Quick commerce’s momentum translated into increased ad spends in 2024: Vasuta Agarwal

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.

Adgully’s annual feature – REWIND – revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.

In this REWIND 2024 article, Vasuta Agarwal, Chief Business Officer, Consumer and Performance Advertising, InMobi, shares significant milestones for InMobi this year, the pivotal industry trends that influenced their strategies and operations, and much more…

Key developments and trends in advertising and marketing in 2024

The year 2024 saw robust growth across various business verticals. Quick commerce emerged as a strong contributor, with its momentum translating into increased advertising and marketing spends. Similarly, sectors like gaming reached unprecedented levels of activity, contributing significantly to our business. The inclusion of innovative AI-driven applications across diverse markets further added to this growth, showcasing the dynamic potential of emerging technologies in our industry.

AI played a transformative role, especially in the realm of personalization. It empowered us to localize content, innovate formats, facilitate seamless language translation, and tailor brand communications to individual users, fundamentally reshaping the creative and content ecosystem.

Additionally, the growing emphasis on data privacy emerged as a central theme. As awareness about user identity, data protection, and consent increased, these considerations began to shape marketing strategies and plans profoundly, a trend we expect will continue to gain traction.

Omnichannel strategies also matured significantly, blending physical and digital touchpoints. On the advertising side, this involved integrating mobile experiences with connected TV, while on the consumer side, it extended to the intersection of digital platforms and physical interactions. This omnichannel approach is redefining engagement and opening new avenues for campaigns to connect meaningfully with audiences.

Significant achievements/ milestones for InMobi in 2024

2024 has been an exciting year for us, and one of the key highlights has been the strengthening of our performance advertising platform with substantial investments in AI and machine learning capabilities to deliver the best outcomes for our advertisers. We’ve been able to bring together the power of our own exchange, owned and operated properties, and third-party exchanges into one cohesive system, creating a unique differentiation and solidifying our position as a performance advertising leader.

Also Read: Challenges And Opportunities For Coffee Brands In Quick Commerce