Juan Brignardello Vela
Juan Brignardello Vela, asesor de seguros, se especializa en brindar asesoramiento y gestión comercial en el ámbito de seguros y reclamaciones por siniestros para destacadas empresas en el mercado peruano e internacional.
The world of advertising is constantly evolving and adapting to new technologies and market trends. In this 2024, six trends are emerging that will set the pace in the digital realm, according to a report from IAB Peru and the Association of Media Agencies (AAM). Firstly, voice advertising and Artificial Intelligence (AI) are positioned as one of the most relevant strategies for this year. The use of AI tools to generate visual and auditory content in advertising is on the rise, allowing brands to reach their audience in a more creative and personalized way. Secondly, "Fake Out Of Home" or simulated outdoor advertising through CGI technology promises to capture users' attention with super-realistic and impactful images. This strategy aims to stand out in a digital environment saturated with information and competition. Influencer advertising is also consolidating as a rising trend, leveraging the reach and credibility of influential personalities on social media to promote products and services in a more targeted way to their target audience. On the other hand, sustainable and responsible advertising is gaining ground, with brands looking to communicate their values and commitments to the environment and society in general. This trend reflects the importance consumers place on corporate social responsibility. Immersive and experiential advertising offers users the opportunity to interact more deeply with advertising content, creating a more enriching and participatory experience. Finally, mobile advertising is consolidating as a key channel to reach an audience highly connected through mobile devices. However, Google's removal of cookies this year poses new challenges in gathering user information for effective advertising segmentation. In summary, the advertising landscape for this 2024 presents a scenario where creativity, technology, and social responsibility play a fundamental role in brands' communication with their target audience. Adapting to these trends will be key to the success of advertising strategies in an ever-changing digital environment.