The Race to Monetization

TRENDS 4–7

Digital advertising spend is forecasted to grow at a modest 6.6% compound annual growth rate from 2023 to 2025. This growth rate is noteworthy, as single-digit increases have occurred only twice in the past two decades – during the 2009 financial crisis and the 2020 COVID-19 pandemic.

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The Race to Monetization

TRENDS 4–7

Digital advertising spend is forecasted to grow at a modest 6.6% compound annual growth rate from 2023 to 2025. This growth rate is noteworthy, as single-digit increases have occurred only twice in the past two decades – during the 2009 financial crisis and the 2020 COVID-19 pandemic.

Read more

The Race to Monetization

TRENDS 4–7

Digital advertising spend is forecasted to grow at a modest 6.6% compound annual growth rate from 2023 to 2025. This growth rate is noteworthy, as single-digit increases have occurred only twice in the past two decades – during the 2009 financial crisis and the 2020 COVID-19 pandemic.

Read more

EXPLORE THE TRENDS


Expect heightened competition among tech platforms, focusing on advertising and data protection.

TREND 4

A World of Lookalike Apps

As platforms become more similar, standing out to capture audience attention becomes paramount for brands.

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TREND 5

From Walled Gardens to Walled Pipes

Platforms are adopting a defensive stance on their data, raising questions about the balance between data protection and discoverability.

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TREND 6

The Identity Refocus

Platforms are intensifying their focus on user data as third-party cookies near obsolescence.

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TREND 7

More Ads for More Returns

Expanding advertising into new areas and formats presents both opportunities and risks.

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Integrity Economics

TRENDS 8–10

Brands must prioritize sustainable contributions to society, from safe online spaces to carbon efficiencies.

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Download the full report to uncover the key trends

Download the full 2024 Media Trends report to make your most informed decisions in the road ahead. Explore ten trends that will shape 2024, including generative AI's rise in creativity, search, media planning, and activation. Expect heightened competition among tech platforms, focusing on advertising and data protection. Brands must prioritize sustainable contributions to society, from safe online spaces to carbon efficiencies.

THE PACE OF PROGRESS 2024 MEDIA TRENDS

© dentsu 2023

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THE PACE OF PROGRESS 2024 MEDIA TRENDS

© dentsu 2023

Contact Us
dentsu privacy notice
Visit dentsu website

THE PACE OF PROGRESS 2024 MEDIA TRENDS

© dentsu 2023

Contact Us
dentsu privacy notice
Visit dentsu website