The Future of Media 2024

Part of WARC’s Evolution of Marketing programme, The Future of Media highlights trends in media planning, advertising investments and the media ecosystem.
  • As marketing budgets rebound in 2024, uncertainty swirls around where best to direct investments in media, the role of AI in planning, and how to assess media quality.
  • The growth of walled garden platforms – fuelled by AI – raises difficult ethical questions while inviting speculation about the future of advertising on the open web.
  • With Linear TV reaching fewer people and getting more expensive, an increasing number of marketers seem to be questioning its relevance as a marketing channel.
  • In-game advertising represents a fertile area for brands to target and engage hard-to-reach audiences....

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