Dentsu International has compiled and released its 2023 Media Trends guide, pooling insights and forecasts from its global media agencies. This marks the second edition of the report, drawing on expertise from Carat, dentsu X, and iProspect. The report delves into significant media trends anticipated in the upcoming year.
In the 2023 Media Trends analysis, dentsu examines ten industry trends that will influence how brands connect with evolving consumer behavior, with profound implications for future campaigns and budgetary allocations. The report categorizes these pivotal 2023 trends into three overarching themes: Content, Commerce, and Community.
Peter Huijboom, Global CEO, Media & Global Clients at dentsu international, remarked on the report and collaborative efforts, noting the unique challenges posed by the current geopolitical landscape and economic uncertainties. He emphasized the emergence of new consumer behaviors, tech innovations, and promising media opportunities for brands amid this uncertainty.
According to the report, 2023 will witness transformations in the content consumption landscape and how people engage with it. The rapid transition to digital platforms, especially in the video-on-demand and gaming sectors, continues unabated. The report predicts that ad-funded video platforms will surpass subscription channels over time, with major streaming platforms introducing ad-supported tiers.
Key report highlights include the increasing prominence of games on content sites to boost user engagement. Brands are expected to shift focus from reach and viewability metrics to evaluating consumer engagement for more informed decision-making. The challenge lies in direct consumer engagement while simultaneously strategizing and adapting for a cookieless future and upholding data privacy.
Digitalized communities are anticipated to evolve in response to technological and societal changes. Social media platforms are adjusting algorithms to foster engagement, and ‘live’ events within social media are extending to other platforms, creating new communities.