Youtube Shorts is making bite-sized content bigger than ever, and audio ads are hitting the right notes to grab attention and win hearts.
#1 The Gaming Powerhouse
Still think virtual spaces can’t draw a massive audience? Think again. On November 30, Fortnite hosted an in-game concert that attracted over 14 million concurrent players – the platform’s biggest event yet. That’s 14 million young, hard-to-reach eyeballs in one place – a marketer’s (and media buyer’s) dream.
The digital advertising landscape is evolving fast, and gaming has emerged as an unexpected juggernaut. No longer just for recreation, gaming platforms are becoming critical battlegrounds for brands seeking to engage digital-native audiences.
💓 The Pulse
- Targeting Revolution: Gaming offers hyper-specific audience segmentation based on player behavior, game genres, and engagement patterns.
- Next-Level Metrics: With the in-game advertising market projected to reach $4.8 billion by the end of 2024, metrics like “time in branded environment” and “interactive brand engagement” are reshaping how success is measured.
- Real-Life Win: Nike’s collaboration with Fortnite, featuring virtual sneakers players can wear, has set the gold standard for immersive branding.
OUR TAKE
Gaming is no longer a “maybe” channel – it’s a strategic must. Forward-thinking brands that embrace this ecosystem will unlock unmatched access to digital-native consumers. It’s a fresh way to think outside the box on brand awareness campaigns. Meet your audience where they’re already hooked.
#2 The YouTube Power Move
Most marketers dismiss YouTube ads as digital white noise, but it’s so much more than a platform for skippable ads. In 2025, the brands that succeed on YouTube won’t just advertise – they’ll design digital experiences viewers actually want to engage with. This isn’t about interruption; it’s about integration and genuine connection.
💓 The Pulse
- TV Takes Over YouTube Viewing: Traditional TV is bleeding viewers – 40 million U.S. households cut the cord in the past decade. Meanwhile, YouTube saw a 65% jump in big-screen TV viewing over the last five years, offering brands an incredible opportunity to engage big-screen audiences with tailored creative.
- Shorts Continue to Grow: With 50+ billion daily views, Shorts is poised to dominate bite-sized content. Repurpose vertical videos from TikTok to expand reach, A/B test, and gain valuable insights. And if TikTok gets the boot, Shorts is your key to capturing the coveted Gen Z crowd.
- In-Feed Ads, a Low-Key Secret Weapon: YouTube’s home feed drives over 50% of all content discovery, and in-feed ads seamlessly blend into this experience. As YouTube refines its feed, in-feed ads are becoming essential for brands looking to grow their audience through discovery-focused content.
OUR TAKE
It’s time to diversify your YouTube ad strategy. But tread carefully – Google’s multi-format ad recommendations may promise 40% more views, but they limit transparency into performance metrics. Instead, segment campaigns by device, network, and placement to maintain control and gather actionable insights. Prioritize structure and tracking for long-term wins in 2025.
#3 The Sound of Success
In a world where personalization reigns supreme, audio advertising is emerging as the next frontier of brand engagement. From podcasts to streaming platforms, everyone is listening – 75% of listeners aged 12+ tune in monthly – but the medium only accounts for 3% of U.S. ad spend. That gap signals a massive opportunity for growth and an early mover advantage.
💓 The Pulse
- Huge Potential: The UK’s digital audio ad market is worth £176M and growing 4% year-over-year, showing the untapped potential for brands to make noise.
- Attention Grabbers: Audio ads outperform other formats in attention, generating 41% correct brand recall vs. 38% for other types (Dentsu). But personalization is key – nearly 60% of podcast listeners find ads irrelevant, signaling a need for more thoughtful brand partnerships with production houses.
- Don’t Just Spray & Pray: Advances in dynamic ad insertion and data-driven targeting allow for hyper-personalized audio experiences. Insights like purchase history, weather, and affinity targeting can transform ads into meaningful messages that resonate with listeners.
OUR TAKE
As audio consumption skyrockets, brands that find their voice and strike the right chord will cut through the noise. The key is creating audio content that informs, entertains, and adds value to the listeners. From native podcast sponsorships to ads that match music moods, the possibilities for audio personalization are endless.