The network designed for what's next

We are dentsu. We team together to help brands predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. We know people better than anyone else and we use those insights to connect brand, content, commerce and experience, underpinned by modern creativity. We are the network designed for what’s next.

We know people better than anyone else

We know people better than anyone else

With consumer intelligence at the heart of everything we do, we help brands win, keep and grow their best customers across all elements of the marketing mix. Through radical collaboration, we make insight a reality that moves businesses forward.

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In a world of complexity, we offer simplicity through consistent, world-class services and integrated solutions.
Instinctive generosity is what guides us. That’s why we develop research and analysis that leads debate in the industry.

Media Trends 2023

Even in a slowing economy, consumer behaviours in media evolve at pace.  Everywhere we look we see both diversification and convergence - content platforms adding commerce, and commerce platforms adding ads and content, all trying to find new ways to engage and monetise their users.

We see a battle between the tech giants’ walled garden ecosystems and the forces of interoperability, with marketers wanting to make platforms as accessible as possible through technologies like programmatic ad placement.

Economic uncertainty always brings out creativity in business and media.  Previous cycles have launched or boosted radio, TV, and social media, and in the year to come we will likely see the emergence or acceleration of communication channels.

The need for cost saving and efficiency is also a driver of change, including the rise of ad-funded streaming - commerce sites looking to monetise further through ad sales - and a greater need to measure the attention consumers pay to advertising.

This year’s Media Trends report looks at big themes – Content, Commerce and Community – and highlights how the landscape is changing, with advice on how to prepare for the future.

Will Swayne, Chief Client Officer, Media: “Every economic downturn has led to the creation or accelerated adoption of a new media, whether it be radio, TV or social media, and in the months ahead we should all keep an eye on what’s next.” 

Download the report
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