Transformations in Media, Advertising, and Technology
As 2024 comes to a close, the industry has experienced monumental shifts that have redefined how brands, publishers, and agencies operate. From advancements in connected TV (CTV) advertising to major mergers and heightened regulatory pressures, this year has just been a taste of what more is to come.
“New” channels and their role in the media mix
Maturing channels like digital-out-of-home (DOOH), Connected TV (CTV), and audio have become increasingly important in the modern media mix. Digital-out-of-home advertising has seen significant advancements in technical capabilities, but generally, quite a few campaigns and advertisers are still leveraging this potential. Despite CTV’s limited reach in some markets, the industry continues to advocate for its adoption and advanced targeting methods. There is a conscious confusion of concepts when it comes to different types of TV advertising, as the old ways with Linear TV try to claim the new ways of CTV and Play channels - rather than seeing these be categorized under the more modern channel denoted simply as “Online Video”. Meanwhile, audio advertising has rapidly evolved with innovative targeting methods, such as enabling brands to target owners of electric vehicle models specifically. However, the rapid pace of these developments often leaves buyers struggling to stay ahead of the curve and fully leverage the potential of these sophisticated tools.
Industry Consolidation Reshapes the Media Landscape
Strategic mergers and acquisitions played a transformative role in 2024. Omnicom Group’s acquisition of Interpublic Group (IPG) will result in a communications behemoth with over 100,000 employees. The acquisition is likely to have very different consequences depending on the local agency landscapes.
Amedia’s acquisition of Berlingske Media highlighted the growing need for regional collaboration to combat global competition. By integrating Berlingske’s established media brands into its portfolio, Amedia is reinforcing its commitment to preserving independent journalism and democracy.
Meanwhile, Azerion’s investment in Nordic publisher Eniro expanded its influence in the regional market and foothold in the Nordics, while Bonnier News Local and NWT Media announced a cross-ownership agreement, fostering sustainable growth in local media. These moves reflect an industry increasingly focused on scale, collaboration, and innovation to stay competitive.
Privacy and Compliance Take Center Stage
As the industry embraced innovation, privacy and regulatory compliance remained a focal point. In the European Economic Area (EEA), advertisers were required to collect explicit user consent for personalized advertising features, necessitating the use of tools like Floodlight tags to remain compliant.
The deprecation of third-party cookies continued to loom over the advertising world, with many platforms scaling back or eliminating features in preparation for a cookie-less future. Despite these challenges, Google introduced Consent Mode Version 2, providing businesses with tools to balance privacy regulations with actionable data insights.
Looking Ahead to 2025
The developments of 2024 have set the stage for a transformative 2025. Mergers like Omnicom-IPG will reshape the agency-client relationship, and smaller agencies are expected to leverage their agility to stay competitive. Consolidation within the overcrowded adtech ecosystem is likely, with mergers streamlining programmatic and related technologies.
Emerging channels such as digital-out-of-home (DOOH), connected TV (CTV), and audio will continue to redefine the media mix. Despite industry-wide efforts to broaden adoption, DOOH’s technical advancements remain underutilized, while CTV faces limited reach in some markets. Linear TV’s attempts to fold CTV under its umbrella highlight the growing tension between traditional and modern classifications, with “Online Video” emerging as a clearer category. Audio advertising, with its innovative targeting methods, is expected to evolve further, even as buyers struggle to keep pace with these rapid developments.
Privacy-first strategies will dominate, with businesses refining first-party data practices and adapting to a cookie-less future. Advances in AI and analytics will provide new opportunities, but their real impact on day-to-day practices remains uncertain. 2025 promises continued transformation, where innovation and adaptability will be key to success.