Three Trends to Look For in 2024: Kriti Jetley – Channel Factory

We ask industry leaders to give us their take on what’s to come in the year ahead and reflect on the year that’s passed.

As the great Prince once sang, “I have seen the future, and it will be.”

With the New Year just passed, and another trip around the sun completed, it’s that time once again to take a peek into the future and offer up what we think it will be.

As part of an annual series, we asked industry leaders what they see coming in the year ahead while also looking at the year just passed.


Next up is Kriti Jetley, Head of Sales, Southeast Asia at Channel Factory taking a look ahead, a look back, and at the fate of her New Year’s resolution for 2023.

Looking Ahead

What are three trends to look for in the coming year?

1. Attention

Attention is the hottest new currency on everyone’s mind, and for good reason. This metric is one that’s gotten a lot of buzz over the past few years, and the hype ramped up to an all-time high in 2023.


I suspect this is because the fight for attention is more fraught than ever. Consumers only have so many hours in a day, and we all know that simply bombarding them with ads is no way to achieve the kind of attention we want and need from them. Attention is not viewability – this is something I think everyone has well and truly understood this year.

However, in 2024, I hope to see a movement beyond “test and learn”. This phase of the conversation should be over – there are plenty of solutions out there and most companies have already dabbled in the space to try and see what works for them. Instead, I would like to see more implementation of attention as a firm metric.

Attention will only become more imperative in 2024 with the industry striving for growth in the next year. This push for growth will see big brands and agencies start prioritising attention as a measurement and a purchasing currency. The massive leaps and bounds that have happened in the technology used to measure attention in all its manifestations are also strong signs indicating that this space is going to be a defining trend in 2024.

2. Creators

Everyone knows the creator economy is here to stay. What I do think will change over the next 12 months are new monetisation models that are transforming the ways in which brands and creators can work with each other.

Monetisation models such as subscriptions and fan contributions are early signs of how creators can better diversify their revenue streams. These models also offer opportunities to brands, and those companies that think more creatively about how they can help support the creators that fit into their niche will see more success from these partnerships.

“Attention will only become more imperative in 2024 with the industry striving for growth in the next year. This push for growth will see big brands and agencies start prioritising attention as a measurement and a purchasing currency.”

User generated content (UGC) will continue to rise in 2024, and will undoubtedly disrupt the ways brands reach their audiences. Platforms such as YouTube, Facebook and TikTok have made massive strides in the creator economy space in the last year – every single one of us should be keeping a close eye on what these companies are working on to ensure we’re ahead of the curve when it comes to creators.

3. New technology

I would be remiss if I left AI off the list of major trends to keep an eye on in 2024. We all know AI will be a major part of our roles over the next year, as we all figure out how best to use this technology in our lives.

We have already seen a lot of improvement in this space over the past 12 months. Changes to AI and machine learning have made video advertising more effective and powerful than ever. Targeting, budget optimisation and campaign performance management have all been incredibly impacted by the rise of AI recently.

So if 2023 was the year that all of us gave AI a go, then 2024 will be the year that we won’t be able to go without it. Correspondingly, I think we’ll see renewed scrutiny on how it’s being used in this industry. In my field in particular, I’m concerned about AI’s tendency to create biases regarding diverse creators and communities. Being conscious of the limitations of this technology should empower us to find ways to work around them.

Moving forward, I would like to see AI tools be co-created in partnership with more representative and diverse people involved, particularly at key decision-making points. If more AI tools can be created with the promotion of diverse creators and audiences in mind, we should be able to address these biases and promote a culture of inclusivity within the whole advertising industry.

Looking Back

Your favourite trend of 2023

Retail media in Southeast Asia in particular is ripe for opportunity. This is one of the biggest markets for retail media, which is something I think we should all be proud of. In the past 12 months, we’ve seen huge strides in platforms as well as e-commerce players finding new ways to monetise their businesses.

The way this space has changed recently has been absolutely fascinating, and keeping an eye on the leaders, such as Amazon, is well worthwhile.

What was your 2023 New Year’s Resolution and did you keep it?

One of my resolutions was to spend less time on social media platforms. At some point, I was spending more than an hour on TikTok and Instagram a day (seriously) which was a little out of control.

Unfortunately, I didn’t get to keep it :(

Check out our Three Trends series here.

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