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MEDIA TRENDS

Report highlights the new media opportunities for brands in 2023​

By our News Team | 2022

New year will bring changes in the content people consume and how they do it, as well as the further evolution of digital commerce..

For the second consecutive year, global marketing and advertising agency network Dentsu International has published the insights and predictions of all its global media agencies in a 2023 Media Trends guide for marketers worldwide. 

“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,” says Peter Huijboom, Global CEO for Media & Global Clients at Dentsu.

“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.”

Media Trends

Image by Kalhh from Pixabay

Among the guide’s key predictions for the direction of the media industry into 2023 and beyond are:

How people will consume Content
The year 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 sector. 

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-based Video on Demand (AVOD) is set to overtake Subscription Video on Demand (SVOD) channels with time, as major streaming platforms are adding ad-funded tiers. 
  2. Games Everywhere – Gaming is becoming mainstream. Games are 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.

Further evolution of Digital Commerce
Digital commerce continues to evolve, both in importance and 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 expanding their services and offerings to cater for shifting consumer demand and flexibility. 

The challenge for brands is to engage directly with consumers whilst 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 to content sites and commerce sites are changing to 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 user’s 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.

The report draws on experts and specialists from media agencies Carat, Dentsu X and iProspect, which are all part of the Dentsu International network.

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