1、 2022 dentsu|all rights reservedMEDIA /Media Trends2023Change and Opportunity2023 Media Trends2 2Ten Trends for 2023Even 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 plat

2、forms 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

3、 placement.We also see the growing importance of content and quality,with the cream rising to the top.It is more important than ever for brands to create relevant messages that resonate with their audiences,and to act responsibly.Economic uncertainty always brings out creativity in business and medi

4、a.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

5、to monetise further through ad sales-and a greater need to measure the attention consumers pay to advertising.This year we have split the trends into 3 categories.32023 Media Trends2023 Media Trends“Media continues to evolve at pace with changing consumer behaviour and new technologies creating oppo

6、rtunities to find new pathways to growth.Every economic downturn has led to the creation or accelerated adoption of a new media,whether it be radio,TV or social media,and in the months ahead we should all keep an eye on whats next.William SwayneChief Client Officer,Media,dentsu international2023 Med