1.Data privacy compliance becomes a medical task The implementation of the EU Data Protection Regulation (GDPR) continues to deepen, and the use of third-party cookies will be fully restricted in 2024. This change requires advertisers to:
Establish a complete first-party data collection system to obtain user authorization data through membership plans, subscription services, etc.
Use advertising technology to achieve precision marketing without relying on personal data
Invest in a data management platform that meets GDPR requirements to ensure compliance throughout the process
- Video content dominates The latest research shows: Annual video ad spending reaches 12%, significantly higher than other ad formats,Short video platforms (TikTok, Instagram Reels) have a penetration rate of over 80% among people aged 18-34
The conversion rate of interactive video ads is 3-5 times higher than that of traditional formats
Response: Strategy
Produce 15-30 second vertical short videos to optimize the mobile viewing experience,Combining AR technology and interactive elements to improve user engagement,Localize content for different markets.
- The importance of retail media networks is highlighted Main trends:
Retail media advertising expenditure will increase to 20% Amazon advertising platform ROI is 2-3 times that of traditional channels Physical participants (such as Carrefour) accelerate digital transformation
Practical suggestions:
Prioritize search ads and product display ads Use sales data from retail platforms to optimize advertising Establish a special budget and performance evaluation system for retail media
- Artificial intelligence applications enter a new stage Actual application cases:
45% of European advertisers have configured AI creative generation tools Programmatic advertising purchase efficiency increased by 40% Dynamic creative optimization increases click-through rate by 25%
In 2024, the European advertising market will present the overall characteristics of "technology-driven, compliance-first, experience-first". Advertisers need to establish a more agile operating system and gain competitive advantages through technological innovation and localized operations while ensuring compliance. Brands that can quickly adapt to changes and accurately grasp regional differences will gain an advantage in this round of market changes.