The Biggest Ad Trends Ahead of the 2024 Olympics

As the world gears up for the 2024 Olympics in Paris, brands are strategizing to capitalize on this grand global event. The Olympics offer a unique opportunity to reach a massive and diverse audience, making it a prime time for innovative advertising and marketing campaigns. Here are the biggest advertising trends we can expect to see ahead of the 2024 Olympics, along with a list of anticipated brand activations and marketing campaigns.

1. Immersive Experiences with Augmented and Virtual Reality (AR/VR)

Brands are increasingly leveraging AR and VR to create immersive experiences that engage audiences in novel ways. Expect to see interactive ads and virtual stadium tours that allow fans to experience the Olympics from the comfort of their homes.

Anticipated Activations:

• Samsung: A VR experience that allows users to experience the Olympics' opening ceremony in 360 degrees.

• Nike: An AR app that lets users visualize themselves in various Olympic sports gear, with interactive features to try out different products in a virtual environment.

2. Personalized Content and Targeting

With advancements in data analytics, brands are focusing on highly personalized content to engage specific audience segments. This trend involves tailoring advertisements to individual preferences, behaviors, and viewing habits.

Anticipated Activations:

• Coca-Cola: Customized video ads that change based on the viewer's demographics and interests, using AI to suggest the most relevant product.

• Adidas: A campaign that targets fitness enthusiasts with personalized training plans and gear recommendations, synced with the Olympics' athletic events.

3. Sustainability and Social Responsibility

Consumers are increasingly valuing brands that demonstrate a commitment to sustainability and social causes. The 2024 Olympics will see brands emphasizing eco-friendly practices and community impact.

Anticipated Activations:

• Toyota: Highlighting its line of eco-friendly vehicles with a campaign focused on sustainable transportation for the Olympic Games.

• Patagonia: Promoting environmental initiatives with a series of documentaries and live events during the Olympics, showcasing their commitment to preserving natural landscapes.

4. Influencer Partnerships and User-Generated Content

Influencers and user-generated content (UGC) continue to play a pivotal role in marketing strategies. Brands will collaborate with athletes and social media influencers to create authentic and relatable content.

Anticipated Activations:

• Under Armour: Partnering with Olympic athletes to share behind-the-scenes training videos and personal stories on social media platforms.

• Red Bull: Encouraging fans to create and share their own Olympics-related content, with the best submissions featured on Red Bull’s official channels.

5. Interactive Live Streaming and Real-Time Engagement

Live streaming has become a cornerstone of modern content consumption. Brands will focus on interactive live streams and real-time engagement to connect with audiences during live Olympic events.

Anticipated Activations:

• Pepsi: Hosting live watch parties with interactive elements such as polls, Q&A sessions with athletes, and exclusive behind-the-scenes footage.

• Visa: Launching a real-time rewards program where viewers can earn points and discounts by engaging with live-streamed content and participating in live challenges.

6. Cross-Platform and Omni-Channel Marketing

The integration of multiple platforms and channels ensures a seamless and cohesive brand experience. Brands will utilize a mix of TV, social media, mobile apps, and in-store promotions to maximize reach.

Anticipated Activations:

• McDonald’s: A synchronized campaign across TV, social media, and mobile apps featuring limited-time Olympic-themed menu items and interactive games.

• Procter & Gamble: Leveraging TV commercials, influencer partnerships, and in-store displays to promote their range of personal care products tied to the Olympics.

The 2024 Olympics promise to be a showcase of cutting-edge advertising trends and innovative marketing campaigns. From immersive AR/VR experiences and personalized content to sustainability initiatives and real-time engagement, brands are poised to captivate audiences worldwide. As the countdown to the Games begins, these anticipated brand activations highlight the dynamic strategies that will define Olympic advertising in 2024.