As 2024 comes to an end, Media in Canada is reaching out to media leaders to take stock of which trends and innovations had created the most change in the industry this past year, and where the industry is moving, looking forward to 2025. Today, we feature Kevin Johnson (pictured on the left), CEO of GroupM Canada and Ben Seaton (pictured on the right), CEO of UM. Check out yesterday’s Year in Review with Robert Jenkyn, president of Horizon Media, and Nikki Stone, CEO of Wavemaker Canada.

If you, or the industry, could go back and re-do one thing in 2024, what would it be?

Kevin Johnson: Shoppers now move between digital, in-store, and social channels, but the experience can feel fragmented. This disconnect creates inefficiencies for brands trying to meet them at the right touchpoints.

The industry has a key role in addressing this by providing real-time data and better cross-platform coordination. We need to ruthlessly prioritize how to collaboratively create cohesive omnichannel strategies, and we need to do it with speed and rigor.

Ben Seaton: 2024 was a year of massive change in the media landscape. We saw a shift in consumer behaviour, the rise of new technologies, and a constant evolution in how we reach audiences. Navigating it meant investing heavily in media research and development to deeply understand how consumers were interacting within different channels, how technology was shaping their experiences, and how we could best reach them with relevant and engaging content. We had to embrace a more agile and adaptable way of working to navigate the evolving landscape and unlock growth opportunities by identifying and seizing opportunities in real time.  It also meant building even stronger partnerships with both our client and media community so that, collectively, we were able to develop innovative solutions that drove results. A 2024 re-do would see us amplify those drivers to create even greater white space opportunities.

What did you observe as being one of the more surprising events, trends, shifts, or demands over the last year?

KJ: While the popularity of streaming comes as no surprise, its soaring demand has exceeded expectations. This rapid growth has disrupted traditional media, creating new opportunities—and complexities—for advertisers. Brands are now rethinking how to prioritize flexibility and are adapting to a fragmented landscape. Beyond platform preferences, streaming has transformed how audiences engage with content and ads, solidifying its place as a cornerstone of modern media.

BS: One of the most surprising developments in 2024 was the re-emergence of “human-centric” marketing. While AI made huge strides in automating tasks and personalizing experiences, consumers had a renewed craving for authenticity and genuine human connection. They wanted brands that felt real, that understood their values, and that were willing to engage with them on a deeper level. This trend reminds us that advertising is ultimately about people and that genuine human connection is the key to building lasting relationships with consumers.

This shift demanded a renewed focus on a few things: 1) Empathetic storytelling to understand and respond to the emotional needs of consumers to build trust and loyalty; 2) Human-centered creativity. While AI can analyze data and automate tasks, it can’t replicate the empathy, creativity, and emotional intelligence that humans bring to the table. Its essential to use AI to enhance human creativity, not to replace it.; and finally 3) Building genuine relationships so people feel understood, valued and heard.  They want to connect with brands that share their values and that are willing to engage with them on a personal level. We focused on creating meaningful connections with consumers, not just transactions.

If you could bet on the next big media opportunity for advertisers in 2025, what would it be?

KJ: The power of sports is going to continue being a game-changer in 2025. It’s not just about men’s sports anymore—women’s sports are on the rise, as 2.9 million Canadian viewers tuned in for the Professional Women’s Hockey League debut and Toronto is welcoming a WNBA team to the league in 2026. The entire sports ecosystem offers a unique opportunity to connect with audiences on a deeply emotional level, as it fosters loyalty and engagement, making it a powerful platform for brands to build authentic connections.

In parallel, automation and AI will continue to revolutionize the media landscape. From consumer insights to planning and execution, integrating AI across the entire process will enable advertisers to anticipate needs, personalize experiences, and maximize efficiency.

BS: The next big thing is the “experience economy.”  This isn’t about one specific technology; it’s the convergence of tech to create and democratize the experiences we crave. We need to move beyond simply delivering messages and start delivering moments, with brands uniquely woven into the fabric of experience. It’s about creating experiences that are so memorable, so engaging, and so meaningful that they become part of people’s lives.

Given the rapid advancements in AI and the increasing focus on personalized experiences, you could see it coming to life in a number of ways, including: AI-powered virtual and augmented reality creating highly personalized and engaging experiences for consumers; AI-driven interactive storytelling to create dynamic and personalized narratives that adapt to user choices; leveraging AI to create more personalized and interactive social experiences.