Dentsu Group Releases 2024 Global Media Trends Report Capturing Three Key Developments for Brand Growth and New Momentum

As the world experiences the surprises brought about by the explosion of generative AI (artificial intelligence), causing a qualitative change in the relationship between technology and humans, it also opens a new chapter for the marketing and media industry. Technological innovation drives media and content to become more practical and personalized, immersing consumers in more innovative content and unique experiences. Brands, in the face of rapidly changing situations, actively leverage the opportunities brought about by the advancement of AI technology, moving the information environment towards more precision and transparency, to continuously enhance brand value and promote business growth.

In light of the changing trends in new technologies, the Dentsu Marketing Communications Group has launched the latest "Dentsu 2024 Media Trends - THE PACE OF PROGRESS," covering three major trends: 1. How generative AI technology becomes a major driving force in the field of marketing communication; 2. Digital media will be able to transform consumer data into business models with profit potential; 3. The sustainability commitments of brands will become elements to enhance brand value. Dentsu Group gathers global resources to deeply explore and summarize three different key trends as the best entry points for driving future brand operations, joining hands with corporate brands to leap forward in the tide of the times.

Major Trend One: Generative AI Leading the Trend
The rapid development of generative AI brings a wide range of application prospects to the marketing field. According to Dentsu's global media client survey in 2023, 60% of marketing professionals stated they have adopted generative AI technology in their marketing activities and expect this technology to become the core of future development. First, the rise of generative search changes the way people search and explore the unknown, symbolizing new possibilities for information acquisition. Second, the application of generative AI in the field of content and copywriting expands human creativity and imagination, and also plays a role in image development. Finally, the application of generative AI, in addition to aiding creative production, also optimizes the targeting effect of media objectives. Although there are still issues with accuracy and suitability, the application of generative AI has elevated the imagination of media and creative content production to new heights, bringing more opportunities and challenges to marketers.

Major Trend Two: The Monetization Race of Platforms
As the digital environment becomes more fragmented, the similarities between different digital platforms are increasing, making it unprecedentedly important for brands to attract audience attention, also intensifying the competition between platforms. With the official end of third-party cookies in 2024, platforms pay more attention to strengthening user identification to address this challenge. In the future, data permission opening will be more cautious; on the other hand, platforms are also actively deploying AI intelligence applications and automated advertising services to create new profit models, sparing no effort to provide optimized services and enhance user experience, striving to continue to benefit in a tight economic environment. The trend of data monetization competition reflects that digital platforms are constantly exploring and developing new business models in response to market changes and competitive pressures, creating more profit opportunities, which will have a profound impact on their business models and services.

Major Trend Three: Honest and Diverse Business Opportunities
Brand growth is not only about performance growth but also about the brand's commitment and contribution to society. Elements such as reducing carbon emissions and creating a diverse and safe digital environment will become key to corporate sustainable development. Under professional governance and supervision, AI technology will help to explore new opportunities, proactively reflect audience needs and identity changes, bring diversified and personalized content, create more precise and effective media investments, thereby helping to optimize processes and achieve cost-effective decarbonization media plans. In the future, brands need to keep up with the times, establish meaningful connections with consumers in a sincere and diverse manner, to achieve sustainable growth, and also bear the mission of creating a safer digital domain for people.

Dentsu Group predicts that 2024 will be a year of consumer empowerment, as consumers, with a wealth of technological tools and a desire for a better environment and welfare, will reassess their relationship with media and brands. Entrepreneurs, in the fight for consumer attention and to increase brand value, need to continuously innovate using technology to meet changing needs and proactively offer more customized content to enrich consumer life.

For the complete "Dentsu 2024 Media Trends - THE PACE OF PROGRESS," please contact dentsu Group.