As we approach 2024, marketers must grasp the evolving landscape of digital activation. Understanding emerging audience trends and activation strategies is key to developing impactful marketing initiatives and positioning your brand for success.
In Experian’s 2024 Digital audience trends and predictions report you’ll find:
- Data-driven insights that will empower you to confidently develop marketing strategies that resonate with your audience and drive meaningful results.
- Insights from Experian experts and our industry-leading data.
- Our outlook for 2024 marketing trends.
In this blog post, we’ll provide a sneak peek of the 2024 marketing trends you can expect in our full report.
Digital activation
Digital activation grew by 63% between 2022 and 2023. We expect digital activation to increase in 2024 but at a slower rate than in 2023 due to economic uncertainty caused by high-interest rates, recent state privacy regulations, and work stoppages in the entertainment and automotive industries.
Top digital audiences
Which digital audiences are advertisers purchasing from Experian?
We are seeing growth in four major data categories: Automotive, Demographics, Lifestyle and Interests, and Retail Shoppers: Purchase Based audiences. Here are a few audiences within these categories that you can activate on-the-shelf of your preferred platform:
- Automotive: Autos, Cars, and Trucks > In Market-Make and Models
- Demographics: Demographics > Homeowners/Renters > Renter
- Lifestyle and Interests: Lifestyle and Interests (Affinity) > Activities and Entertainment > Wine Lovers
- Retail Shoppers: Purchase Based: Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders
Top digital audiences by industry
What are the top digital audiences being activated by industry? Download our 2024 Digital audience trends and predictions report to discover the top digital audiences in the following industries:
- Automotive
- Health
- Financial Services
- Retail & CPG
Download our new 2026 Digital trends and predictions report
Marketing in 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. These connections are what turn innovation into impact, and they’re where Experian helps marketers lead with confidence.
What you’ll learn
- AI is only as good as its data : Find out why the marketers who shape how AI works, with high-integrity, human-centered data, will be the ones who lead.
- Activation and measurement are coming together: Explore how marketers are shifting from reporting after the fact to guiding performance in the moment.
- First-party data activation is becoming a foundational capability: See how it’s now possible to onboard and activate privacy-compliant audiences across channels, all from a single system.
- Commerce media is no longer just a retail play: Understand why auto, CPG, financial services, and travel brands are now adopting retail-style models to connect data, media, and sales outcomes.
- Curation is the new programmatic standard: Learn how curation brings identity, quality, and control together, allowing marketers to target confidently across connected TV (CTV), audio, and the open web.
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