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1、The Pace of Progress|2024 Media Trends1MEDIATRENDST H E PAC E O F P R O G R E S S 2023 dentsu|all rights reserved2024 MEDIA TRENDSThe Pace of Progress|2024 Media Trends2Growth is a function of seizing the right opportunity at the right time,and we see a number of new growth opportunities on the hori

2、zon in 2024.Generative AI is the most disruptive technology breakthrough of the last decade.With six out of ten respondents to the dentsu 2023 Global Media Client Survey reporting they are already engaging with generative AI in their marketing activities,1 the technology is set to take center stage

3、in the coming months and years.From search to creativity,to media planning and production,generative AI takes media effectiveness to new heights.2024 will also see the intensification of competition between tech platforms.As they strive to better monetize their services in tighter economic circumsta

4、nces,platforms will double down on people intelligence,become more protective of their data,and step up their advertising offerings.Yet,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 polarization an

5、d climate emergency,building more carbon efficient,diverse,and safe online spaces for people and brands will be central to success.We are proud to share with you our dentsu 14th annual Media Trends report,wherein we explore the opportunities,challenges,and intricacies of ten trends expected to set t

6、he pace of progress in the coming year.INTRODUCTIONPeter HuijboomCEO,Media International Markets,dentsu The Pace of Progress|2024 Media Trends3CONTENTSTREND 1 /The Rise of Generative Search 6TREND 2 /Creativity Reimagined 9TREND 3 /Generative Optimizations 12Considerations For Brands 15Trend 4 /A Wo

7、rld of Lookalike Apps 18Trend 5 /From Walled Gardens to Walled Pipes 21Trend 6 /The Identity Refocus 24Trend 7 /More Ads For More Returns 27Considerations For Brands 30Trend 8 /The New Faces of Growth 33Trend 9 /Safer,Better,Faster,Stronger 36Trend 10 /More Attention,Fewer Emissions 39Considerations

8、 For Brands 42Credits 43About dentsu 43GENERATIVE AI TAKES CENTER STAGE01PARTTHE RACE TO MONETIZATION02PARTINTEGRITY ECONOMICS03PART41631The Pace of Progress|2024 Media Trends4GENERATIVE AI TAKES CENTER STAGE01PARTThe Pace of Progress|2024 Media Trends5GENERATIVE AI TAKES CENTER STAGETREND 1THE RISE

9、 OF GENERATIVE SEARCH01TREND 2CREATIVITY REIMAGINEDTREND 3GENERATIVE OPTIMIZATIONSGenerative AI will transform how people access information,from search engines to commerce platforms.Generative AI will augment human creativity in fields including writing and images.Generative AI will simplify advert

10、ising production,targeting,and effectiveness.Artificial Intelligence(AI)already underpins many everyday interactions,including product recommendations,auto correct,and camera enhancements.Generative AI is something new.This subset of AI uses deep learning algorithms to generate new content such as i

11、mages,text,or sound,and represents a seismic shift in the technology and its waves will have far reaching impact across industry and society.Generative AI has the potential to enhance our cognitive capabilities and allows us to solve problems in new ways.According to dentsu research,91%of CMOs belie

12、ve this technology is the future and not a fad,and 78%of consumers agree.2While not exempt from criticism and already in the spotlight of policy and regulation,generative AI applications have the potential to lead to a period of growth for media and a new golden age of creativity.PARTThe Pace of Pro

13、gress|2024 Media Trends6THE RISE OF GENERATIVE SEARCHGenerative AI is a nascent yet fast-growing technology that has the potential to revolutionize how people search and access information online,and by extension,how they interact with brands.It is already making its way to search engine result page

14、s,is breathing new life into virtual assistants,and is percolating in everyday services with no sign of slowing down in 2024.TREND 1GENERATIVE AI TAKES CENTER STAGEPART 01The Pace of Progress|2024 Media Trends7The promise of more natural interactionsOver the last 25 years,search engines have become

15、a central starting point for anyone looking to learn,shop,be entertained or get informed online.During that time,technology companies have been on a quest to better understand users to make their search engines more sophisticated,convenient,and relevant.Yet,the way people search has not fundamentall

16、y evolved.As we try to get the machines to understand us,we tend to use odd,concise phrasing packed with keywords rather than free-flowing conversations.Generative AI represents a massive paradigm shift in how we search,to the point it feels almost magical for any first-time user.The ability to use

17、natural language,to get an actual answer rather than an index of links,and to follow up on questions is a game changer for our relation to technology.It is not surprising then that leaders in search have started to integrate generative AI into their search engines,with Microsoft bringing ChatGPT cap

18、abilities into Bing3 and Google using its conversational AI service Bard to create Search Generative Experience.4However,generative AIs path to search domination faces two significant obstacles.First,AI-generated answers can be confidently wrong and rife with bias,and“hallucinations”can creep into t

19、he output.Second,monetization likely to rely heavily on advertising is yet to be defined.While platforms strive to overcome these obstacles,advertisers can already benefit from generative AI developments to increase the effectiveness and efficiency of their search investments,from simplifying the wo

20、rking processes to improving campaign performance.Applications include gathering competitive intelligence,developing large amounts of ad copy variations that match the brand voice,suggesting keywords,THE RISE OF GENERATIVE SEARCHGENERATIVE AI TAKES CENTER STAGEPART 01TREND 1The Pace of Progress|2024

21、 Media Trends8and increasing the frequency of testing.Ultimately,generative AI enables faster scaling of media campaigns to better capture consumer demand.Embedded concierges bubble up everywhereAll the rage in 2016 and pronounced dead by many in 2018,chatbots are back,this time supercharged with ge

22、nerative AI and the capabilities of doing more than launching a playlist or sharing weather forecasts.As the frequency of exposure to generative AI will play a big part in changing peoples behaviors,companies like OpenAI are actively looking to embed ChatGPT in peoples daily lives by supporting plug

