The new dentsu report highlights 10 key catalysts of change within the media industry that are most likely to set the pace of progress for brands around the world. 
 
With over 40 pages of in-depth commentary, dentsu 2024 Media Trends extrapolates how Generative Artificial Intelligence (AI) will be best used to spearhead growth, how monetisation of the industry is gaining evermore traction and how genuine integrity in advertising will elevate brands.

Not only does the report highlight the key trends within each of these three areas of interest, but it also provides suggestions on how brands can capitalise on them in the short and long term, says dentsu.
 
"Our client research has shown that more than 60% of marketers have said they've already started engaging with Generative AI in their company. So, in our report, it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space," says Peter Huijboom, global CEO of media international markets at dentsu. 
 
Huijboom adds, "When we bring our experts together from our media agencies and from all around the world to create these predictions, it is essential we showcase the most pressing topics and the best opportunities for the future. This report does exactly that in a convenient and easily accessible way."
 
According to the new dentsu report, the key predictions for the direction of the media industry into 2024 and beyond include the following:  

Generative AI takes centre stage

Generative AI is the most disruptive technology breakthrough of the last decade.

With 63% of marketers saying they've already started engaging with Generative AI in their company, the technology is set to take centre stage in the coming months and years. From search to creativity to media planning and production, generative AI takes media effectiveness to new heights.

This theme is explored through: 

Trend one — The rise of generative search 
Generative AI will transform how people access information, from search engines to commerce platforms. 

Trend two — Creativity reimagined 
The augmentation of human creativity is seen through Generative AI in fields such as content and copywriting, as well as image development. 

Trend three — Generative optimisations 
Leveraging Generative AI for simplifying advertising production, targeting and effectiveness at scale and pace. 

The race to monetisation

According to the report, 2024 will see the intensification of competition between tech platforms. As they strive to better monetise their services in their economic circumstances, platforms will double down on becoming more protective of their data, understanding their users and stepping up their advertising offerings.

This megatrend incorporates: 

Trend four — A world of lookalike apps 
Platforms have become progressively similar, and attracting audience attention has never been more critical for brands. 

Trend five — From walled gardens to walled pipes 
Platforms have a more defensive stance on their data, which opens the larger question of the delicate balance between protection and discoverability. 

Trend six — The identity refocus 
A doubling down on people intelligence by media platforms as third-party cookies approach the end of the line. 

Trend seven — 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 economics

Growth in the next year will not only be about hard economics; it will also be about brands' sustainable contributions to society. Amid rising societal and political polarisation and climate emergency, building more carbon-efficient, diverse and safe online spaces for people and brands will be central to success.

This is highlighted through:  

Trend eight — The new faces of growth 
With media consumption becoming increasingly diverse and personal, brands must adapt to reflect the needs and identities of audiences and stay relevant. 

Trend nine — Safer, better, faster, stronger 
Amid a fast-moving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands. 

Trend 10 — More attention, fewer emissions 
As brands implement carbon media efficiency strategies, optimising for attention should lead to decarbonisation through optimised and improved impact. 

For more information, visit www.dentsu.com. You can also follow dentsu on Facebook, X or on Instagram.