The 15 Minute Breakdown: Five Big Bets for 2024

Katherine: Welcome to Tinuiti’s first webinar of the year. I’m Katherine Bishop, Marketing Webinar Specialist at Tinuiti, and I’ll be your host today.

A little background on Tinuiti—we’ve mastered the media that matters most. As the largest independent performance marketing firm across streaming TV and the triopoly of Google, Facebook, and Amazon, we understand that success requires both strategic planning and channel specialization. Our approach has earned us industry recognition, including the Shorty Awards, OMMA Awards, Best in Show at MediaPost, and EIS Awards. Additionally, we’ve been acknowledged by key partners like Google, Microsoft, and Amazon, helping us grow incredible client relationships.

With that, I’m thrilled to introduce Tinuiti’s Chief Marketing Officer. Dalton, over to you.

Dalton: Thanks, Katherine. Hi, everyone! I’m Dalton Dorne, Tinuiti’s Chief Marketing Officer. I’ve been with Tinuiti for five years, overseeing our marketing team and tackling challenges similar to those faced by our client CMOs—customer acquisition, navigating privacy changes, growing teams, and filling leadership gaps.

This marks our third year producing the Big Bets Report, one of my favorite content pieces of the year. In this session, we’ll provide high-level insights into five key trends shaping 2024. This is a fast-paced, hot-take-style webinar, so we won’t go too deep, but you’ll receive early access to the full report at the end. Each trend includes actionable takeaways that help you understand its impact and apply it to your marketing strategy.

The five key areas we’ll cover today are Measurement, Audience, Streaming, Consumer Behavior, and Search. I’ll briefly introduce each, and at the end, I’d love your thoughts on which are most relevant to your organization. We’ll also compare our live poll results with insights gathered from our CMO series in December.

Big Bet #1: Measurement

Measurement has been a top concern for years, especially as privacy changes continue to disrupt traditional tracking methods. The age-old dilemma—“Half my marketing is working, but I don’t know which half”—remains a challenge. While digital transformation has made many aspects of marketing more measurable, brand measurement remains elusive.

We believe 2024 will be a breakthrough year for brand measurement. Marketers will gain clearer insights into how paid media investments impact brand value and how brand equity drives revenue. With privacy regulations reshaping attribution models, proving brand effectiveness to stakeholders will be critical.

Big Bet #2: Audience & Personalization Through AI

Personalization is evolving dramatically with AI. While personalization has been an industry buzzword for years, AI is redefining what it means by setting new expectations.

This shift goes beyond traditional lifecycle marketing and social content. AI-driven personalization is becoming more dynamic, particularly in influencer marketing. User-generated content, paired with AI, allows for scaled, hyper-personalized experiences. Consumers are also training AI through their behaviors, influencing algorithms without needing to share first-party or zero-party data in conventional ways. This evolution will reshape engagement strategies.

Big Bet #3: The Evolution of Streaming

Streaming advertising is undergoing a major transformation. After years of speculation about the demise of TV commercials, ad-supported streaming services are bringing them back—just in a new form.

The surge in free, ad-supported platforms like Pluto, along with ad tiers on services like Netflix and Hulu, is fueling this resurgence. AI-powered insights into viewer behavior will enable advertisers to create more interactive and personalized ad experiences. As ad inventory increases, accessibility and affordability for brands will improve, making streaming a key advertising channel.

Big Bet #4: The Future Consumer – AI as a Shopping Companion

AI is changing not just marketing strategies but also consumer behavior. As marketers, we’re already integrating generative AI into workflows to enhance efficiency—but so are consumers. AI-powered shopping assistants are providing personalized recommendations, fundamentally altering how people shop.

This shift will drive a more conversational customer journey, with AI intermediaries influencing purchase decisions. Marketers will need to adjust strategies, not just to reach human consumers but also to influence AI systems that act on their behalf. Understanding how to engage with AI-driven shopping behaviors will be essential.

Big Bet #5: The Changing Landscape of Search

The way people search for information is shifting. In the future, the phrase “Just Google it” may no longer dominate the search experience as it does today.

More searches now begin outside of traditional search engines—on platforms like TikTok, YouTube, Reddit, and Amazon. Additionally, voice-powered and AI-driven search tools are gaining traction. Marketers must rethink search strategies to focus on search everywhere, ensuring they’re visible where consumers are actively seeking information.