Predictions Report

Predictions 2024: Media And Advertising

Big Media Gets Its Mojo Back

October 31st, 2023
Mo Allibhai, Senior Analyst
Mo Allibhai Senior Analyst
Kelsey Chickering, Principal Analyst
Kelsey Chickering Principal Analyst
Nikhil Lai, Senior Analyst
Nikhil Lai Senior Analyst
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
With contributors:
Keith Johnston , Shynise McElveen , Kate Pierpont

Summary

There’s new confidence building within the media world, thanks to generative AI (genAI) and stabilizing advertising revenues. B2C marketing teams are ready to “shake off” the last few years, after having been shackled by a global pandemic and mired in economic uncertainty. With most of that in the rearview mirror, CMOs will enter 2024 with optimism about media partners’ usual suspects — ready to build, test, and learn. Forrester anticipates a year where advertisers invest in proven media partners and, in doing so, experiment within “safe” spaces, making the media giants, well, even more giant. This report declares five media and advertising predictions as we enter 2024 — a year where big media gets its mojo back.

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