We are witnessing a rapid evolution of the media landscape as it has become increasingly driven by sophisticated algorithms. In this expansive world, media is playing a growing role in our lives, fast becoming 100% addressable, 100% shoppable, and 100% accountable.
At dentsu, we call this the algorithmic era of media, and believe it will open many opportunities for brands to drive impact in 2025.
Generative artificial intelligence (AI) will move from experimental to tangible value. As it permeates the lives of people and augments the media toolkit for brands, AI will create a myriad of micro-moments for personalised experiences.
Brands will reinvest in storytelling to burst the algorithmic bubble by leveraging niche interests and deep fandoms, the increasing sophistication of connected television, and innovative ways to reinvent media planning.
Elevating the quality of media investments to maximise limited audience attention will be at the top of the agenda through smart partnerships, better supply chain, and advanced retail media solutions.
However, marketers will have to navigate an increasingly fragmented and inequal landscape in their pursuit of growth.
In this 15th edition of our dentsu annual Media Trends report, we share ten trends driving the algorithmic era and practical considerations to deliver impact in consumers’ lives, for the businesses’ bottom lines, and for society in 2025.
We are witnessing a rapid evolution of the media landscape as it has become increasingly driven by sophisticated algorithms. In this expansive world, media is playing a growing role in our lives, fast becoming 100% addressable, 100% shoppable, and 100% accountable.
At dentsu, we call this the algorithmic era of media, and believe it will open many opportunities for brands to drive impact in 2025.
Generative artificial intelligence (AI) will move from experimental to tangible value. As it permeates the lives of people and augments the media toolkit for brands, AI will create a myriad of micro-moments for personalised experiences.
Brands will reinvest in storytelling to burst the algorithmic bubble by leveraging niche interests and deep fandoms, the increasing sophistication of connected television, and innovative ways to reinvent media planning.
Elevating the quality of media investments to maximise limited audience attention will be at the top of the agenda through smart partnerships, better supply chain, and advanced retail media solutions.
However, marketers will have to navigate an increasingly fragmented and inequal landscape in their pursuit of growth.
In this 15th edition of our dentsu annual Media Trends report, we share ten trends driving the algorithmic era and practical considerations to deliver impact in consumers’ lives, for the businesses’ bottom lines, and for society in 2025.
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