Jessica Hunter.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Jessica Hunter - Head of The Brag Media
2024 was a year marked by both significant challenges and extraordinary opportunities for the publishing industry. The rapid evolution of technology, shifting consumer behaviours, and economic uncertainties tested our resilience.
It was a year of reinvention and resilience, not only for The Brag Media but for many of our publishing peers. From the rise of AI to the impending ‘cookiepocalypse’ and the impact of Meta's regulatory changes, the industry has been forced to evolve and innovate at breakneck speed.
While the recent layoffs and restructuring at major media organisations have been a significant challenge, it's important to note that the drive for innovation and diversification predates these events. The rapid evolution of technology and changing consumer behaviours have been forcing the industry to adapt for some time.
Google's initial plan to phase out third-party cookies in Chrome aimed to bolster user privacy. While the timeline has shifted, this strategic move served as a catalyst for the industry to reevaluate its reliance on third-party data and prioritise first-party data strategies, fostering a more privacy-centric digital advertising ecosystem.
For publishers Generative AI emerged as a powerful tool for content creation and improving efficiency. However, the ethical implications of Gen AI, including potential biases in algorithms, authenticity and the impact on human jobs, have been a major concern for the industry.
Younger consumer expectations of authenticity have reached new heights. Gen Z in particular is relentless about demanding purpose-driven, meaningful content—and rightly so. It’s not enough to deliver a big-budget campaign; it has to matter. We’ve had to dig deeper, pushing beyond the surface to create campaigns that truly resonate with people. It's not only a professional challenge but also a personal one, as I consider the world I want to help shape for future generations.
One of the most exciting shifts I've seen this year is the blurring of lines between traditional roles. Retailers are now publishers, content creators are becoming retailers, and the customer journey is no longer linear. This convergence of brand and retail marketing is reshaping the industry, and it's up to us to rethink our media solutions to stay relevant. It's a fascinating and slightly chaotic landscape, but it's precisely this kind of challenge that keeps the industry dynamic.
As we peer into the crystal ball of 2025, a future brimming with innovation and disruption unfolds.
AI, once a distant concept, is now an integral part of our daily lives. While Gen AI will undoubtedly remain a significant theme in 2025, we as an industry need to develop clear ethical guidelines for its use. How do we balance automation with genuine human creativity? It’s a question that continues to shape our approach at The Brag Media.
Alongside the rise of Gen AI, the importance of ethical journalism and fact-checking has never been more critical. In an era of misinformation and disinformation, it's imperative that media organisations prioritise accuracy, transparency and accountability. As publishers, we must strive to produce content that is fair, balanced and free from bias. By upholding these principles, we can help to restore trust in the media and ensure that our audiences receive reliable information.
Gen Alpha is poised to reshape the consumer landscape in the late 2020s and is already starting to influence consumer behaviour and marketing strategies. This generation will enter adulthood as the most influential and game-changing generation since the Baby Boomers. Hyper-connected and digitally native, they demand hyper-personalised experiences, instant gratification and authentic brands that align with their values. They're not just consumers; they're conscious citizens who expect brands to make a positive impact on the world.
To capture their attention, we must deliver concise, engaging content and create seamless experiences across physical and digital platforms. As the lines between the physical and digital worlds blur, brands must offer integrated experiences to truly resonate. I predict that brands will dive even deeper into culture next year, becoming a part of the zeitgeist rather than watching from the sidelines. Brands won't just align with cultural trends; they'll shape them. Just as Adidas elevated women's sport during the 2023 FIFA Women's World Cup, we'll see more brands creating authentic connections with consumers by driving the cultural conversation.
In 2025 I think we’re going to see brand experiences like never before which feels particularly thrilling to me because, at The Brag Media we’ve always prided ourselves on helping brands make that leap from advertisers to cultural icons.
With many unknowns still looming on the horizon, the media and publishing industry must remain agile and adaptable. I have no doubt there will continue to be moments of deep reflection, big wins and even bigger learnings. But if there’s one thing I’ve come to realise, it’s that the pace of change is what keeps us sharp and makes me love what I do even more.
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