
Educated but easily fooled? Who falls for misinformation – and why
The rapid spread of online misinformation has become a significant risk for businesses, brands and wider society. Why do people fall for it?
MEDIA INDUSTRY
By our News Team | 2023
Generative artificial intelligence takes centre stage, as does the race to monetisation and integrity economics.
Dentsu, one of the largest global marketing and advertising agency networks in the world, has released a report detailing emerging advertising behaviours and technologies expected to transform the media industry in the coming years.
Created by gathering insights from various specialists within its group of companies, ‘Dentsu 2024 Media Trends’ highlights key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.
Photo by Tara Winstead from Pexels
“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,” says Peter Huijboom, Global CEO, Media International Markets at Dentsu.
“So, in our [report] it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space.” The key predictions into 2024 and beyond:
Generative AI takes centre 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 centre 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:
The race to monetisation
The year 2024 will see the intensification of competition between tech platforms. As they strive to better monetise 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:
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 polarisation and climate emergency, building more carbon efficient, diverse, and safe online spaces for people and brands will be central to success. Highlighted through:
Trend 10 – More attention, fewer emissions. As brands implement carbon media efficiency strategies, optimising for attention should lead to decarbonisation through optimised and improved impact.
The rapid spread of online misinformation has become a significant risk for businesses, brands and wider society. Why do people fall for it?
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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.