A Dentsu, a global marketing and communications solutions company, announces the launch of the Dentsu Media Trends 2024 annual report, offering insight into the trends that will shape the media landscape in the coming year. Among them are generative artificial intelligence, the intensification of competition between technology platforms and the sustainable contributions of brands to society. The title suggests an imminent revolution: The Pace of Progress: Dentsu 2024 Media Trends.
Generative AI or technological engine
The report’s main discovery is the rise of Generative AI, highlighted as the most significant technological advance of the last decade. With over 60% of marketers engaged, Generative AI is poised to take center stage in the coming months and years. From research to creativity, from planning to media production, generative AI takes media effectiveness to new heights. This theme is explored through the following trends:
- Rise of generative research: Generative AI will transform the way people access information, from search engines to online platforms. e-commerce;
- Creativity reimagined: increasing human creativity through generative AI in areas such as content and writing, as well as image development;
- Generative optimizations: Leveraging generative AI to simplify advertising production, targeting and effectiveness at scale and pace.
Our customer research showed that more than 60% of marketers said they have already started engaging with generative AI in their companies. Therefore, in our Dentsu Media Trends 2024 report, it was important for us to identify and present additional advantages, trends and technologies to help you advance in this space. When we bring together experts from our media agencies and around the world to create these forecasts, it’s essential that we show the most pressing topics and the best opportunities for the future. The report does just that, in a convenient and easily accessible waydiz Peter Huijboom, CEO Global e Media International Markets da Dentsu.
The race for monetization
The year 2024 will be marked by intensified competition between technology platforms. As they strive to better monetize their services in their economic circumstances, platforms will double down on further protecting their data, understanding their users, and increasing their advertising offerings. This megatrend is embodied by:
- A world of similar apps: As platforms become increasingly similar, capturing audience attention has never been more important for brands;
- From closed to even more restricted ecosystems: Platforms take a more defensive stance towards their data, which opens up the broader question of the delicate balance between protection and discoverability;
- The reorientation of identity: a doubling in the intelligence of people across media platforms as people cookies third parties approach the end of the line;
- More ads for more returns: Expansion of advertising into new areas for most platforms, with new formats, opportunities and risks emerging as a result.
Integrity Economy
Growth next year will not just be a question of economics, but also a question of brands’ sustainable contributions to society. Amid increasing social and political polarization and the climate emergency, creating more diverse, carbon-efficient and safe online spaces for people and brands will be critical to success. The highlights will be:
- The new faces of growth: With media consumption becoming increasingly diverse and personal, brands must adapt to reflect audiences’ needs and identities and remain relevant;
- Safer, better, faster, stronger: Amid a rapidly evolving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands;
- But now, you would have bought less: As brands implement carbon efficiency strategies, optimizing attention should drive decarbonization through optimized and improved impact.
Dentsu also explores the intensifying competition between technology platforms in search of better monetization, as well as the role of brands in contributing sustainably to society amidst social, political and environmental challenges.
* Cover photo: Disclosure/Dentsu
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