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. 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.Įconomic uncertainty always brings out creativity in business and media. 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. Even in a slowing economy, consumer behaviours in media evolve at pace.
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