News & Opinion

ISBA Partner Predictions for 2024

Partners of ISBA reflect on what they think marketing will look like in 2024. Ryan Kangisser, Managing Partner at MediaSense contributes, identifying speed and integration as two driving forces behind improved ways of working for advertisers.

“Our 2023 study into the future of agency models was illuminating in signalling the gap in expectations (vs reality) by advertisers around their desire for speed and integration.

Despite advances in automation & AI, and the increasingly blurred lines between the various marketing touchpoints, advertisers are feeling ill-equipped to meet the needs of their customers through relevant and timely communications. Just 1 in 10 advertisers surveyed in this study felt their current agency model was fit for their future requirements and we expect 2024 will see a much greater focus on better aligning agency models and ways of working to advertisers’ requirements.

Automation will be an obvious area to prioritise to remove redundant or inefficient tasks but this shouldn’t be seen as a panacea; technology plus integration (media, creative, data, technology) will be the critical formula to crack in 2024, ensuring internal & external teams are working seamlessly together in the pursuit of the best customer experience”.

The full 2024 Partner Predictions can be downloaded via ISBA’s website.

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