Media Progression's Latest Update: Day 2 Resume
At the recent The Future of Media event, key insights were shared about media consumption habits, leadership, and strategies for social and digital media. Here's a rundown of the main points discussed:
- Media Consumption Habits
- Social media is increasingly influencing purchase decisions, with 76% of users claiming that social content impacts their choices. Among Gen Z consumers, this figure rises to 90%. Interestingly, Gen Z also prefers social media (41%) as their primary information source over traditional search engines (32%) or AI chat (11%).
- Digital video ad spend, particularly on connected TV (CTV), is rapidly growing. It's projected that digital video ad spend will reach $72 billion in 2025, with CTV ad spend alone growing 13% in 2025, reflecting the shift towards digital formats.
- Leadership in Media and Marketing
- Marketers are becoming increasingly optimistic about technologies like AI. 83% of CMOs expressed positivity, and 71% plan to invest at least $10 million in AI over the next three years. AI adoption is democratizing the media advertising ecosystem, allowing smaller businesses to afford advanced ad placements.
- Strategies for Social and Digital Media
- Influencer partnerships are on the rise, with 59% of marketers planning to increase such collaborations in 2025. This is in line with leveraging social influence to drive engagement and purchase decisions.
- The rise of generative AI and data-driven targeting is enabling more precise ad strategies and content production efficiencies, helping brands tailor messaging across platforms.
- Focus on the Muslim Market and TikTok Generational Preferences
- While the event provided valuable insights into general and digital media trends, it did not explicitly reference the Muslim market or offer detailed analysis on TikTok preferences across different generations.
In addition to these points, Miron, Global's Group Chief Executive, discussed his 16-year tenure and transformation of the business. He also mentioned the importance of moving on quickly from failures in business consolidation. Miron is stepping down and will take on a new role as Chair.
The study did not provide specific data about Gen Z's media brand preferences. However, it was noted that Baby boomers and Gen X prioritize humour, while Gen Y and Gen Z are more receptive to good music. Surprisingly, TikTok was found to be the top media brand preference for Baby boomers.
50% of Amaliah's audience 'probably would' and 25% 'definitely would' purchase products from brands that portray them positively or authentically. Yet, only 14% of Muslims feel that advertising accurately represents them, while 59% of articles in mainstream media portray them in a negative light.
The saying, "You need to look at data, you cannot just assume," was attributed to Gonca Bubani, emphasizing the importance of facts in understanding consumer behaviour.
The second day of Adwanted's annual event focused on the future of commercial media. The event underscored the growing dominance of social and digital media driven by Gen Z preferences, the strategic embrace of AI and influencer marketing, and significant shifts toward digital video and connected TV ad spending. However, concrete details about media consumption habits tailored to the Muslim market or TikTok generational preferences were not captured in the accessible sources.
[1] Kantar's Media Reactions 2024 study [2] IAB UK's Digital Adspend Report 2021 [4] WARC's Global Ad Trends Report 2022
- The increase in social media influence on purchase decisions, particularly among Gen Z consumers, was a key point discussed at The Future of Media event, with 76% of users claiming that social content impacts their choices.
- AI adoption in the media advertising ecosystem is democratizing ad placements, allowing smaller businesses to afford advanced ad placements, as the majority of CMOs are becoming increasingly optimistic about technologies like AI.
- Influencer partnerships are on the rise, and 59% of marketers plan to increase such collaborations in 2025, which is in line with leveraging social influence to drive engagement and purchase decisions.
- TikTok was found to be the top media brand preference for Baby boomers, while Gen Z prefers social media as their primary information source over traditional search engines or AI chat.
