Outlook 2024
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The TV Streaming War Enters Its Messy Era
First there was the Golden Age of TV. Then there was Peak TV. Now … all hell is breaking loose. “We’re amid a linear to streaming transition, and it’s being accelerated by a pending content drought from the Hollywood strikes,” Mike Proulx, vice president and research director at Forrester, told Adweek. “Just like many of…
Creativity Outlook 2024: Talent Is Seeking Renewed Purpose Amid Upheaval
The past year was disheartening for many who work in creative businesses, whether it was rounds of layoffs across industries or renewed fears over AI taking over jobs. But it was noteworthy that the World Economic Forum’s Future of Jobs 2023 report ranked creative thinking as the second most in-demand skill for workers, above attributes…
Outlook 2024: Publishers Push to Prove Their Value Amid Cookie Collapse
For publishers, the two meteors hurtling toward them in 2024 are growing signal loss, exacerbated by Google’s deprecation of third-party cookies in Chrome limiting publishers’ ability to generate ad revenue. And–surprising no one–generative AI, which arguably splinters into multiple meteors around content production, operational efficiencies and distribution. It’s no news that publishers are forced to…
In 2024, Expect Tensions to Rise With Global Temperatures
Heading into 2024, adland is more aware than ever of its climate responsibility. The question that it must answer is where the scope of that responsibility ends. This year will be defined, in large part, by how advertisers and agencies choose to answer that question. Some argue that agencies must cut ties with clients in…
2024 Will Push Ad Agencies to Pursue New Capabilities and Scale
With VMLY&R + WT (Wunderman Thompson), combining two mega-shops to form VML isn’t just additive. It multiplies their collective impact. WPP wanted the most simplified but complete offering in the industry. In VML chief executive Jon Cook’s eyes, combining the two shops creates a behemoth far greater than the sum of its parts. Not only…