Industry Snapshot: Boopin KSA’s Razmik Kalaidjian

Industry Snapshot: Boopin KSA’s Razmik Kalaidjian

WHAT ARE THE BIGGEST SHIFTS YOUR INDUSTRY WITNESSED LAST YEAR?

It was more of the same shifts we witnessed in previous years.More Digital Dominance: The continuous shift towards digital advertising continues to accelerate. More mobile devices, more social media platforms engagement, and more online streaming services.

More Data & AI Talk: clients/agencies increasingly rely on data analytics and machine learning algorithms to target more effectively. This is supporting the personalisation of ads and the effectiveness

of delivery.

More Brand Purpose and Values: I still believe consumers are increasingly gravitating towards brands and want to have brand experiences. They want brands aligned with their values, leading to an emphasis on purpose-driven advertising. A brand’s voice makes a difference in this noisy world.

WHAT WILL BE THE MOST NOTABLE CHANGES AND TRENDS IN 2024?

AI-Generated Content: This is a no brainer and already discussed at length in the industry. Clearly with advancements in AI, we will be seeing an increase in AI-generated content. Though it doesn’t necessarily mean that the content solution lies in AI, the tech behind it will certainly allow it to create personalised ads, optimise campaigns, and even generate marketing campaigns.

Personalisation: Though this is not new, the future of advertising lies in personalisation with new