23、ins.5 For brands,this represents an opportunity to elevate their customer experience,especially those with large product catalogues.By using AI-generated concierges,brands can turn massive amounts of information into personalized answers tailored to peoples needs and,in doing so,reduce choice paraly

24、sis.KAYAK,the travel search engine,uses the technology to respond to questions such as Where can I fly to from NYC for under$500 in April?”.6 More than 150m people have already used myAI,Snapchats chatbot powered by generative AI,for everything from design inspiration to recommendations for skincare

25、.72024 is set to experience a revival in chatbots,and brands should take another look at them now that generative AI has revolutionized their capabilities.THE RISE OF GENERATIVE SEARCHAs generative AI-powered search gains traction from customer support to product recommendations,new ad opportunities

26、 are expected to emerge to target very qualified users with very detailed answers.If it becomes the norm,consumers expectations could increase,and apps and sites not integrating these capabilities may become less relevant./Whats Next?GENERATIVE AI TAKES CENTER STAGEPART 01TREND 1The Pace of Progress

27、|2024 Media Trends9CREATIVITY REIMAGINEDIn 1990,Steve Jobs described the computer as a bicycle for our minds.8 In 2024,generative AI will jump straight to the copilots seat,unleashing a new age of creativity where lines get blurred about who or what performs a given task,and new questions from copyr

28、ight infringement to the very nature of creativity will arise.TREND 2GENERATIVE AI TAKES CENTER STAGEPART 01The Pace of Progress|2024 Media Trends10An expanding toolkitThe ability to create content at scale and on demand through generative AI shows how big an impact the technology can have on media

29、and advertising.Just as the internet revolutionized content distribution,generative AI has the potential to do the same for content creation for brands.The AI space is already booming with contributions from companies and enthusiasts alike.For instance,the e-commerce platform Shopify recently introd

30、uced Shopify Magic,which automatically generates blog copy for online store owners with a given tone of voice.9As marketers explore these tools,companies are looking for the right balance between fostering experimentation and preventing data risks across unvetted environments.Dentsu is actively part

31、nering with Microsoft to launch enterprise-wide access to advanced Azure OpenAI technologies,10 an approach that empowers employees to develop creative solutions to drive growth and efficiency from the safety of a private,enterprise-grade,secure development environment.Creation for allThe most headl

32、ine-grabbing application of generative AI is in art and design.Platforms such as Stable Diffusion can help anyone generate limitless combinations of imagery in any style,including ultrarealistic compositions.A prompt like“serene vacation lake house,watercolor painting”is all it takes to get started.

33、Brands have already started testing the waters of AI-generated creation.Heinz prompted DALLE 2 to create images of ketchup which resulted in a myriad of images of ketchup bottles all shaped like the iconic GENERATIVE AI TAKES CENTER STAGEPART 01TREND 2CREATIVITY REIMAGINEDThe Pace of Progress|2024 M

34、edia Trends11Heinz ketchup bottle.11 Since generative AI is trained on large datasets of existing images,this campaign cleverly illustrated the dominance of Heinz across the category.Generative AI heralds a creative revolution for brands with execution left to technology and replaced with a focus on

35、 ideation and prompt engineering.By removing barriers to creation,generative AI democratizes it to the masses and leads to a new creator economy.Yet,this model raises new questions on how brands will stand out in a world flooded with AI-generated images.Rights gone wrongA more immediate concern expe

36、cted to top the agenda in 2024 is the one of rights,as generative AI models collide with intellectual property.Artists and image libraries argue that models must have been trained on their data without permission to generate new pictures.Marketers must guard against exposing their brands to legal an

37、d reputational challenges by taking operational steps to avoid including copyright protected material when they use generative AI(e.g.,prompt wording,modifying outputs,training dataset diligence).Legislators are trying to clarify the limits of derivative work in the age of generative AI.For instance

38、,the EUs AI Act is heading toward transparency requirements such as disclosing content generated by AI and publishing summaries of copyrighted data used for training.12 It is crucial that brands continue to work closely with legal experts to understand the fast-moving regulatory patchwork.Businesses

39、 and right holders also look for ways to reward human creativity.Adobe,which has trained its Firefly model on Adobe Stock,openly licensed content,and other public domain content,is exploring a compensation model for creators.13 As brands are an integral part of pop culture,it is time to reflect on w

40、hether they want to let consumers build upon their intellectual property through generative AI and how.CREATIVITY REIMAGINEDGENERATIVE AI TAKES CENTER STAGEPART 01TREND 2Generative AI creative outputs will become more nuanced,from more detailed images to new forms of music.As models get easier to us

41、e,it will be easier for individuals and brands to explore new avenues for creative expression./Whats Next?The Pace of Progress|2024 Media Trends12GENERATIVE OPTIMIZATIONSThe influence of artificial intelligence has grown dramatically within the advertising industry.From creative production and copyw

42、riting to ad targeting,generative AI will open a new horizon of improvements both in terms of media efficiency and media effectiveness,in 2024 and beyond.TREND 3GENERATIVE AI TAKES CENTER STAGEPART 01The Pace of Progress|2024 Media Trends13AI-powered productionEighty-six percent of CMOs now think AI

43、 will improve efficiency.14 Content production will see some of the greatest efficiency gains from leveraging generative AI.The global creative production powerhouse Tag has identified three key spaces to watch.15 First,research and ideation,where teams will use generative AI to test initial ideas o

44、r complete industry research faster to shorten the inspiration process and articulate an initial hypothesis.Second,content delivery,where the technology will help generate mood boards and storyboards,or quickly mock-up concepts.Third,administrative assistance,where generative AI will free teams from

