2024 Advertising Prediction: Omnifunnel Commerce

That’s right: omnichannel is out, omni-funnel is in! For retail & CPG businesses of all sizes, speaking to your audience and collecting their data from across all digital and in-person channels cohesively is crucial.

(Learn how to collect zero-party consumer data with clever campaigns here.)

Shoppers are increasingly ordering goods online and picking them up in-store, or seeing an OOH ad and purchasing the item digitally, or any other number of combinations.

Your brand’s voice, image, and user experience have to be consistent across all touchpoints in the purchasing journey.

Retail media ad spend is projected to clear $59BB in 2024, and with good reason — it’s a full-funnel marketing tactic for reaching your desired audience. Retail media networks provide a wealth of first-party consumer data to help advertisers target consumers more precisely (and in more creative ways) when they’re already in a purchasing mindset.

Social Commerce is also a full-funnel strategy, combining the wide reach of social platforms with the immediate purchase ability of e-commerce. Learn more about how your brand can excel at social commerce here.

“The lines are blurring between social and search, with Instagram and TikTok both offering sponsored search ad inventory; and social commerce is on the rise with the launch of TikTok Shop. As shoppable CTV ads and interactive ad units become more widely used, we’ll see further blurring of lines in 2024.” — Alex Guardado, Exverus Media Paid Social Manager

For more 2024 advertising predictions including AI, data privacy, and the evolution of search, head over here.

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