Even in a slowing economy, consumer behaviours in media evolve at pace. Everywhere we look we see both diversification and convergence - content platforms adding commerce, and commerce platforms adding ads and content, all trying to find new ways to engage and monetise their users.
Advertising is Set for More Growth
We see a battle between the tech giants’ walled garden ecosystems and the forces of interoperability, with marketers wanting to make platforms as accessible as possible through technologies like programmatic ad placement.
An Acceleration of Communication Channels
Economic uncertainty always brings out creativity in business and media. Previous cycles have launched or boosted radio, TV, and social media, and in the year to come we will likely see the emergence or acceleration of communication channels. The need for cost saving and efficiency is also a driver of change, including the rise of ad-funded streaming - commerce sites looking to monetise further through ad sales - and a greater need to measure the attention consumers pay to advertising.
How to Prepare for 2023’s Leading Media Trends
This year’s Media Trends report looks at big themes – Content, Commerce and Community – and highlights how the landscape is changing, with advice on how to prepare for the future.
Amanda Morrissey, Global Client and Brand President, iProspect: “To win in this fast-paced environment we must move from a disconnected to a connected commerce practice, across all the organization, throughout the full consumer journey… Navigating an EVER-evolving retail landscape requires a NEW, multidisciplinary approach, fully integrated into your marketing and media operations.”
For more and 2023’s biggest media trends, download our 2023 report!