45、 time-consuming repetitive tasks such as creating hundreds of variations from an original template and manually tagging digital assets.While generative AI provides a new way to collaborate and create at scale,it is not a one-stop solve-all solution for creative production,and it still requires human

46、 critical thinking and supervision.Teams will need to combine prompting and proofing to make the most of the technology,which in return will help them upskill into new domains.AI-optimized campaignsMajor technology and media platforms have introduced AI-powered solutions to improve the effectiveness

47、 of advertising campaigns run across their ecosystem.Meta Advantage+allows direct response advertisers to upload campaign assets including images,text,and links to commerce pages.The advertiser and agency then relinquish some control of the campaign performance optimization to let Metas AI-powered t

48、echnology make decisions GENERATIVE AI TAKES CENTER STAGEPART 01TREND 3GENERATIVE OPTIMIZATIONSThe Pace of Progress|2024 Media Trends14including adapting the creative,placements,budget and audience targeting,to generate as many conversions as possible.16 As the company claims investment in AI has co

49、ntributed to a 20%increase in conversions for advertisers in 2022,17 it will likely introduce new AI-powered advertising solutions in the near future.Google goes one step further toward generative AI-driven performance.Their solution Product Studio,planned for global rollout in 2024,aims to give bra

50、nds the possibility to automatically create custom scenes in their product images,using simple prompts such as“surrounded by peaches,with tropical plants in the background”to create several background options.18As with content production,marketers need to understand the pros and cons of using these

51、new platform features.Generative AI is a tool that will enable marketers to analyze data far more quickly and accurately than previous technologies,and use its findings to solve problems creatively.Walled gardens benefit from their ability to both see which ads drive interactions within their closed

52、 ecosystem of signed-in users,and spot patterns across huge amounts of data to predict the impact of small adjustments on performance.However,while everyone wants better effectiveness,successful use of AI will involve some loss of understanding and control on the campaign optimization process.It is

53、also important to note that these platform-led optimizations,built on extensive and proprietary data sets,can only happen within their ecosystem rather than at campaign level hence the importance of strong planning expertise and people intelligence to drive media effectiveness across the board.AI-en

54、abled optimizations could shift power to the largest advertising vendors who have the most resources and data to train their models and implement them in their campaign planning,management,and measurement suite.Smaller players may still be able to compete by engaging in strategic alliances to build

55、their own,shared generative AI solution for advertising./Whats Next?GENERATIVE OPTIMIZATIONSGENERATIVE AI TAKES CENTER STAGEPART 01TREND 3The Pace of Progress|2024 Media Trends15Generative AI represents a potentially seismic change for brands and consumers.It is essential that media experts understa

56、nd the impact of this technology on their businesses and audiences and get ready to take full advantage in 2024.Assess opportunities for new audience valueAvoid gimmicky applications of generative AI by identifying clear use cases where this technology can improve your customer experience.What value

57、 can it create,and what pain points can it alleviate?From better ways to navigate through your product catalogue to always-on customer support,determine options with greater impact for consumers.Anticipate intellectual property questions by reflecting on how permissive or restrictive your company sh

58、ould be with users eager to build upon your brand through generative AI.Evaluate potential gains for mediaIdentify experimental opportunities(i.e.,low risk use cases that can be rapidly piloted)and transformational opportunities(i.e.,use cases that can create true breakthrough)for media efficiency a

59、nd effectiveness.This encompasses access to new intelligence,from different consumer insights to faster performance analysis.It is also about better team support,including freeing time for planners and creatives to focus on strategic tasks,and offering new creative and ad targeting optimizations.Def

60、ine the rules of engagementConduct due diligence before starting generative AI-enabled initiatives,as this powerful technology calls for responsible use.This includes understanding audience expectations,the limitations of the technology,the impact on ways of working,the legal framework,and the data

61、used for training models.It also requires clear ethical commitments and guidelines which we will discuss in Part 3.GENERATIVE AI TAKES CENTER STAGE01PARTCONSIDERATIONS FOR BRANDS/The Pace of Progress|2024 Media Trends16THE RACE TOMONETIZATIONPART02The Pace of Progress|2024 Media Trends17THE RACE TO

62、MONETIZATIONTREND 4A WORLD OF LOOKALIKE APPSTREND 5FROM WALLED GARDENS TO WALLED PIPESTREND 6THE IDENTITY REFOCUSAs platforms become progressively similar,attracting audience attention has never been more important for brands.Platforms have a more defensive stance on their data and that opens the la

63、rger question of the delicate balance between protection and discoverability.Platforms double down on people intelligence as third-party cookies approach the end of the line.Digital advertising spend is expected to grow by a mere 6.6%three-year compound annual growth rate between 2023 and 2025.This

64、is remarkable as single-digit growth has only happened twice in the last 20 years:in 2009(financial crisis consequences)and in 2020(COVID-19 pandemic).19Amid this slowdown of one of their main sources of revenue,digital platforms have engaged in a more aggressive race to monetization,striving to max

65、imize the value of their services,content,data,and ad offering.Marketers must keep abreast of these efficiency-driven changes at play across these platforms that remain critical to reach large audiences.TREND 7MORE ADS FOR MORE RETURNSAs platforms expand advertising into new areas and new formats,op

66、portunities and risks emerge.02PARTThe Pace of Progress|2024 Media Trends18A WORLD OF LOOKALIKE APPSSame looks,same formats,same user experiences.It will become increasingly hard to tell social platforms apart in 2024,as they replicate the successful features of competitors to keep audiences within

67、their ecosystems.As uniformity becomes the norm,it is key for brands to invest in attention to stand out.TREND 4THE RACE TO MONETIZATIONPART 02The Pace of Progress|2024 Media Trends19Uniformity for everyoneA few years ago,differentiation was the thing for platforms.Each app used originality to carve

