As the Digital marketplace continues to accelerate, Generation Media looks at key trends that marketers should be aware of and new challenges they may be facing.

Emilie Flanders writes that 2022 was the first year that the scales tipped in favour of Digital investment when it comes to Toys and Games UK ad spend.

“Fast forward to 2023, and the industry has fully embraced a digital-first approach, with an estimated two-thirds of all ad spend allocated to digital platforms. So what have been some of the key trends, and what impact could they have as we look to 2024?”

Emilie looks in detail at how AI has takencentre stage; how YouTube Shorts have overtakenTikTok; the rise of social commerce; the positive shift in kids’ advertising experiences and data transformation creating parental targeting challenges. She highlights what marketers need to be aware of in each of these areas and offers useful advice on how they can prepare themselves to adapt to this ever changing media landscape.

“For UK brands, staying prepared is crucial, given the potential extent of these changes to our digital landscape,” says Emilie. “Pivots towards engaging and innovative content are paramount, in the absence of detailed data-driven targeting options. We look forward to embracing what 2024 has to offer as the evolution of Digital media extends far beyond the points raised above.”

To read the full article, which appeared in the December edition of Toy World, click here.

Generation Media can be contacted on 0207 307 7900 or contact@generationmedia.co.uk.