The past couple of years have been volatile, to say the least, for the marketing industry. Macroeconomic headwinds and geopolitical tensions triggered huge shifts in budgets and focus, and a little-known AI chatbot swept onto the scene to change the face of the marketing sector – nay, most sectors – overnight.

But our industry is resilient, and as we head towards the second half of 2024, omnichannel marketers are collectively anticipating growth, intending to maintain or increase spending in nearly every channel. This is according to Mediaocean's 2024 Advertising Outlook Report, which revealed the latest trends impacting our industry, including media spend, AI, and cookie depreciation. So, what's in store for H2 2024?