68、 its niche and attract users,from X(formerly Twitter)s following and retweeting to Pinterests pins and boards.Even Snapchats lack of intuitiveness played a part in its success,encouraging friends to explain its intricacies to each other while keeping parents at bay.Today,popular apps have never look

69、ed so similar.The Spotify app features short musical videos reminiscent of the scrolling videos in TikTok.Instagram recently launched Threads,a text-based conversation app very similar to X.And X wants to combine audio,video,messaging,and payments/banking.20The benefits for platforms are clear.While

70、 no Western app has yet cracked the code to build a super app similar to WeChat in China or Line in Japan,they still aim to become the go-to apps around which peoples digital lives gravitate.Offering the most popular features in one place is a way to retain users and increase average time spent in t

71、he application.A platforms adoption of familiar user experience also facilitates user onboarding so that people can use the service from day one.Possibly the ultimate example of this is Instagrams Threads,which lets people sign up by using their existing Instagram account credentials21 and uses thei

72、r Instagram connections to make their first steps on Threads more welcoming.22 This strategy made Threads one of the fastest growing social apps in history,signing up 100 million users in five days.23 Additionally,content creators can leverage similar designs to publish more often,as they can easily

73、 cross-post content made for one platform to the other.A WORLD OF LOOKALIKE APPSTHE RACE TO MONETIZATIONPART 02TREND 4The Pace of Progress|2024 Media Trends20Finally,as platforms are under pressure to be more profitable,replicating already proven and successful features is cheaper,faster,and less ri

74、sky for them than rolling out brand new,highly differentiated features to users.The attention equationAs research from Kantar shows that being different is the ultimate commercial competitive weapon in inflationary times,allowing brands to charge more and making them less substitutable,24 how can br

75、ands stand out if platforms look increasingly similar?For the last five years,the dentsu Attention Economy program has changed how we plan media for many clients,with results showing the many benefits of attention,from brand recall to brand choice,and it even has an impact on carbon efficiency.25 At

76、tention is a more meaningful way than impressions to buy and measure campaigns,as it goes beyond viewable ads to focus on viewed ads.It also shows that creative is the main driver of attention effectiveness,as the difference between good creative and poor creative can impact recall by 17%.26 In a wo

77、rld of increasingly similar apps,creative will play an even greater role for brands looking to capture attention in the future.Also,while apps increasingly look the same,it does not mean they are the homes to similar audiences,that people use them for the same reasons and in the same context,or that

78、 they have singular formats(e.g.,Snapchat AR lenses were viewed longer than other social formats27).By using attention in planning strategies,brands can make the most of these parameters to stand out and achieve their goals.As leading platforms trend toward uniformity,we could see more similarity be

79、tween formats,which could lead to production efficiencies for brands.Yet,it could also mean increased competition for the most attention-grabbing slots.Niche apps will introduce unique features,but it is uncertain how many will reach critical mass before seeing their features replicated everywhere./

80、Whats Next?A WORLD OF LOOKALIKE APPSTHE RACE TO MONETIZATIONPART 02TREND 4The Pace of Progress|2024 Media Trends21FROM WALLED GARDENS TO WALLED PIPESOver the years,walled gardens have become a cornerstone of the media landscape.Yet,as these closed ecosystems face challenging growth outlooks,they now

81、 take a much more defensive view of not only their platforms,but also the pipes that connect them to the wider web.This dynamic underpins a larger concept that brands will increasingly hear in 2024:content protection and anti-scraping policies.TREND 5THE RACE TO MONETIZATIONPART 02The Pace of Progre

82、ss|2024 Media Trends22Content and API protectionism is on the riseIn June 2023,Twitch announced new branded content guidelines that would have restricted creators ability to embed advertising into their streams via third-party technology providers,potentially reducing their revenue,but the company q

83、uickly announced it would remove the guidelines after users pushed back.28Yet,other platforms have decided to weather users outrage and implemented policies giving them more control over their users experience,and limiting how third parties access their data and interact with their users.For years,X

84、 and Reddit allowed third parties to create apps based on their content with little restriction,to give users a different way to access their ecosystems,and appeal to wider audiences.Third parties could leverage application programming interfaces(APIs)to integrate tweets or publications into their o

85、wn apps.Popular services such as TweetDeck emerged,offering personalization,easier account management,and even new features.But in 2023,both X and Reddit introduced new paying API plans29 and limitations to their free plans,30 resulting in services shutting down and temporary boycotts from users.31A

86、nti-scraping gains momentumThere are three reasons tech platforms are more protective of their APIs.First,platforms want higher monetary compensation to offset the infrastructure cost of processing data for them.Second,platforms would prefer getting their users back into environments where they can

87、collect first-party data and serve ads.This would offer brands a larger ad inventory available and better ad targeting.Finally,FROM WALLED GARDENS TO WALLED PIPESTHE RACE TO MONETIZATIONPART 02TREND 5The Pace of Progress|2024 Media Trends23there is a suspicion that some third parties may be using AP

88、Is to compile the billions of conversations published on the platforms as source of people intelligence to train generative AI.This last reason now goes far beyond walled gardens and APIs,and an increasing number of companies is looking to prevent scraping of their content.OpenAI has recently launch

89、ed GPTBot.32 This bots way of working is reminiscent of search engines web crawlers,combing through websites to extract information.However,this is where the similarities end.Search engine web crawlers aim to index content;GPTBot aims to help AI models become more sophisticated.For content owners li

90、ke brands,while the benefits of the former are clear visibility and site traffic,the benefits of the latter are not.Leading publications like The New York Times have already attempted to restrict scraping for generative AI by updating their terms of service to prohibit training machine learning or a

91、rtificial intelligence without prior written consent,33 and we expect similar protective moves to boom across industries in 2024.On the short term,brands can decide whether they want to implement the technical means to opt out from AI-training crawlers.For example,it is possible to disallow or limit

