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