Change and Opportunity – dentsu 2023 Media Trends

Dan Calladine

dentsu’s annual media trends report focuses on three categories: Content, Commerce and Community.

An extract from dentsu 2023 Media Trends – download it here.

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.

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.

We also see the growing importance of content and...

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