"As new technologies like generative AI reshape markets, and client needs evolve along with them, agencies are looking beyond traditional sectors to new avenues of growth. From healthcare innovations to the rise of connected media and sustainable consumer brands, fresh opportunities are emerging across every industry. Agencies that thrive will identify where inevitable change intersects with unmet need and position themselves as strategic partners, helping clients tap novel revenue sources."
"Agencies will continue to see major growth opportunities in Connected TV over the next few years. As streaming continues to dominate, CTV has evolved from an experimental add-on into a strategic bridge between digital precision and broadcast storytelling. Advances in unified audience IDs and attribution are finally giving advertisers much-needed clarity to connect campaigns to measurable outcomes. - Jeff Kaplan, TARA Media"
Rapid technology shifts, including generative AI and streaming, are creating new market opportunities across industries. Agencies can capture growth by focusing on areas where inevitable change meets unmet client needs and by positioning as strategic partners to unlock novel revenue. Key spaces include Connected TV, which bridges digital precision and broadcast storytelling through unified audience IDs and improved attribution; healthcare, where expanding treatments and care options increase demand for marketing support; and industrial automation and reshoring, where manufacturers need branding, digital demand generation, account-based strategies, cost calculators, customer stories and channel co-marketing to prove ROI and drive high-value sales.
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