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Tag: Peter Huijboom

  • Report: Dentsu unveils the media trends set to shape 2024

    Report: Dentsu unveils the media trends set to shape 2024

    Mumbai: Dentsu released its annual media trends report, titled ‘The Pace of Progress: dentsu 2024 Media Trends’. Created by gathering insights from its specialists within Carat, dentsu X and iProspect globally, the new dentsu report highlights ten key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.

    With over 40 pages of in-depth commentary, dentsu 2024 Media Trends extrapolates how Generative AI will be best used to spearhead growth, how monetization of the industry is gaining evermore traction and how genuine integrity in advertising will elevate brands. Not only does the report highlight the key trends within each of these three areas of interest, but it also provides suggestions on how brands can capitalize on them in the short and long term.

    “Our own client research has shown that more than 60% of marketers have said they’ve already started engaging with Generative AI in their company*. So, in our dentsu 2024 Media Trends report it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space,” says dentsu global CEO Media – international markets Peter Huijboom.

    Huijboom continues, “When we bring our experts together from our media agencies and from all around the world to create these predictions, it is essential we showcase the most pressing topics and the best opportunities for the future. This report does exactly that, in a convenient and easily accessible way.”

    dentsu CEO Media – South Asia Anita Kotwani adds, “Artificial intelligence (AI) is not just a buzzword, but a game-changer for the media industry. It has the power to automate, optimize, and personalize various aspects of media planning, buying, and execution. It can also unleash the creative potential of media professionals, by enabling them to generate new and engaging content, formats, and experiences for their audiences. This is what we call Generative AI, and it is the focus of our 14th edition of the Media Trends Report.

    At dentsu, we take pride in our insightful expertise that keeps us ahead of the competitive curve. We are always exploring new ways to leverage AI for our clients, partners, and employees. The Media Trends Report deep-dives into one of the most disruptive technologies – AI, taking us through the many trends that serve Generative AI on a platter. It aims to enable readers to reshape their work dynamics, tapping into the untapped potential through its many facets.”

    According to the new dentsu report, the key predictions for the direction of the media industry into 2024 and beyond are:

    Generative AI takes center stage:

    Generative AI is the most disruptive technology breakthrough of the last decade.  With 63% of marketers having said they’ve already started engaging with Generative AI in their company*, the technology is set to take center stage in the coming months and years.  From search to creativity to media planning and production, generative AI takes media effectiveness to new heights. This theme is explored through:

    Trend 1 – The rise of generative search 
    Generative AI will transform how people access information, from search engines to commerce platforms.

    Trend 2 – Creativity reimagined 
    The augmentation of human creativity through Generative AI in fields such as content and copywriting, as well as image development.

    Trend 3 – Generative optimizations 
    Leveraging Generative AI for simplifying advertising production, targeting, and effectiveness at scale and pace.

    The race to monetization:

    2024 will see the intensification of competition between tech platforms. As they strive to better monetize their services in their economic circumstances, platforms will double down on becoming more protective of their data, understanding their users, and stepping up their advertising offerings. This megatrend incorporates:

    Trend 4 – A world of lookalike apps 
    As platforms become progressively similar, attracting audience attention has never been more important for brands.

    Trend 5 – From walled gardens to walled pipes 
    Platforms have a more defensive stance on their data which opens the larger question of the delicate balance between protection and discoverability.

    Trend 6 – The identity refocus 
    A doubling down on people intelligence by media platforms as third-party cookies approach the end of the line.

    Trend 7 – More ads for more returns 
    Expansion of advertising into new areas for most platforms, with new formats, opportunities – and risks – emerging as a result.

    Integrity economics:

    Growth in the next year will not only be about hard economics; it will also be about brands’ sustainable contributions to society.  Amid rising societal and political polarization and climate emergency, building more carbon efficient, diverse, and safe online spaces for people and brands will be central to success. Highlighted through:  

    Trend 8 – The new faces of growth 
    With media consumption becoming increasingly diverse and personal, brands must adapt to reflect the needs and identities of audiences and stay relevant.

    Trend 9 – Safer, better, faster, stronger 
    Amid a fast-moving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands.

    Trend 10 – More attention, fewer emissions 
    As brands implement carbon media efficiency strategies, optimizing for attention should lead to decarbonization through optimized and improved impact. 

