Adding joy into digital advertising

Joy was the theme of IAB UK Engage 2024. Here, senior account executive Chessie Cronk shares key takeaways and insights from the event.

We recently attended Engage, the annual flagship event of the Internet Advertising Bureau (IAB UK). The theme this year was ‘the joy of digital advertising’. It reminded us how it’s good to embrace all things joyful (it’s one of the reasons, for example, that we are on TikTok).

Could CPL One help you to bring out a more joyful and authentic side of your brand or organisation’s personality? It’s not a frivolous question. Statistics shared at Engage 2024 show why being a little playful with your creative advertising content can help cut through with your audience.

  • 76% of people in the UK belong to a digital community (e.g. ‘BookTok’).
  • Children laugh 300 times per day vs 17 times for adults.
  • You only have about 4 or 5 hours of concentration per day.
  • 50% of 18-34 year olds, 39% of 35-54 year olds, and 22% of 55+ year olds trust advertising.
  • Since 2021, influencer, online and social media have grown the most in trust  (33%, 27% and 26% respectively).
  • 18-34 year olds trust all forms of advertising between 40-50% compared to 20-30% for 55+ (with cinema, TV and OOH trusted the most for 18-34 year olds).
  • We spend our lives trying to get rid of ads (e.g. paying for subscriptions to apps just to have an ad-free experience), but 90% of WeTransfer users (both free and paid) prefer the site with ads.

Key themes from Engage 2024

Delving a little deeper, we can group insights from Engage 2024 into five key themes that are also resonating across the industry.

  1. The power of personalisation

One of the most talked-about topics was the increasing importance of personalised marketing. Consumers today expect brands to understand their preferences and deliver tailored experiences. Geoff de Burca, chief strategy officer and Lindsey Jordan, head of creative strategy at EssenceMediacom, discussed how we can be more weird in our advertising and embrace people’s niche interests. They spoke about the importance of user-generated content (UGC) and letting go, allowing consumers to use content in whichever way they want to.

  1. The need to build trust

With growing concerns over data privacy, building trust with consumers has never been more critical. Stephen Woodford, CEO of the Advertising Association, spoke about how younger generations trust advertising far more than older generations, and how advertising is no longer at the bottom of the trust list, with government and media below advertising for the first time since 2014.

  1. The rise of AI

AI continues to revolutionise the way we approach marketing. Sam Crowther, creative director at AudioStack, discussed how companies are using AI in their advertising and creating more emotive ad campaigns with it. Embracing AI is no longer optional, it’s essential.

  1. The impact of laughter

Dara Nasr, VP global sales at WeTransfer Advertising, highlighted the positive impact of laughter. It is so important when it comes to advertising, particularly when you realise that adults only laugh 17 times per day on average. When it’s done well, advertising has the power to make people laugh and have fun, creating a positive impact.

  1. Diversity in digital

Jordan Banjo and Perri Kiely from the Diversity dance group took to the stage to discuss how they’re using radio in an authentic way, while Jamie Laing, broadcaster and producer, and Sophie Habboo, podcaster and TV personality, talked about podcasting to engage your audience and why you should only partner with brands and organisations that really resonate with you.

When these themes lock together in the service of creative content, they amplify authenticity and make everything a little more joyful.

Perhaps we could start by looking at your digital content and social media to help make your content more relevant and engaging. Or perhaps our advertising team could help you better understand what audiences like yours are looking for.

If you think we can help bring some joy to your digital advertising, get in touch.