Our yearly report uncovers the latest advertising trends impacting the industry in 2024. 

Every year, advertisers pour billions into ads that don’t quite hit the mark. 

But it doesn’t have to be this way.

Neurons has been helping advertisers better connect with customers for over two decades. We collect eye-tracking and brain-scanning data from studies with the world’s biggest companies. Our research helps brands understand how the subconscious mind influences customer behavior. 

The annual State of Advertising Report is our way of sharing what we found over the past year.

The full report gives you:

• Proven ad strategies
• Top advertising trends
• Powerful marketing models

We’ve distilled the most important findings from a year’s worth of research into this report to help you better connect with your audience, and stay informed about the top advertising trends of the year.
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‍Tap into 20+ years of neuroscience research with Neurons. Book a demo!

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With the State of Advertising 2024 report, you’ll be able to capitalize on untapped opportunities to build bulletproof advertising strategies in 2024 and beyond.

We know that in 2024:

• The battle for attention will intensify
• AI will only be as good as the data it's trained on
• New advertising channels will open & old ones will close

Don’t be left in the dark. Get the free report and update your advertising toolbox with relevant strategies rooted in neuroscience. 

Here’s a glimpse of what’s waiting for you:

1. In-Stream Ads - the Powerful Advertising Trend of 2024

Since the early 2010s, streaming has been steadily catching up to traditional television. Streaming platforms have a simple, yet effective business model: subscribers pay a monthly fee to enjoy their favorite shows, in a personalized, ad-free experience.

Scratch that last part; not everyone offers their services ad-free. 

Hulu piloted a model in which paying subscribers were still shown ads in-stream. Recent trends suggest that streaming platforms are adopting Hulu’s strategy. And it seems to be working. Netflix’s CFO Spencer Neumann recently told investors that cheaper subscriptions with ads bring more revenue than their more expensive, ad-free counterparts.

This is certainly a great deal for the streamers. 

But what about advertisers? Should you consider in-stream advertising?

Let’s find out.

We teamed up with Warner Bros. Discovery to explore how ads on streaming platforms stack up against ads on television and social media. We wanted to see how the same ads influenced viewers’ attention, emotion, and memory when shown on different platforms.

We don’t want to spoil all the fun, so we’ll just say:

In-stream ads are here to stay. 

Find out more in our Report

2. Playing on FOMO May Not Be the Optimal Marketing Strategy in 2024

FOMO (fear of missing out) has been around in advertising since the dawn of time. 

It has been benefitting advertisers for decades. However, recent evidence suggests that it might not be your optimal ad strategy in 2024.

During our study with Bulder, a Norwegian Banking App, we tested this hypothesis.
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We tested 3 different ad variations with both loss and gain-framed versions. Contrary to preconceived expectations, ads focusing on gain generation outperformed those focusing on loss aversion.

This is a classic example of theory not translating well to practice. 

But if FOMO is so widely utilized, how come it fell short this time?

Find the answers in our report!

3. How AI impacts advertising in 2024

AI has been a hot topic in the past 2 years. 

It went from a promising future technology to a household reality overnight.

But it’s becoming abundantly clear, that this technology isn’t all rainbows and butterflies. Once the initial excitement faded, many started to question the efficacy and accuracy of AI models. And with good reason.

Unreliable datasets are leading to the reinforcement of harmful biases, inaccurate predictions, and the spread of misinformation.

“AI is only as good as the data it’s trained on”
- Dr. Thomas Z. Ramsøy, CEO and Chief AI Officer at Neurons

The real challenge isn't about technology anymore; it's about building it ethically and making sure its benefits are widely shared. This shift means more pressure on companies to be transparent, fair, and ethical in their AI practices.

Find the 5 AI trends of 2024 in our Report

4. Find More Insights in the State of Advertising 2024 Report!

The road to happier customers starts with building stronger connections.

We curated the State of Advertising report to help you better understand your customers' subconscious minds. Integrating these into your marketing strategy will help you benefit your customers and brands alike.

Are you ready to discover winning tactics your advertising should focus on in 2024? 

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Claim your copy of the State of Advertising 2024 today!

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‍Psst… Our report from last year may still be relevant for you. Find it here!

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