IAB Last Thursday Club January 2024: Our Key Takeaways

AI for Content.

Creators and influencers are being brought forefront and centre to the media mix, with companies starting to really understand their importance in bridging the relationship with business and consumers. Consumers are far more ‘content-savvy’ and starting to become more aware of the reliability of advertising claims. Building trust with businesses through creators & influencers is becoming increasingly important.

Short Form vs Long Form Video.

Short Form Vertical Presenter-Led Video is becoming the ‘standard’ of all interactions online. Where consumers are finding this format to be more digestible, this is becoming the more dominant content form, with consumers responding better to faces online.

Depreciation of Cookies.

A member of the audience brought the question around depreciation of cookies and how this will affect advertisers for the year ahead. The experts responded, highlighting that consumers will still want personalised ads, just without giving their personal data. They suggest that it is our job as advertisers to find creative ways to provide this, using different data sources such as ‘Geo-Data’ to communicate at the right time to consumers.