A little about OMD and Virgin Atlantic
Manning Gotlieb OMD (MG OMD), a communications planning and buying agency within the Omnicom Media Group, manage the Virgin Atlantic paid search campaigns. Virgin Atlantic is one of UK’s leading airlines serving the world’s most exciting business and leisure destinations.
It feels like Marin was designed to meet the challenges of any agency. The ability to integrate revenue into our optimization strategies and efficiently report on performance at scale saves us countless hours and has reduced our clients’ CPO by 20% on average.
Challenge
In today’s data driven world, businesses rely on multiple pieces of technology to deliver, optimise and manage their online advertising and website analytics. If these adserving, tag management and optimisation technologies do not integrate, data discrepancies occur and brands risk poor bidding execution.
Secondly, in the highly competitive world of airline travel, airfare prices change constantly across the dozens of routes Virgin Atlantic operate, posing the challenge of showing the best fares to a consumer at time of their search. Manually applying these fare changes is a laborious task that takes up time which would be better spent strategically optimising the accounts and thinking of innovative ways to communicate with Virgin Atlantic’s customers.
Finally, as price per route changes, so does gross profit per booking. This poses a problem for traditional rules-based bid calculations which do not account for the fluctuations in volume and performance that are inevitable in price-sensitive verticals like air-travel.
Solution
Marin integrated seamlessly with existing Tagman and CoreMetrics tracking, which meant there was no need for Virgin Atlantic to re-engineer their advertising technology architecture. MG OMD’s search team quickly and simply deployed Marin’s tracking pixel within the TagMan container tag. In contrast, deploying tags directly on the website often means waiting for a development window to open up and fighting to prioritise the tag deployment above multiple other requests. The benefits of this approach go beyond time saving; data discrepancies are minimised and historical data is preserved which means there is no “learning period” for automated bidding. In fact, bids can be calculated from day one.
Combining these three tracking sources results in an extremely complex URL structure; Marin’s URL builder was leveraged to seamlessly combine the various URL parameters and automate the process of building URLs. This eliminated the need for the MG OMD team to manually build URLs each time new ad copy and keywords were added. The time that was saved could instead be used to optimise the accounts.
Rolling out Marin’s automated bidding has ensured keyword-level bids are updated automatically each day, taking into consideration the most recent performance data as well as seasonal changes, to maximise performance. In addition, Marin’s pixel captures not only conversion and revenue data and the user’s path-to-conversion; it also allows Virgin Atlantic to track specific information such as the cabin category (economy, premium economy, little red, upper class) and route. This allows MG OMD to gain insight into and understanding of the consumer’s research process so it can optimise the account accordingly and interact with the consumer effectively.
To tackle the challenge of frequently updating ad copy with new prices, MG OMD created Dimensions in Marin that group Campaigns by destination and market. When prices need to be updated the team now use Marin’s ‘Actions by Dimension’ capability. This feature allows users to upload a single instruction to Marin to change the price for all ad copy relating to a particular destination. Marin does this by automatically applying the same change to all ads within the Dimension, thus showing the best fares to a consumer. Without this feature, the MG OMD team would have to upload bulk sheets containing thousands of rows, a time consuming and error prone process.
Results
Using Marin allowed MG OMD to achieve significant time savings, allowing for resource to be reinvested into strategic optimisation. In particular, Marin’s URL builder and the usage of the ‘Actions by Dimension’ feature led to:
- 17% decrease in cost per conversion
- 22% increase in revenue
- 10% increase in ROI
In 2024, marketing wasn’t just about selling - it was about creating experiences that left audiences saying, "Did they just read my mind?" This year’s trends screamed, “Level up!” AI handled the heavy lifting, social platforms redefined connection (goodbye old Twitter, hello Threads), and authenticity remained essential. Brands that thrived rode these trends to build deeper, more genuine connections.
Every great navigator knows the best maps are drawn from experience - so let’s dive into 2024’s top digital marketing trends!
1. Artificial Intelligence (AI) Integration
AI became central to marketing, enhancing personalization and efficiency. Generative AI tools like ChatGPT, Jasper, and DALL-E drove content creation for everything from product descriptions to ad creatives. Tools like Meta’s Advantage+, Google’s Performance Max, and TikTok’s Symphony automated ad creation based on user behavior. According to Deloitte’s 2024 State of Generative AI report, 34% of organizations identified productivity gains as the most important benefit, and 67% increased their AI investments.
Predictive analytics also took off, with AI tools like Salesforce Einstein and Adobe Sensei providing insights into audience behavior. Brands using Marin’s dynamic budget allocation saw at least a 10% increase in ROI when AI managed their budgets. Conversational AI tools like OpenAI’s ChatGPT API and Drift enabled real-time customer service, with 82% of consumers preferring chatbots over waiting for human representatives.
AI-powered Martech platforms like HubSpot’s Operations Hub streamlined workflows by automating tasks like lead scoring and email scheduling. 62% of marketing activities are now performed using Martech tools, and spending is expected to grow to 30.9% of marketing budgets within five years.
However, AI also raised concerns. The World Economic Forum reported that 23% of jobs will change by 2027 due to AI. Ethical concerns around data privacy and algorithmic fairness prompted companies like IBM and Microsoft to adopt AI ethics guidelines. AI’s future isn’t about replacing creativity - it’s about amplifying it with the right tools.
