This season’s hottest trend is privacy-first advertising based around relevancy, context and inclusivity – and it’s helping marketers scoop up new consumers. “Contextual strategies not only allow for a more inclusive approach but also open doors to previously undiscovered audiences." Fashion and beauty brands looking for a glow up need to work even harder to be on trend in 2024 and beyond.
The sector’s runway is looking strong thanks to the growing expansion of Amazon and Tmall, the rise in digitally savvy direct-to-consumer brands, and the ongoing success of fast fashion. But it’s also getting crowded. New, independent brands need to scale beyond their first, successful season, and established brands need to innovate to captivate – all against a backdrop of economic uncertainty.
Identifying and engaging new performance drivers has never been more in fashion. Successful fashion and beauty marketers are finding that contextual advertising not only cuts through to their target consumers, but also helps them to reach new ones. So, why is this vintage piece from the marketer’s playbook back in vogue now? Context on the front row As consumers increasingly disengage from brand intrusion, and as privacy regulations reshape the landscape, contextual is on trend in every sector: it’s set to grow by 13.
3% year-on-year by 2030. Contextual advertising serves ads according to the setting where they appear rather than a consumer’s activity history. So, a consumer readin.