The Pace of Progress | dentsu 2024 Media Trends

With more than a third of CMOs already using generative AI, the technology will rise to center stage as it touches everything from creativity to search, to media planning and activation. Yet its massive potential to power new opportunities for brands also reveals the importance for marketers to define new rules of engagement.

Competition between tech platforms will intensify as they ramp up their advertising offerings and become more protective of their data. Platforms will rely on deep people intelligence as they look for  greater efficiencies to better monetize their services.

Hand in hand with these business considerations, we will see increased emphasis on brands’ sustainable contributions to society. From safe online spaces to actionable carbon efficiencies, audiences expect brands to include societal priorities in their overall success strategies.

Over the last 14 years, dentsu’s annual media trends report has become the most sough-after trend forecasting report in the industry. Download this new edition to explore the opportunities, challenges, and intricacies of ten trends expected to set the pace of progress in 2024.

Ad Spend May 2023

The Reality of Economic Turbulence | Brand and Performance

Staying ahead of the curve and gaining a comprehensive understanding of the current state of media cost inflation is critical for those brands that want to thrive in this current climate. With the economy recovering from the pandemic, the imbalance between brand demand for advertising and the supply of audiences is driving media cost inflation, affecting both businesses and consumers. Understanding this reality is key to understanding how this trend will impact a brand's bottom line.

Issue Two of iPropsect's Brand and Performance Series examines why in the face of inflationary pressures, it is crucial for brands to focus on not just survival, but on implementing strategies that will improve efficiency and position the company for long-term success. Brands that take proactive steps to address inflationary pressures will be more competitive in the market. It is also important for businesses to exercise caution and restrain the decision-making, as cutting brand or performance marketing during a recession can be a risky strategy. Download Brand and Performance Issue Two: The Impact of Economic Downturn now to stay informed and make data-driven decisions. 

iProspect bags the Zalando media account

The international fashion company selects iProspect as its Global Media Agency of Record following a competitive pitch.