EDITOR ’ S QUESTION
The key lesson we learnt from 2023 is that there is no ‘ new normal ’. We entered this year thinking that COVID was in our rear-view mirror and the new habits formed during the transformational experience of the pandemic were firmly ingrained – things like online grocery shopping , streaming TV and hybrid working .
However , with the impact of macro-factors , be that of wars , cost-of-living crises , regulatory issues , social media upheaval or the emergence of Generative AI – the only constant we have experienced is change . We need to get comfortable with the fact that there is no ‘ new normal ’ only , as Rishad Tobaccowala calls it , the ‘ new strange ’.
When thinking about business strategy heading into 2024 , we need to be agile in our approach , listen to our customers and embrace change in all its forms . In the ad tech sector , we ’ re entering an era of ‘ creative renaissance ’ with incremental performance gains in marketing will come from message optimisation more so than media placement . To that end , we need to open our arms wide to innovations such as AI – but not in the way we ’ ve been programmed to think . The opportunity is so much more than using tools like Chat GPT or DALL · E to create copy and images . AI can help surface
When thinking about business strategy heading into 2024 , we need to be agile in our approach , listen to our customers and embrace change in all its forms .
intelligence from advertising and feed insights back to marketing teams . One example is auto-detecting and classifying all elements of an ad using AI and ,
in real-time , deciphering which combination of variables are driving the most valuable engagement with consumers .
As we step into 2024 , the takeaway is clear : businesses should embrace the ‘ new strange ’ by focusing on adaptability , innovation and a keen understanding of market dynamics . This approach ensures not just survival , but positions businesses to thrive amidst the perpetual waves of change . p
AARON GOLDMAN , CMO , MEDIAOCEAN
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