In a year of big media moments, media must meet the moment.

As we step into 2024 after a month full of forecasting and strategic planning with teams across the globe, one truth stands out starkly across all the conversations I am having: the media world is at a pivotal crossroads.

Just this last weekend I an eye-opening chat with a friend who works in the DEI space. It was disconcerting, but not surprising to learn that her department was now labeled as non-essential, a reflection of shifting business and societal priorities. Over the weekend, a scroll through my feed finally succumbed to AI-generated misinformation, a stark reminder of the challenges media faces, particularly in this critical election year when almost 4 billion people will cast their votes. I don't share these instances to be anecdotal; to me they epitomize the global, tectonic shifts reshaping our industry.

The road ahead appears transformative for media, driven by constant changes in consumer behavior, technological advancements, and major geo-political shifts. Those poised for success in our industry are those who not only recognize these changes but also accurately predict and adapt to the trends shaping our industry's future.

A Year of Big Media Moments.

2024 is poised to be a landmark year in terms of high-profile global events, drawing substantial audience engagement and advertising spend. The sports calendar especially is one to envy, with July as a key month featuring several global events, including the UEFA Euro, CONMEBOL Copa América, and the Paris Olympics, alongside major annual events like the Tour de France. The Olympics are projected to significantly influence advertising spend, with estimates reaching approximately €200 million in France and $2 billion in the United States. This convergence of events presents a unique opportunity for brands to capitalize on heightened viewer attention and strategically allocate advertising budgets accordingly.

?

The Rise of Integrity Economics.

Success in 2024 is no longer solely about financial performance. It's increasingly about how businesses address social disparities and environmental challenges in line with their financial performance. Embracing carbon efficiency, inclusivity, and secure digital ecosystems is crucial. Representation in media production, distribution, and content must remain paramount if we wish to build an industry that both includes, and reflects the landscape it operates in. Though societal focuses may evolve, our commitment to leveraging media for a better world must remain steadfast. Aligning corporate objectives with societal and environmental imperatives will now be a key success factor in today's media landscape.

?

4 billion people head to the polls in an age of Misinformation.

As platforms step up their fight against fake news, I anticipate a renewed focus on quality reporting and trustworthy sources in 2024. And while the surge in misinformation highlights the urgent need for credible journalism, it's imperative to balance the protection of free speech alongside monitoring and misrepresentation. The media's role in navigating this balance is more crucial than ever. The upcoming election landscape, which sees almost 4 billion people eligible to vote in local elections this year, presents a challenging landscape for brands to traverse.

According to our recent dentsu client survey, a significant majority of advertisers (77%) predict that 2024 will match or surpass the turbulence experienced in 2023, with nearly half (46%) expecting increased instability. In this environment, prioritizing brand safety and suitability becomes paramount to safeguard advertising investments. This heightened focus is essential for companies looking to navigate these uncertainties effectively and maintain the integrity of their brand messaging.

?

Generative AI: The New Bedrock of Media.

Generative AI has rapidly evolved from a novel concept to a central player in media. With 60% of businesses already leveraging AI in marketing, its impact on creativity, media planning, and SEO is undeniable. AI is already revolutionizing content creation and enhancing user experiences, and it is vital for companies to embrace AI to maintain a competitive edge. If you haven't already, it's time to embed AI into your media strategies – your competitors certainly are.

?

The Platform Landscape Intensifies

In 2024, the technology landscape is a battleground of major platforms. Companies are not only enhancing their services with sophisticated user insights and stronger data security but are also innovating their advertising capabilities. With the deprecation of third-party cookies in Google Chrome set to finally happen in the second half of the year, this change will usher in a reinvention in audience targeting and measurement, demanding an engagement with technologies that expertly balance privacy with targeting precision.

2024 is clearly set to be a landmark and pivotal year, marked by even more transformation for those of us who work in the media sector. We're hosting an upcoming LinkedInLive with a full cast of Gen Z marketers as they share their perceptions on the industry landscape ahead. Those who adapt swiftly, leveraging the technology available at our fingertips while upholding societal values, will emerge as frontrunners and innovators in this new, and urgent era and collectively realize the power of media to change the story.

?