To Do: Integrate AI-powered tools for content creation, predictive analytics, and automation to boost efficiency and deliver personalized customer experiences.
2. Evolution of Social Media and Community-Focused Platforms
Social media saw major shifts in 2024, with Threads and BlueSky emerging as alternatives to X (formerly Twitter). Platforms like Discord and Reddit solidified their roles as hubs for engaged, topic-specific communities. Brands that successfully tapped into these spaces fostered deeper loyalty and more authentic interactions.
Short-form video content ruled, with 54% of marketers using TikTok, Instagram Reels, and YouTube Shorts - the highest adoption among content formats. 83% of marketers found short-form videos the most effective, prompting 42% of non-users to plan adoption within the year.
Authenticity took precedence, with 68% of consumers favoring relatable content over polished productions. Nano and micro-influencers thrived, achieving higher engagement rates by fostering genuine connections. The rise of social commerce turned platforms into shopping hubs, with features like Instagram Shopping and TikTok’s in-app purchasing simplifying the path from discovery to purchase.
To Do: Prioritize short-form video and community engagement on platforms like Discord, Reddit, and Threads to build loyalty and boost authenticity.
3. Continued Rise of Retail Media Networks
Retail media networks (RMNs) have emerged as a pivotal force in digital advertising, with projections indicating that U.S. omnichannel retail media ad spend will reach $54.85 billion in 2024, marking a 26% year-over-year growth. This surge is driven by retail giants like Amazon, Walmart, Target, and Kroger, which have expanded their ad networks to offer brands valuable first-party data for highly targeted campaigns.
The appeal of RMNs lies in their ability to merge contextual targeting with purchase data, enhancing ad relevance and directly linking them to sales outcomes. Industries such as consumer packaged goods (CPG), beauty, and electronics have increasingly leveraged these networks, with 32% of marketers planning to boost their RMN investments in 2025.
The retail media landscape has further diversified with platforms like Instacart Ads and Uber’s Journey Ads, enabling brands to engage consumers at critical decision-making moments. Notably, Kroger's retail media network, Kroger Precision Marketing, is forecasted to grow by 20% in 2024, underscoring the sector's robust expansion. Overall, the retail media market is expected to reach $82 billion in spending by 2027, reflecting its significant and sustained growth trajectory.
To Do: Review retail media networks for ad placement opportunities to leverage first-party data and reach your consumers at critical buying moments.
4. Emphasis on Personalized Marketing
In 2024, personalized marketing proved essential for customer engagement. 80% of consumers were more likely to purchase from brands offering tailored experiences, underscoring the need for relevance in marketing strategies. Companies that implemented advanced personalization reported a $20 return for every $1 spent, demonstrating the substantial ROI personalization delivers.
However, challenges remained. 40% of B2B companies cited personalization hurdles due to budget constraints and data management complexities. Despite these obstacles, the benefits continued to drive innovation, with brands leveraging AI and data analytics to enhance customer experiences and stay competitive. Personalized marketing wasn’t just a trend - it became a core driver of business success.
To Do: Implement AI-driven personalization strategies and messaging to enhance your customer engagement and maximize ROI. When in doubt - test, test, test!
5. Focus on Data Privacy and Compliance
Google’s reversal on phasing out third-party cookies in Chrome marked a major development in 2024. 70% of senior marketers welcomed the decision, while 38% of UK consumers planned to opt out of third-party cookies. Brands pivoted to first-party data strategies and AI-driven analytics to personalize experiences responsibly.
Regulatory changes added pressure. In the U.S., the Consumer Financial Protection Bureau (CFPB) proposed rules to regulate data brokers and protect consumer data. In the EU, the Artificial Intelligence Act introduced strict guidelines for AI transparency and ethical data use. These changes highlighted the need for marketers to balance innovation with compliance and trust.
To Do: Strengthen your first-party data strategy and ensure compliance with evolving privacy regulations to maintain trust and personalization capabilities.
6. Adoption of Immersive Technologies
Immersive tech continued to evolve in 2024. Versace used AR filters and gaming platforms for product launches, and Valentino Beauty introduced smart mirrors for virtual try-ons. Disney integrated AR and VR into theme parks, offering interactive rides and AR scavenger hunts.
Yet, mass adoption lagged. Apple’s Vision Pro headset struggled, selling just 370,000 units in its first three quarters, leading to scaled-back production. High costs and limited content kept consumers hesitant. Still, the global AR/VR market is projected to grow from $62.76 billion in 2023 to $299.24 billion by 2030. Brands that embrace these tools now will be ready for a future where digital experiences feel more real than ever.
To Do: Where appropriate, evaluate potential AR and VR partnerships to create interactive brand experiences and stay ahead of the immersive tech curve.
So, what does all of this mean for you as a digital marketer entering 2025? The biggest lesson from 2024 was that yesterday’s strategies won’t carry you into tomorrow. Gen Z and Millennials demanded purpose-driven, tech-savvy marketing that didn’t just make promises but delivered on them. Immersive tech, influencer partnerships, and ethically sound data practices set the stage for what’s next. As digital marketing continues its rapid evolution, one thing is clear: brands that prioritize trust, innovation, and personalization will lead the charge.
If 2024 was the year of adaptation, 2025 is shaping up to be the year of acceleration. Stay tuned for our follow-up piece, “Performance Marketing Trends for 2025,” where we’ll unpack the opportunities, challenges, and innovations shaping the year ahead.
