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College Students and the Future of Media, Communication, and Advertising in Ten Years [1]Drawing inspiration from Gen Z's values and perspectives! Exploring the future of media, advertising, and promotions in 10 years.
Couldn't we utilize the real-world media usage patterns and insights of university students in our research activities concerning the future of media? This thought sparked the initiative. With the cooperation of the members of the Satoshi Shimizu Seminar at Keio University's Faculty of Business and Commerce, Dentsu Inc. Media Innovation Lab conducted a workshop in two sessions: July and December 2024.The first session involved us introducing our research to the students and orienting them on the themes we wanted them to propose. The second session featured presentations by the students to us on their proposed challenges. We would like to report on these sessions.
▼【Day1】The Current State of Advertising from Dentsu Inc. Media Innovation Lab's Perspective
▼【Day2】What Will Media, Communication, Advertising, and Sales Promotion Look Like in 10 Years? Student Perspectives
▼What Did Workshop Participants Think?
▼Trending Terms Emerge from Student Proposals: TIPA, Retail Media, and More!
【Day1】The Current State of Advertising from Dentsu Inc. Media Innovation Lab's Perspective
In July 2024, for the first workshop, lab members and volunteers from DENTSU CORPORATE ONE INC. visited Professor Satoshi Shimizu's seminar at Keio University's Mita Campus. This seminar, led by Professor Satoshi Shimizu, conducts practical marketing research centered on marketing strategy and consumer behavior theory.
First, our lab members introduced topics like " Japan's Advertising Expenditures," the " Information Media White Paper," results from past surveys and group interviews, and analysis from the "National Media Profile Survey 2023." DENTSU CORPORATE ONE INC. volunteers then covered Dentsu Group's business domains, helping participants deepen their understanding of the current state of advertising, media, and communication.
Next, we held an orientation for the workshop presentation topic. This time's theme is: "What will media, communication, or effective advertising and sales promotion look like in 10 years?"
The reason we set this theme is that, with the emergence and proliferation of various digital services, particularly among younger demographics, advertisers are increasingly requesting proposals using methods not seen before. As this trend intensifies, we believe it is meaningful to consider the future of advertising suited to the media and communication environment 10 years from now.
Therefore, our lab's goal was to encourage students to freely explore the media and communication landscape of the future with their unique perspectives, aiming to gain insights into the possibilities for advertising in the years ahead.
Finally, we held a free discussion among all participants about media usage. Among the diverse opinions exchanged, what stood out was that students watch terrestrial TV programs and commercials more than the public perception suggests, and they also go to theaters to watch movies, not just relying on subscription services.
After a five-month interval, we now arrive at the second day of the workshop.
【Day 2】What Do Students Envision for Media Communication, Advertising, and Sales Promotion in 10 Years?
For the second workshop in December 2024, we welcomed members of Professor Satoshi Shimizu's seminar to the Dentsu Inc. headquarters building. Three teams presented their ideas on the assigned topic.
Team 1 presented an idea: displaying information about the development process behind products on store shelves, customized to match the individual's characteristics and preferences, on a display-equipped shopping cart. They proposed that the screen installed on the cart, which also incorporates checkout functionality, could serve as a "win-win-win" information hub for companies, retailers, and consumers.
Their exploration of how storefronts and shopping experiences might evolve in 10 years offered hints about the future of retail media, which is currently gaining attention. The name "Encounter" (meaning "encounter") and the concept of a cart connecting the bonds between products, retailers, and companies was clear and memorable, and the logo was cute and left an impression.Furthermore, this idea gained credibility because it tested the hypothesis—that presenting background information like a product's history or the maker's dedication can drive purchases in an era of information overload and commoditization—using cluster analysis and binary logistic regression. The proposal was then developed based on these analytical results.
Proposal based on cluster analysis and binary logistic regression analysis. For consumers who value storytelling, present the background of product development; for those who prefer products with a sense of exclusivity, offer value-added product information to stimulate purchasing desire. (Photo right) Team 1 members presenting their findings.
Team 2 focused on standard and limited-edition items at restaurants, conducting a detailed analysis of how consumer personality traits and product features/characteristics influence brand evaluations such as loyalty and commitment.Their research and analysis on limited-time product strategies suggested that "personal appeal" is becoming more important than "mass appeal," and that real-time personalized advertising using integrated marketing platforms loaded with diverse data will likely become commonplace. They elevated the concept of "limited edition" to "personal appeal," also demonstrating the potential for enhancing advertising value through AI-optimized delivery and similar approaches.
As "personal appeal" gains importance, strengthening online advertising tailored to individual characteristics and situations becomes necessary. The presentation envisioned a future featuring timely, personalized ads powered by AI and the evolution of rich media like 3D and VR. (Photo right) Team 2 members presenting.
Team 3 examined how how people spend their waiting time at fast-food restaurant registers influences their purchasing intent.
Drawing insights unique to the Time Performance generation, they proposed a communication idea using a mobile app that allows customers to understand the manufacturing process during their wait time as a concrete measure to transform waiting time into a positive experience.This proposal was based on analysis showing that satisfaction increases when customers view the product manufacturing process during wait times instead of checking social media, or when they find ways to enjoy the wait. Meanwhile, based on empirical data showing young people demand time performance even from ads, they also suggested advancements like "time-efficient audio ads" that can be listened to while multitasking, short videos, and AI-powered personalized ad displays.
