In our latest episode of Inside Marketing, Dan Calladine, head of media futures at dentsu International, has identified significant trends in media and marketing for 2023 that brands can use to their advantage. 

• Firstly, ad-funded video on demand (AVOD) is set to dominate the video streaming category with the likes of Disney+ and Netflix recently launching ad-supported tiers, which could bring in additional revenue from advertisers. 
• Secondly, Connected TV (CTV) advertising is evolving and can be more granular and interactive, allowing for greater opportunities in product placement and ad-funded content. 
• Finally, commerce has become so omnipresent that people are “always” shopping as they are surrounded by moments where they can spontaneously move from inspiration to transaction. 

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Inside Marketing is a Podcast and content series brought to you by dentsu and Irish Times Media Solutions, exploring the issues and opportunities facing the world of media and marketing, with expert input from senior marketing personnel and thought leaders.

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