  • Dentsu 2023 Media Trends: Industry trends tapping shifting consumer behaviour

    Dentsu 2023 Media Trends: Industry trends tapping shifting consumer behaviour

    Mumbai: dentsu International has compiled and released the insights and projections of all its global media agencies into the comprehensive 2023 Media Trends guide for marketers worldwide for the second year in a row.  

    The analysis released on Thursday covers the top media trends to watch out for in the upcoming year, drawing on experts and professionals from Carat, dentsu X, and iProspect.

    With over 35 pages of commentary, dentsu 2023 Media Trends examines ten industry trends that will shape how brands tap into shifting consumer behaviour and have significant implications for future campaigns and budget allocations. The unique report conveniently groups these key 2023 trends within three overarching categories reflecting the core themes of content, commerce, and community.

    Speaking about the report and the collaboration involved, dentsu International global CEO, media & global clients Peter Huijboom said, “This year we witnessed a very different geopolitical landscape and a new and challenging economic outlook, which has forced brands and people to really stop and re-evaluate many things. Through all this uncertainty, we’ve been able to see the emergence of new consumer behaviours, exciting tech innovation, and the spark of profitable new media opportunities for brands.”

    “As a leading agency network, we pride ourselves on knowing people better than anyone else and understanding what’s next. This couldn’t be made clearer than within this 2023 Media Trends report: our media specialists from around the globe have once again identified those burgeoning societal shifts impacting the industry and brought them into the spotlight,” he added.

    The key predictions for the direction of the media industry into 2023 and beyond mentioned in the new dentsu report are:

    Content:

    2023 will bring changes in the content people consume and how they do it. The speed of the shift to digital platforms shows no signs of slowing down, especially in the video-on-demand and gaming industries. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. The advance of advertising streams may not only provide an alternative to consumers, but it will also provide brands with an opportunity to attract the attention of consumers and capitalise on advertising streams.

    #1 AVoD eats SVoD – Ad-funded video platform is set to overtake subscription channels with time, as major streaming platforms are adding ad-funded tiers.

    #2 Games everywhere – Gaming is becoming mainstream. Games are becoming increasingly prominent on content sites to drive repeat users.

    #3 Attention brings back the essence of advertising – Interest in attention is growing as brands look beyond metrics of reach and viewability to assess consumer engagement and make more effective decisions.

    Commerce

    Digital commerce continues to evolve, both in importance and in the diversification of sites, apps, and platforms. Consumers are now able to shop at any time from almost anywhere, paving the way for both retail sites and apps to expand their services and offerings to cater to shifting consumer demand and flexibility. The challenge for brands is to engage directly with consumers while at the same time planning and adapting for a cookieless future and respecting data privacy.

    #1 From going shopping to always shopping – consumers can shop anywhere and anytime. As a result, retail sites are evolving into content sites, and commerce sites are changing into media sites.

    #2 Retail media shakes up adland – Retail platforms and sites are turning themselves into advertising platforms and becoming attractive propositions for brands due to retailers’ huge wealth of first-party data.

    #3 The rise of the super apps – Apps are evolving and continue to build ecosystems offering a wide range of services to anticipate and cater for users’ needs.

    #4 No way back for third-party cookies – Brands continue to navigate a cookieless future and advertisers will explore and test the solutions working best for their brands.

    Community

    Digitalised communities are a mainstay by now. They continue to change and reflect both technological and societal changes. Social media platforms are adopting their algorithms to encourage engagement, and within social media, “live” events are spilling over to other platforms, forming new communities. Consumers are now able to join global communities that align with their personal views on sustainability and responsibility. Brands should understand the motivations and formation of online communities to encourage engagement and adaptations to future campaigns to better connect with their chosen audience in the context most befitting the intended message.

    #1 ‘Going Live’ goes a long way – Brands and platforms are increasingly using the ‘go live’ functions to build a community to create interest through live events. Not only to bring consumers together but also to encourage live, active engagement.

    #2 Responsibility takes centre stage – Communities are emerging through a common emphasis on brand responsibility. Platforms are opportunities to share relevant content and increasingly measure the impacts of campaigns.

    #3 Social algorithms give users what they don’t know they want – It is not about who you follow as much as what social media platforms want you to see.

    Each trend is examined in greater depth in the report, which concludes with specific recommendations and takeaways for marketers and brands to incorporate into their plans.