Dentsu – Media Trends, 2024

In the introduction to Dentsu's Media Trends report for 2024, it is highlighted that growth is dependent on seizing the right opportunities at the right time. The report identifies several new growth opportunities on the horizon for the coming year. One major technology breakthrough that is expected to shape the industry is generative AI. According to the dentsu 2023 Global Media Client Survey, six out of ten respondents are already using generative AI in their marketing activities. This technology is set to play a central role in various aspects of media, including search, creativity, media planning, and production. The report also predicts increased competition among tech platforms in 2024. In order to better monetize their services in a challenging economic climate, these platforms will focus on people intelligence, protect their data more actively, and enhance their advertising offerings. However, the report highlights that growth in the next year will not only be about economic factors but also about brands' sustainable contributions to society. Given the rising polarization and climate emergency, creating carbon-efficient, diverse, and safe online spaces for both people and brands will be crucial for success. Dentsu is proud to present their 14th annual Media Trends report, which delves into ten trends expected to shape progress in the coming year, exploring the opportunities, challenges, and complexities associated with them.