92、 GPTBot access to a website by editing its robots.txt file,34 a file search well known by search engine optimization specialists.In the long term,brands will face the balancing exercise of simultaneously enabling the discoverability of their content and protecting it.More platforms will adopt protec

93、tive measures to prevent involuntary contribution to the development of services competing for their audiences attention,and to better control their audience experience and monetization.This will lead to new opportunities for advertisers to better reach these audiences through advertising and could

94、open data partnerships possibilities./Whats Next?FROM WALLED GARDENS TO WALLED PIPESTHE RACE TO MONETIZATIONPART 02TREND 5The Pace of Progress|2024 Media Trends24THE IDENTITY REFOCUSAmid economic uncertainty,platforms refocus on what has built their commercial success over the years:their ability to

95、 accurately address people at scale.This translates into a push on user identity as third-party cookies will likely be deprecated in 2024.TREND 6THE RACE TO MONETIZATIONPART 02The Pace of Progress|2024 Media Trends25Chasing blind spotsNetflix is a good example of a platform doubling down on identity

96、.The platform gives users five profiles per account,so that housemates can log in separately and maintain their own watch lists.However,many account holders got in the habit of giving access to people outside their households by sharing their log-in credentials.With more than 100 million households

97、reportedly sharing accounts,35 costing Netflix potential millions of dollars per year in lost revenue,the platform decided to crack down on that habit using information such as IP addresses,device IDs and account activity to determine which devices are part of a household.36 Following initial testin

98、g in Latin America,Netflix has been rolling this restriction across markets37 such as India,South Africa,and Australia,with in some countries the option for users to pay more,or to cut off their guest users.Netflix benefits in two ways.First,it earns revenue from users who pay to share their subscri

99、ption with non-household members and from those who were previously on a household plan but now pay for their own accounts.Second,Netflix expands its user base for its ad-supported plan to capture a larger share of brands media budgets.Verify to identifyAs platforms refocus on identity,many embrace

100、a freemium model.Snapchat now has more than four million members paying for a premium account,38 X makes users can pay for a blue checkmark,39 and Meta offers paid verification on both Facebook and Instagram.40 Certification benefits for users include early access to new features THE IDENTITY REFOCU

101、STHE RACE TO MONETIZATIONPART 02TREND 6The Pace of Progress|2024 Media Trends26and better access to support.In addition to the extra revenue from these recurring fees,platforms gain a knowledge that paying users are real people.This could lead to new advertising and brand partnerships opportunities,

102、or potential future revenue as platforms expand into commerce,payments,and financial services.Certification should also lead to safer environments for users and brands by cutting down on spam and impersonation.For instance,Googles Gmail has introduced its own process for brands to verify their domai

103、n names so that email recipients can see a checkmark against the companys email address and distinguish it from imposters.41Another application of verification is better age-gating to prevent younger users seeing inappropriate content,with platforms like Instagram testing new ways to verify the age

104、of their users.42 Tighter age-gating makes it possible for platforms to allow more adult content TikTok now only allows over 18s to stream live43 and to accept advertising for products that are age controlled,for example,alcohol and gambling.These examples of platforms doubling down on identity must

105、 serve as reminders for brands to take concrete steps themselves to improve their first-party data strategy as we enter a year when third-party cookies will likely be deprecated in Google Chrome.44 Yet,according to research by dentsu Schema,only 55%of organizations globally do have a clear overarchi

106、ng data strategy.45While more social platforms will create premium subscriptions,newcomers to the ad business will strive to know their users better and become more attractive to brands by following the playbook of retail media platforms.Increasingly,the best content and features online will be rese

107、rved for signed-in users/Whats Next?THE IDENTITY REFOCUSTHE RACE TO MONETIZATIONPART 02TREND 6The Pace of Progress|2024 Media Trends27MORE ADS FOR MORE RETURNSDigital advertising spend more than doubled over the last five years and is forecast to reach a record high$450.6 billion in 2024.46 Yet,as t

108、he year-on-year growth is slowing to 6.2%,tech platforms are battling to increase their advertising revenue by introducing fresh formats and carrying more ad placements.Brands will have to balance these opportunities with risks to alienate audiences.TREND 7THE RACE TO MONETIZATIONPART 02The Pace of

109、Progress|2024 Media Trends28More ads per pixelAdvertising remains the primary method of monetization for many leading platforms,such as Meta and YouTube.It is also a growing source of revenue for others,most notably Amazon,which has generated more than$40 billion from advertising in the four quarter

110、s up to August 2023.47 In the quest for revenue,platforms put more ads into their inventories with new placements emerging in the past year.The search space,a$158.7 billion opportunity in 2024,48 is particularly sought after by social platforms.To monetize users searches for content like recipes or

111、beauty tips,Instagram has recently opened its search to ads,allowing brands to appear next to organic results.49 TikTok quickly followed by launching its Search Ad Toggle to let brands become discoverable in user query results.50 Furthermore,the rise of retail media as a category has brought ads int

112、o new spaces,including commerce sites,ticketing platforms and delivery apps.Ad format innovation seems to bear fruit for platforms,with Meta reporting a 34%year-on-year increase of ad impressions across its family of apps.51The explosion of the ad-supported segmentAdvertising on connected television

113、(CTV)is forecast to experience a spectacular 32.2%growth in 2024,52 fueled by the rise of ad-funded video on demand(AVOD)and free ad-supported television(FAST),that let audiences experience the control of watching on-demand and the simplicity of watching broadcast TV,for free or at a reduced fee.Lea

114、ders in the AVOD space are actively launching new formats,as illustrated by the MORE ADS FOR MORE RETURNSTHE RACE TO MONETIZATIONPART 02TREND 7The Pace of Progress|2024 Media Trends29recent introduction of 30”unskippable ads in YouTube Select,a selection of channel packages that record 70%of its imp

