1、2024&MEDIA TRENDSPREDICTIONS21FOREWORDAs the newly appointed Global CEO of Kantar Media,its a pleasure to transition from an external reader of the annual Media Trends and Predictions report to a member of the team proudly producing it.And what a time to do so.EDITORS NOTEWe find ourselves at an inf

2、lection point in our industry,marked by political and economic uncertainties,shifts in consumer behaviour,and accelerated technological advancements.Guided by my core belief that insight delivers foresight,I am certain that we can empower businesses not only to adapt to these changes but to anticipa

3、te and navigate them proactively.We live in an era where data is plentiful,almost overwhelmingly so.But its not just the volume of data that matters;its how effectively we harness it to make meaningful Informed by our data and insights,the 2024 Media Trends and Predictions report illuminates the myr

4、iad opportunities and challenges confronting the content and advertising ecosystems across the globe.This year,our focus revolves around five themes:Macroeconomics,micro media strategy Content goes back to the future and around the world Advertising in the eye of a storm Technology:gamechangers and

5、false dawns Strengthening the signal:audiences in high definitionWithin each of these themes,our experts distil the key trends from 2023,while offering forecasts for 2024.Additionally,each section concludes with a viewpoint from some of our most senior thought leaders.John McCarthy Chief Marketing O

6、fficer Kantar MediaPatrick Bhar Global CEO Kantar Mediaand timely decisions.As a business,we remain steadfast in our role serving the content and advertising ecosystems,investing heavily in new technologies and strategies to unlock more value from their investments.In this years report,our aim is to