The big trends for 2024 include a major shift of ad dollars to CTV and “the death of the dongle”, according to LG Ads Solutions’ CMO Tony Marlow. Here are a few of his predictions for the year ahead:
“In 2024, we anticipate a significant and continued shift of advertising dollars from linear TV to Connected TV (CTV),” Marlow said. “This change is part of the "big shift" observed over the past few years, driven by consumers spending more time viewing CTV content. Notably, the rise in popularity of free, ad-supported streaming services offers advertisers a prime opportunity to engage with consumers in their increasingly preferred medium. Moreover, the introduction of ad-supported streaming options on major platforms like Netflix and Disney+ has expanded the available inventory. This transition is expected to accelerate in 2024.”
