Chris Duncan

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.

Even in a slowing economy, consumer behaviours in media evolve at pace.  Everywhere we look we see both diversification and convergence - content platforms adding commerce, and commerce platforms adding ads and content, all trying to find new ways to engage and monetise their users. 

Advertising is Set for More Growth

An Acceleration of Communication Channels

How to Prepare for 2023’s Leading Media Trends

This year’s Media Trends report looks at big themes – Content, Commerce and Community – and highlights how the landscape is changing, with advice on how to prepare for the future.

Amanda Morrissey, Global Client and Brand President, iProspect: “To win in this fast-paced environment we must move from a disconnected to a connected commerce practice, across all the organization, throughout the full consumer journey… Navigating an EVER-evolving retail landscape requires a NEW, multidisciplinary approach, fully integrated into your marketing and media operations.”


For more and 2023’s biggest media trends, download our 2023 report!