AI, CTV, 3D OOH & sustainability: The IMAA Future Trends and Insights Report predicts a “transformative and disruptive 2024


Sam Buchanan: “The year 2024 promises to be a pivotal one for our industry.”

The IMAA predicts 2024 will be dominated by generative AI reshaping marketing, brands focusing on sustainable marketing and the rise of short-form video on social platforms, among a host of other trends in its Future Trends and Insights Report. 

The growth of connected TV (CTV), the arrival of 3D out-of-home creative, personalisation of advertising, the rise of influencer marketing and the importance of authenticity and transparency, will also dominate, in what the report confirms will be a “transformative and disruptive 2024.”


The industry body  has gathered data, trends and insights from its media owner partners and the IAB to delve into the consumer psyche to reveal insights, such as the dichotomy between the highly curated, digitally-led ‘filtered self’ to the fiercely protected ‘unfiltered self’, how youthfulness is no longer the domain of the young and everything from what defines, concerns and excites consumers, to who will spend, and tips for engaging effectively with them.

IMAA - Sam Buchanan

IMAA CEO, Sam Buchanan, said the trends report reveals thoughts from their partners and associations on what will shape the year ahead in an industry where staying ahead of the curve is a necessity.

“The year 2024 promises to be a pivotal one for our industry. It is a year where the boundaries of what is possible will continue to expand, where the fusion of creativity and technology will break new ground, and where the customer experience will be at the forefront of our endeavours,” he added.

IMAA media owner partners include: Nova Entertainment, Nine, Seven Network, Network 10, Acast, ACM, Amazon, ARN, Bishopp, Blis, Cartology, Crimtan, Criteo, Fabulate, Foxtel Media, Go Transit Media Group, Gumtree Media, GWI, IAS Integral Ad Science, Insticator, JCDecaux, LinkedIn, Meta, Moove Media, News Corp Australia, Nexxen, oOh!, Pinterest, QMS, Quantcast, Reddit, SCA, Scentre Group Brandspace, Sports Entertainment Network, Spotify, StackAdapt, Taboola, The Trade Desk, TikTok For Business, Tonic Media Network, Torch Media, Val Morgan, Weatherzone, and Yahoo.

IMAA industry body partners include Boomtown, Commercial Radio & Audio, Outdoor Media Association, ThinkTV, and Think News Brands.

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