Consumer Motivation vs The Big Squeeze

Our new edition of the dentsu Global Ad Spend Forecasts describes a year of big media moments and equally big advertising challenges. Entertainment options will expand, and Generative AI will open new doors for online and offline channels. Innovative media buying strategies will result in personalized content like never before. Yet even in this environment, advertisers face headwinds of slowed growth in advertising investment. Download this report to better navigate the complex media landscape and drive your business forward.

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.