One of the biggest challenges of 2024 will be more complex media planning and buying, which come as a result of global challenges like economic changes, data privacy, a digital ecosystem that’s constantly changing, including the development of AI, as well as continued changes in consumer behaviour that are being encouraged by changes in all other spheres
Economic instability has always had a negative impact on client investments and the media market’s overall value. From today’s perspective, slight growth of the media market is forecast, primarily determined by media inflation. It is more realistic to view the aforementioned growth as a recovery that is still ongoing than to perceive it as an expansion of advertising in the region.
When it comes to consumers, we can clearly expect it to be increasingly challenging to approach them in the right way that will ensure they respond to advertising messaging. Consumers are becoming even more price sensitive, with less brand loyalty and an orientation towards getting the most possible value for their money, while at the same time finding the easiest possible way to make purchases. Further complicating the situation is Generation Z, which is set to become the most important customer for many brands. With their formative years having been spent in isolation (Covid-19), economic instability, global conflict and worsening climate change, coupled with the significant time that they spend on social media, will lead to brands and us having our hands full with this generation.
At UM, we transform our business continuously, keeping pace with new technological trends and changes to consumer needs and behaviour, in order for us to always be ready to deliver our clients the greatest value for their investments. We have adopted a transformative approach in all aspects of our communication creation and advertising services, in order for us to satisfy the needs of consumers in the best possible way and provide our clients with the most effective solutions.
We entered 2024 enthusiastically, prepared to offer our clients our standard good service, but one that’s been improved in alignment with global trends and the development of our industry
When it comes to data and analytics, we have long since been providing this type of service to our clients, ensuring that our strategies and planning are data-driven and secure an increased ROI. This will continue to be among our focus areas, starting from our network tools that incorporate data obtained from local research, via consumer research conducted using our own methods and aimed at generating insight that helps us better position brands and leads to greater communication efficiency.
Directed towards addressing specific brand and communication challenges, our new “StrAItegy” service emerged through the integration of our many years of strategic expertise with AI capacities that are advancing swiftly. On the foundation of powerful insights based on data and research, the new service focuses on the development of disruptive communication that helps emphasise brand uniqueness and relevance, empowered by AI tools with the aim of providing fast implementation and content that’s fully integrated with a defined strategic framework.
We entered 2024 enthusiastically, prepared to offer our clients our standard good service, but one that’s been improved in alignment with global trends and the development of our industry, as well as new services that have been strengthened through technical and technological development and digitalisation, which we are improving continuously in our system.