Media trends for 2023 from Dentsu

The introduction to Media Trends for 2023 by Dentsu highlights how consumer behaviours in media are rapidly evolving despite a slowing economy. This is evident with the diversification and convergence of content and commerce platforms as they try to engage and monetize their users. A key battle being observed is between the tech giants' walled garden ecosystems and marketers, who are demanding more accessibility through programmatic ad placement. In addition, there is a growing focus on quality and content with the cream rising to the top, emphasizing the importance for brands to create relevant messages that resonate with audiences and act responsibly. The article also mentions that economic uncertainty often brings out creativity in business and media, leading to the emergence or acceleration of communication channels. The need for cost-saving and efficiency is another driver of change, such as the rise of ad-funded streaming and a greater need to measure consumer attention towards advertising. Finally, the article is split into three categories: 'Trust, Creativity, and Inclusivity,' highlighting how these are expected to play a significant role in 2023 media trends.