115、ressions through the TV screen.53The offering also becomes more dense,as major streaming players have entered the space to attract more subscribers through a lower price point,and almost every streaming platform now has an AVOD component.Netflix reported that,on average,more than a quarter of Netfli

116、x new users now choose the ad-supported plan when given the choice.54It should be highlighted that the rise of ad-supported tiers is not exclusive to video.Audible,Amazons audiobook platform,is testing ad-supported access to allow new users to listen for free with advertising.55A planning balancing

117、exerciseThese booming advertising opportunities offer new ways to engage audiences to brands.As part of the Attention Economy research program,a study conducted by dentsu with the AVOD platform Amazon Freevee has proved the potential of CTV to hold longer levels of attention(Freevee results were thr

118、ee times greater than broadcast TV norms)and to drive recall(+5%better recall than the dentsu norms).56Yet,more ads across the board means more advertising clutter,and it will be even more important for brands to dive into audience insights,invest in creativity,and operate careful media planning if

119、they are to drive effectiveness and not oversaturate their audiences.MORE ADS FOR MORE RETURNSTHE RACE TO MONETIZATIONPART 02TREND 7As lucrative as it is for the platforms to constantly place more ads into more spaces,these new ads could hurt the user experience,as well as creating massive clutter f

120、or brands.Platforms will need to make sure that the balance remains acceptable to all stakeholders./Whats Next?The Pace of Progress|2024 Media Trends30The race to monetization happening across platforms shapes the contours of an increasingly efficiency-driven media landscape in 2024.As marketers pre

121、pare themselves to navigate through this new reality,it is important they reflect upon the following considerations.Adapt to the changing media landscapeAdapt your media planning to the new platform landscape,where main players become increasingly similar and advertising clutter is on the rise.Solut

122、ions such as dentsu attention prediction models help brands better plan,activate and measure their media investment based on attention to benefit from new advertising opportunities without oversaturating audiences.Consider growing high attention spaces such as gaming57 and digital audio58 to beat cl

123、utter and stand out.Secure data accessSecure access to the people intelligence you need to achieve your marketing goals in a post third-party cookie advertising world.Consider clean rooms to allow for the connection between your first-party data,data from fast-growing media channels like CTV,and oth

124、er qualified data sources to power more relevant advertising campaigns.Get your first-party data ready for analysis and transformation in your future generative AI endeavors by safeguarding its compliance,security,and quality.Balance content protection and discoverabilityEvaluate the trade-offs betw

125、een the discoverability of your content and its protection from unapproved third parties including those collecting data to train large language models.If you opt for a protective stance,explore the emerging technical solutions to block AI-training crawlers with your IT team,and work with legal expe

126、rts to understand the regulatory framework around scraping,which is likely to vary across markets.THE RACE TO MONETIZATION02PARTCONSIDERATIONS FOR BRANDS/The Pace of Progress|2024 Media Trends31INTEGRITYECONOMICSPART03The Pace of Progress|2024 Media Trends32INTEGRITY ECONOMICSTREND 8THE NEW FACES OF

127、 GROWTHTREND 9SAFER,BETTER,FASTER,STRONGERTREND 10MORE ATTENTION,FEWER EMISSIONSWith media consumption becoming increasingly diverse and personal,brands must adapt to reflect the needs and identities of audiences and stay relevant.Amid a fast-moving digital landscape,new developments in brand assura

128、nce aim to create safer environments for both people and brands.As brands implement carbon media efficiency strategies,optimizing for attention should lead to decarbonization through optimized and improved impact.As we navigate a world of temperatures rising to dangerous levels,mounting concerns on

129、AIs effects on society,and increasingly polarizing events and culture wars,growth cannot only be defined as immediate financial performance for brands.It encompasses their wider contribution to society.Three of four CMOs(78%)now agree that,in a world where climate volatility creates economic volatil

130、ity,there is no longer a disconnect between what is good for society and what is good for business.59Brands can address demands for social justice and fair representation by actively looking to include diverse voices and reducing bias,preserving natural resources by taking concrete steps toward soci

131、al impact,or contributing to build safer online spaces.03PARTThe Pace of Progress|2024 Media Trends33THE NEW FACES OF GROWTHAcross the globe,as our societies become more diverse,people increasingly think this diversity makes their country a better place to live,as found by Pew Research Center.60 In

132、light of this structural evolution,brands should actively support diversity to grow in 2024 and beyond.TREND 8INTEGRITY ECONOMICSPART 03The Pace of Progress|2024 Media Trends34Emerging media usagesMedia usage reflects this societal trend toward diversity.People can now set their own TV schedules and

133、 choose to follow their preferred topics,giving rise to a Generation P whose media consumption is personalized to their diverse,unique lives.In the UK,the number of TV programs attracting more than four million viewers declined by more than 50%in less than ten years,61 as viewers choose from a wide

134、range of sources the ones that resonate the most with them.In music,recent research points to glocalization,62 where the rise of global streaming platforms correlates with a strengthening of local music.While musical hits in English used to dominate charts across countries,listeners now flock to loc

135、al language artists.Forms may be global(e.g.,rap music),but the expression is local(e.g.,German rap music).Responsible technologyAs media usages become increasingly diverse,brands must reflect this evolution in how they approach their campaigns if they are to appeal to audiences.This includes acting

136、 to reduce potential bias in the technology they use.Models may be trained on datasets that contain human biases,for example,in representation of minorities in images that some groups use,and therefore,these models outputs become biased themselves.This highlights the necessity for representation thr

137、oughout the training and technology development.Ensuring diversity in marketing and product development teams and questioning tech partners on their training practices is key.Innovative technology can also be used to challenge traditional narratives and change attitudes,as illustrated by Oranges THE

