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  • At the beginning of the year, a team of essentials from across EssenceMediacom UK got together to share their predictions for the year ahead. Here we share their 8 predictions from you YouTube will challenge Netflix for our attention to the role Generative AI will play in marketing and how TikTok could influence the UK general election.

    Prediction 1

    This year YouTube will leapfrog Netflix on the big screen at home

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    Robyn Sumners discusses why she thinks YouTube will beat Netflix for our connected TV attention in 2024.YouTube vs Netflix

    Prediction 2

    The New York Times will win its case against OpenAI

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    Geoff de Burca discusses the role AI will play in how we consume news and the importance of trust for both people and brands.AI vs the News

    Prediction 3

    Twitter (X) will censor Elon to save itself

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    Richard Kirk explores what the social media platform X needs to do reinvent itself in 2024, and why Elon Musk will play a massive part in its success or failure.Reinventing the platform formerly known as Twitter

    Prediction 4

    Digital goes from the most to least consistently measurable form of media due to the decline of third-party cookies

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    Discover why Oliver Betts thinks digital will go from the most to least consistently measurable form of media due to the decline of third-party cookies.The cookie crumbles for digital advertising measurability

    Prediction 5

    A UK retail media trade body is established, but will exclude Amazon

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    Find out why Claudia Ziegenbein believes 2024 will be the year of ‘retail media collaboration’ and why it will help UK retailers lead in the digital advertising arena. Establishing a UK retail media trade body

    Prediction 6

    In 2024, AI will help marketers save millions from streamlined production processes, allowing them to invest more in distribution

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    Tom Curtis explores how Adland is coming to terms with the creative upheaval of AI and how it will streamline advertising production processes.AI and streamlining advertising production

    Prediction 7

    The 2024 General election will become known as the TikTok election

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    Matt Delaney explores why influencers will have a major impact on the 2024 UK General Election.TikTok and the UK General Election

    Prediction 8

    In 2024 we will see the biggest year for advertiser-funded programming ever

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    The softening of the TV ad market and the knock-on effect on programme commissioning means rethinking the role of AFP is more crucial than ever. Can brands deliver cultural impact and great TV at the same time?
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