Industry Voice
5 Key Takeaways from Advertising Week 2024
- October 14, 2024
By Catherine Cannon, Sr. Director, Business Development, NVE Experience Agency
Earlier this month, we had the pleasure of attending Advertising Week 2024 for its milestone 20th anniversary. The brightest minds in marketing, advertising, and technology converged in New York City to deliver a whirlwind of insights, trends, and predictions for the future of the marketing landscape. From the growing adoption of AI to the rise of the new sports economy, here are five key takeaways from Advertising Week that are making an impact in experiential marketing:
One of the most striking observations from Advertising Week was the ongoing confusion around what constitutes a brand experience. Despite its central role in the marketing mix, many brands and agencies still struggle to define it clearly.
We saw this at Cannes Lions as well, so let’s set the record straight: “anything” and “everything” isn’t and can’t be a brand experience.
Brand Experiences must be participatory and add value to a consumer’s life. It is not an interruption. Unlike other forms of marketing, consumers actually opt into brand experiences. They can be physical, digital or a combination of both. Brandside leaders from Pinterest, Tinder and Meta were among those who advocated for the power of brand experience at the core campaigns.
The way we measure the success of social media campaigns is shifting and the metrics that matter are evolving. Stats like sends per reach and saves are gaining prominence, especially among Gen Z, who prefer to share content privately in DMs rather than in public posts or stories. This has led brands like Coca-Cola and TikTok to track Sends per Reach as a KPI.
PepsiCo Foods Chief Creative Officer Chris Bellinger echoed this in an interview with Marketing Dive, saying, “There is no bigger compliment than someone who texts someone else and says, ‘Have you seen this?’ It’s worth its weight in gold. I can buy a like, I can’t buy a comment or a share. That’s the true measure of engagement for us.”
This aligns with the core principle of experiential marketing: creating shareable moments that inspire word-of-mouth. “With so much content out there and so much noise, we owe it to our consumers to give them something entertaining, something they’re going to be willing to share,” said Bellinger. By focusing on the quality of engagement and the emotional impact of experiences, brands can drive true reach and influence.
To stay relevant in today’s fast-paced digital age, brands must be agile, adaptable, and able to move at the pace of culture. Several speakers, including Duracell Global CMO Ramon Velutini, stressed the importance of real-time social listening to identify cultural moments and react swiftly. When “Vanderpump Rules” stars Ariana Madix and Tom Sandoval split up, Duracell quickly left a TikTok comment: “Guaranteed to last 10+ years, unlike Tom.” Within days, Duracell shot an ad with Madix, who claimed she was “done with anything basic” and called out Duracell’s 12-year guarantee.” The video received 26 million organic views and led to a 25% increase in the brand’s social followers.
Pre-planned content strategies are no longer sufficient; real-time storytelling is essential to capture attention and drive engagement. Investing in real-time marketing not only keeps brands relevant, it creates opportunities to capitalize on emerging trends and engage with their audiences in a more authentic manner.
The new sports economy, driven by global events and diverse fan demographics, was a hot topic. Sports continue to be a powerful platform for brands, offering unparalleled opportunities to connect with passionate audiences. As leagues and properties like the NFL and UEFA expand their global reach, there are new opportunities for brands to engage with diverse audiences, and to tap into subgroups –like female sports fans –that have previously been overlooked.
From traditional sponsorships to innovative activations, sports marketing offers a unique blend of emotion, community, and cultural relevance that’s a no-brainer for brands. However, the key to success is getting in at the ground floor and building credibility with fans. They know if a brand jumped on the bandwagon when their team got to the playoffs – and they’re not afraid to call it out either. That’s why brands like Verizon are laying the groundwork with U.S. football fans, so they’ll already be an established presence in the space by the World Cup in 2026.
Artificial intelligence is no longer a futuristic concept; it’s a present reality that’s transforming marketing. AI is being used to enhance everything from creative ideation to customer personalization. During one session, director Wes Walker described how he leveraged AI to create the controversial “Forever Is Made Now” promo video for Under Armour, which needed to star boxing heavyweight Anthony Joshua…without having any access to him. With the athlete’s buy-in, Walker created the video using CGI for his face, a 3D model of his body, over 5,000 AI images and live action from previous commercials, resulting in one of the most discussed pieces of creative this year.
While there are valid concerns about the potential drawbacks –particularly in the entertainment industry– AI is not going anywhere and it’s the brands who embrace the technology and leverage its power to drive innovation that will emerge as the winners.
Advertising Week 2024 provided invaluable insights into the future of marketing. By staying ahead of cultural trends, leveraging new metrics, and embracing technological advancements, we can create more impactful brand experiences that will leave a lasting impression.