138、 NEW FACES OF GROWTHINTEGRITY ECONOMICSPART 03TREND 8The Pace of Progress|2024 Media Trends35recent commercial for promoting the FIFA Womens World Cup.63 While the ad begins with highlights from the France mens national team,it then reveals to the audience that the footage they have just watched had

139、 been edited using deepfake technology mens team players faces being superimposed to actual highlights of the womens national team.Doing so,the commercial aimed to demonstrate that viewers sexist misconceptions were baseless as the womens competition is just as riveting and spectacular as the mens.T

140、his is a strong example of technology being used to encourage more inclusive views across society.More diverse media modelsDiversity can be reflected in media plans,too.As brands are being pulled into culture wars,64%of CMOs now express concerns that their media spending may inadvertently contribute

141、 to political polarization,and 81%agree brands can use budgets to amplify independent and diverse voices,according to research by Dentsu Creative.64Yet,in the push towards reach and cost efficiency,some smaller,more niche platforms such as minority-owned media can fall by the wayside,where they are

142、more at threat from the recent economic squeeze.Through their media investment,brands can recognize the unique value they offer to audiences and to the long-term sustainability and diversity of the media ecosystem.Revenue-sharing models that support content creators and users should also be on brand

143、s radar.Emerging platforms such as WeAre8 or Good-Loop that reward engaged users by sharing a percent of advertising revenues65 or let them give to charity in exchange of ad viewing66 illustrate new media models that offer alternative growth routes to brands.THE NEW FACES OF GROWTHINTEGRITY ECONOMIC

144、SPART 03TREND 8By taking active steps to identify and mitigate bias in their AI initiatives and supporting diverse voices through their media budgets,brands will not only do good today,but also invest in their future./Whats Next?The Pace of Progress|2024 Media Trends36SAFER,BETTER,FASTER,STRONGERThe

145、 year 2024 will be an exciting one for advertisers,with major events such as the Paris Olympics and Paralympics taking place.It could also be a turbulent year,with key elections across all regions that may increase polarization.In that context,developments in the brand assurance space should help co

146、mpanies better protect their reputations and brand equity.TREND 9INTEGRITY ECONOMICSPART 03The Pace of Progress|2024 Media Trends37AI plays cat and mouseWith more than 73%of global digital ad spend forecast to be bought programmatically in 2024,67 fraud prevention should be at the top of advertisers

147、 agendas to ensure the media spaces wherein they appear are the ones they bought.Fraudulent websites,created to trick ad platforms into thinking they are legitimate but ultimately serve ads in a poor environment for audiences,have raised concerns among advertisers for some time.Unfortunately,the adv

148、ent of generative AI and its capacity to create content at a low cost has been embraced by fraudsters.NewsGuard,a company that tracks news websites trustworthiness,found a number of ads68 that had been placed onto Unreliable Artificial Intelligence-Generated News websites(UAINs)sites automatically g

149、enerated with the specific aim of attracting advertising revenue,while having no journalistic quality or merit.NewsGuard has already identified hundreds of UAINs in 14 languages,including Dutch,Arabic,and Portuguese.69Conversely,technological developments offer new solutions for known issues.For ins

150、tance,while the explosion of user-generated content has driven substantial media consumption,it has become increasingly difficult for the platforms to monitor and moderate this content,despite colossal investments.This is where AI and large language models could help create safer environments for us

151、ers and brands.OpenAI has announced that its GPT-4 model can help platforms better moderate content through more consistent content labelling,faster feedback loop,and a reduction of the psychological stress endured by human moderators from exposure to harmful content.70 AI tools have also been creat

152、ed by platforms like Meta to better detect hate speech and quickly act against it.71SAFER,BETTER,FASTER,STRONGERINTEGRITY ECONOMICSPART 03TREND 9The Pace of Progress|2024 Media Trends38Supervision and adaptability are paramountAutomated technology alone cannot be touted as the solution for complex b

153、rand safety and brand suitability concerns that require nuance and human appreciation.For instance,keywords blocklists,a widespread practice across advertising,can have a negative impact when used without proper supervision.These lists scan publishers URLs and exclude the ones featuring flagged keyw

154、ords from a campaign.Although blocklists are an effective way to prevent brands from appearing next to inappropriate content,they exclude pages solely based on the word presence in the URL without understanding the context of the content.Consequently,lists of broad keywords can have unintended but d

155、amaging consequences.For example,brands may add words like gay or lesbian to blocklists to avoid the possibility of content around sexuality,but that may also exclude LGBTQ publications from campaigns.This could prevent these publications from monetizing their traffic,which could threaten their busi

156、ness model,which in turn could deprive their audiences of legitimate sources of news,and ultimately limit brands own ability to reach these audiences.To avoid such undesirable scenarios for people,publishers,and brands,new blocklist best practices are emerging,such as reducing reliance on overly bro

157、ad blocklists,including more human supervision to prevent bias and exclusion of specific social demographics,and more frequent revisions to keep in synch with societal changes.Facing new challenges propagated by technological development,the advertising industry will respond with new solutions to ke

158、ep brands safe.Just as platforms created their own walled gardens,agencies will maintain their own networks of secure inventory providers and collections of content in specific genres from trusted partners./Whats Next?SAFER,BETTER,FASTER,STRONGERINTEGRITY ECONOMICSPART 03TREND 9The Pace of Progress|

159、2024 Media Trends39MORE ATTENTION,FEWER EMISSIONSNASAs finding that July 2023 was the hottest month on our planet since 188072 is a bleak reminder that the climate crisis persists and compounds pressure on companies already facing economic challenges.Brands can implement their carbon media efficienc

160、y strategies and better align business effectiveness with sustainability through new solutions in 2024.TREND 10INTEGRITY ECONOMICSPART 03The Pace of Progress|2024 Media Trends40Consumers look beyond promisesAlthough an increasing number of companies are pledging to head toward a net zero future,cons

