{"id":6172,"date":"2024-01-18T01:23:30","date_gmt":"2024-01-18T06:23:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/01\/18\/reasons-to-be-cheerful-in-2024\/"},"modified":"2024-01-11T12:23:38","modified_gmt":"2024-01-11T17:23:38","slug":"reasons-to-be-cheerful-in-2024","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/reasons-to-be-cheerful-in-2024\/6172\/","title":{"rendered":"Reasons to Be Cheerful in 2024"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Ashley Bolser, founder and MD of leading digital marketing agency <a href=\"https:\/\/bolser.co.uk\/\">Bolser<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019m going out on a limb and being positive with my predictions for 2024.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Unless you spent 2023 hibernating under a rock you\u2019ll know that it was a big year for AI &#8211; entering the mainstream and hitting the headlines. And 2024 is set to be even bigger. But don\u2019t take my word for it &#8211; ask AI\u2026<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">AI is coming, its big, and despite the conspiracy theories and overriding \u2018fear of the unknown\u2019 &#8211; it\u2019s not going to take your life or your livelihood, well not in 2024. 180 million users (and counting) is a big number that\u2019s impossible to ignore \u2013 and I believe there is much in the realm of AI to look forward to this year.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The first \u201cAI general assistant\u201d will become available &#8211; and it will come from one of the big 4 tech firms, (my money is on Meta or Apple) in what will become a <em>significant<\/em> new service sector.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These first assistants will help everybody organise their digital and real world lives. You book a train journey over two days? It suggests a hotel or Airbnb based on your preferences. You get a notification from your credit card, and it flags moving the money from your current account. Simple enough tasks, yes, but activities that require a broad range of capabilities from your AI general personal assistant. The initial hype on the assistants will, of course, far exceed the reality (think iPhone C. 2008) but rest assured, this<em> is<\/em> the future.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whilst AI will be the big story of 2024 there will are other high impact events to look forward to in the coming 12 months\u2026<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2024 is looking almost certain to be an election year &#8211; so hold on tight because it\u2019s definitely going to be a bumpy ride.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It will no doubt bring with it a massive boost in advertising and Government expenditure with every media outlet experiencing an uplift. From Facebook, X, TikTok and other online platforms to the Tabloids, OOH providers and even the man with a \u201cone poster\u201d trailer will get a big boost in spending from the political parties this year. Elections are usually great news for the large news groups and networks, but it is also generally good news for all agencies as the spend gets distributed across the whole ecosystem.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A Summer of sport\u2026<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">June and July will bring us German Euro 2024 &#8211; a tantalising treat that will bring a huge surge in spending in the hospitality sector, as England navigate the group stages with the ultimate goal of \u2018bringing it home\u2019.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And only two weeks later, the Summer Olympics will keep millions glued to the TV watching elite sports people from around the world compete in Paris. And with it, there will be a big surge in consumer spending, on both sides of the Channel, with associated brands reaping the rewards of sponsorship. The Olympics will also be great news for TV channels and other media outlets. Watch out for the opening ceremony, anything London can do, Paris can probably do better. And as the medals come, I\u2019m predicting a mini boom in the French economy with some knock on benefits this side of the channel, particularly for supermarkets.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This summer has all the elements to make people feel better \u2013 throw in some decent weather and there will be less emphasis on the cost-of-living crisis, more on how we\u2019ve done in sport and a general feeling of cash in the pocket as inflation stays low, interest rates fall and real wages do OK.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The year of consolidation? There may be trouble ahead\u2026<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Interest rates are historically high and whilst they have already started to fall, borrowed money is, and will remain, expensive. And that means two things: there will be more consolidations, of businesses doing the same thing (think Vodafone and Three) and it will mean some firms will go out of business, perhaps because they borrowed too much to pay shareholders, or consumers just won\u2019t continue paying inflated prices.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2024 looks set to be an eventful \u2013 let\u2019s hope it\u2019s a good one.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unless you spent 2023 hibernating under a rock you\u2019ll know that it was a big year for AI &#8211; entering the mainstream and hitting the headlines. And 2024 is set to be even bigger.<\/p>\n","protected":false},"author":7,"featured_media":6173,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[2],"class_list":["post-6172","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reasons to Be Cheerful in 2024 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/reasons-to-be-cheerful-in-2024\/6172\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reasons to Be Cheerful in 2024\" \/>\n<meta property=\"og:description\" content=\"Unless you spent 2023 hibernating under a rock you\u2019ll know that it was a big year for AI - entering the mainstream and hitting the headlines. 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