161、umers want concrete actions today.According to dentsu research,73 55%of US and Canada consumers expect sustainable businesses to reduce their carbon emissions now,but believe those companies are falling short of expectations.As brands look for concrete opportunities to be more carbon efficient,they

162、must identify their carbon emitting activities accurately.For instance,the core emissions scope of media activities encompasses media campaign planning,ad data storage,ad routing and distribution,and consumer use audience devices.It is important for brands to define the right scope for media to set

163、the right goals and confidently measure the carbon footprints of their campaigns.The media supply chain reinvents itselfAdvertisers aiming to reduce not just offset the carbon generated by media activities can count on booming carbon insetting innovations across the channels and infrastructure suppo

164、rting ad delivery.From a trading perspective,advertisers can explore zero marketplaces that only include media owners with science-based targets that support media decarbonization.From a technical perspective,they can look to optimize the creative configuration,for example the file size or second le

165、ngth,but also to leverage solutions such as dentsu Attention Ads Labs to analyze the ad creative effectiveness and deliver the same impact more concisely.They can even consider alternative solutions to ad serving such as ad streaming which reduces load time and thereby carbon emissions of digital cr

166、eatives without file size restrictions.MORE ATTENTION,FEWER EMISSIONSINTEGRITY ECONOMICSPART 03TREND 10The Pace of Progress|2024 Media Trends41Decarbonizing through high impactAlongside these carbon-reduction tactics,we expect a media planning shift in 2024,supported by the increased sophistication

167、of media carbon calculators,to help campaigns achieve both their media carbon optimization goals and brand objectives.Marketers can now use media carbon calculators to understand whether a campaign type(e.g.,brand or performance)leads to a disproportionate number of emissions,whether ad emission sha

168、res and ad spend shares are unbalanced across the plan,or whether their media guidelines lead to increased emissions from some channels.This sophistication will lead to new,better metrics.Marketers can look beyond the absolute carbon emissions of channels,vendors,and formats,to consider their tons o

169、f CO2 equivalent(tCO2e)per media metric(e.g.,per reach point).That should help them understand the implications of planning decisions on media carbon efficiency and media effectiveness.Building upon the correlation between attention with recall and brand choice,dentsu hypothesize that optimizing for

170、 attention will reduce spend on inventory with little audience value sometimes called the“long tail”and,doing so,reduce the carbon footprint of campaigns.Initial results suggest the ability to identify programmatic inventory that offers both greater attention and reduced carbon,which could open pers

171、pectives for future custom bid algorithms.Ultimately,bringing attention optimization and carbon efficiency strategies together could lead toward the establishment of a Carbon Cost of Cognition currency to measure the carbon cost of delivering recall(i.e.,CO2 cost/Effective attention).MORE ATTENTION,

172、FEWER EMISSIONSINTEGRITY ECONOMICSPART 03TREND 10As awareness grows about the climate impact of our industry,progress in media carbon emissions measurement and attention research will create an exciting potential to build campaigns both effective and kind to the environment./Whats Next?The Pace of P

173、rogress|2024 Media Trends42It is clear that economic gains and societal responsibility are complementary rather than competitive goals toward sustainable growth.In 2024,marketers should keep in mind some important considerations.Reflect the diversity of todays societyEvaluate how your media efforts

174、reflect the diversity of people and their media usages.With 77%of consumers now expecting brands to ensure their use of AI-based applications do not propagate existing biases and systems of inequality,74 representation must be integrated into the training data to mitigate bias in AI and develop more

175、 equitable marketing campaigns.Review how your current investments support underrepresented voices to foster a more inclusive media ecosystem.Build a multi-layered brand assurance strategyCombine ethics,technology,governance,and adaptability in your approach to brand assurance.Select accredited tech

176、nology partners and make sure you build the right governance to enforce brand assurance rules with discernment,particularly when operating across countries with different cultures and values.Adaptability is key,both in the short term to react promptly to unforeseen events,and in the long term to acc

177、ount for societal changes.Define your carbon media efficiency planAim to reduce the carbon generated by your campaigns,from planning to execution,rather than offsetting,which does not solve the root cause of emissions.This requires accurate measurement to set goals and track progress.Calculators lik

178、e dentsus Media Carbon Calculator can help you understand the carbon footprint of your media plans and initiatives(both online and offline)and make more informed decisions to establish the optimum media mix to balance sustainability goals and business objectives.INTEGRITY ECONOMICS03PARTCONSIDERATIO

179、NS FOR BRANDS/The Pace of Progress|2024 Media Trends43Executive EditorsDan CalladineHead of Media Futures,Mediadentsu Aurlien LoyerGlobal Thought Leadership Director,MediadentsuContributorsMax Askwith,Paul Buranosky,Donna Coleman-Myrick,Jeff Cott,Matt Cross,Graham Deneys,Juan Antonio Gonzlez,Kate Hi

180、nz,Rene Jellitsch,Brian Klochkoff,Anita Kotwani,Simona Kllmer,Ricardo V Lopes,John Mayne,Dave Meeker,Bram Meuleman,Nate Nicely,Aurelia Noel,Reiko Ogata,Jean-Guillaume Paumier,Sarah Stringer,Rosy Vials,Simon ZhongCREDITSThis report is protected by copyright and all rights are reserved.This report,eit

181、her in whole or part,may not be reproduced,transmitted whether by photocopying or storing in any medium of electronic means,without the written permission of the copyright owner.Every precaution has been taken to ensure the contents of this report are accurate at the time of publication,but dentsu d

182、oes not guarantee nor can be held liable for its accuracy.This report has been produced to give dentsus view and should not be relied upon or taken as giving advice.Dentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths

183、 to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in Tokyo,Japan and our

184、72,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.https:/ media inquiries about this report,please contact:John MayneGlobal He

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