We strongly sensed students' heightened awareness about time—such as "not wanting to waste time" or "not wanting to spend time bored"—and this made us realize it's a crucial point to consider when thinking about the next decade.
Team 3 analyzed that time efficiency awareness will increase in media and advertising based on insights from the time-efficient generation. They presented specific ideas, such as communication concepts that boost satisfaction during wait times at fast- -food restaurants, and time-efficient audio ads that can be experienced aurally. (Photo right) Team 3 members presenting their findings.
What were the impressions of those who participated in the workshop?
After each team's presentation, feedback and comments were provided by domestic Dentsu Group employees who participated as observers and Professor Shimizu. This was followed by a free discussion involving all participants. When asked for their impressions after the workshop, the employees who provided feedback shared...
" What kind of future will unfold in 10 years? We gained tremendous inspiration and learning from the exciting worlds and ideas envisioned by the students themselves—the very people who will likely drive the market as the core consumers. "
" I was frankly surprised not only by the structure proving their hypotheses, but also by the overall organization of the materials and the ingenuity put into making explanations clear. Starting from the 'present' they feel in their daily lives, thoroughly thinking through hypotheses and challenges based on events around them and their own experiences – I believe this is also our daily routine and our starting point. "
" This was a valuable opportunity to interact with seminar students researching marketing. I hope this engagement with companies tackling real client marketing challenges also provided the seminar members with discoveries and inspiration."
Such comments were shared, indicating that the students provided many stimulating insights.
During the workshop, employees from the Dentsu Group in Japan served as observers and provided feedback following the students' presentations.
Finally, Professor Shimizu offered a concluding remark: "I believe these workshops and interactions with companies were beneficial for the students, as they gained perspectives, insights, and feedback that they wouldn't typically receive at marketing competitions they usually participate in."
Later, when we asked participating students for their impressions,
" We received eye-opening questions and feedback about our research from a practical, business perspective rather than purely academic, which was hugely valuable in helping us discover new ways of looking at things. "
"While we were focusing on proposals targeting younger demographics, the observers' perspective on how to approach the expanding senior market amid Japan's declining birthrate and aging population was also crucial. It also made me strongly want to think more deeply about the future of media – specifically, how traditional media forms will remain relevant in people's lives amidst the widespread adoption of the internet and SNS, and what unique appeal television and newspapers possess."
" Through the workshop, as a job-hunting student aspiring to enter the advertising industry, I feel I was able to enhance the resolution of my understanding within the media field."
" The discussions on the first day about the importance of advertising that appeals to the sense of hearing, and the second day's exchange of views on the future of television, were particularly memorable and fascinating. Deepening my knowledge on the first day and preparing for the second day was incredibly enjoyable and a valuable experience."
Receiving feedback like this made me strongly feel that what we implemented was meaningful.
The students' proposals also brought up intriguing terms like TIPA and retail media!
Amidst the flood of information about products and services on the internet via SNS, the proposals focusing on in-store purchasing resonated with the recent heightened attention on retail media. This reaffirmed the importance of enhancing the experiential value of the store.
Furthermore, as symbolized by the term "TIPA," there is a very high awareness of time. We also gained insight that it's not just about providing products, but that the design of the experience leading up to encountering the product is also crucial to satisfaction.
Furthermore, it was striking that every group fundamentally considered delivering personalized information and advertising tailored to individual characteristics. Advertising and promotions utilizing technologies like AI and VR are likely to become commonplace.
Building on these insights and ideas from the students, our next installment will feature an interview with Professor Shimizu about the future of media, advertising, and sales promotion in 10 years. Stay tuned!
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Author
Daisuke Nakajima
Dentsu Inc.
Dentsu Inc. Media Innovation Lab
Principal Researcher
Currently in this position since 2023. As a researcher, I am broadly responsible for studies on the advertising market and analyzing and researching consumer media trends. Having developed an interest in mental health from personal experience, I have also been affiliated with the Dentsu Inc. Mental Health Lab since 2022. I love clothes, was born in Tokyo, and support a Fukuoka soccer team.
Series
dentsu Media Innovation Lab
Dentsu Inc.
Launched in October 2017, leveraging Dentsu Inc.'s longstanding media and audience research expertise. Conducts research and disseminates insights to capture shifts in people's diverse information behaviors and understand the broader media landscape. Provides proposals and consulting on the communication approaches companies need within this context.
SeriesInsight MemoSpecial Discussion: "Japan's Advertising Expenditures"Explore the Amazing World of YouTube Creators with UUUMInformation Media White Paper 2024: The Rapidly Changing Media Environment and ConsumersLife Stage Matters More Than Age!? Analyzing Women's Media Behavior in the Age of Diversity100 years since its birth. Radio, today...College Students and the Future of Media, Communication, and Advertising in Ten YearsInformation Media White Paper 2025: New Horizons in Communication Shaping the FutureAlso read
▼【Day1】The Current State of Advertising from Dentsu Inc. Media Innovation Lab's Perspective
▼【Day2】What Will Media, Communication, Advertising, and Sales Promotion Look Like in 10 Years? Student Perspectives
▼What Did Workshop Participants Think?
▼Trending Terms Emerge from Student Proposals: TIPA, Retail Media, and More!
【Day1】The Current State of Advertising from Dentsu Inc. Media Innovation Lab's Perspective
In July 2024, for the first workshop, lab members and volunteers from DENTSU CORPORATE ONE INC. visited Professor Satoshi Shimizu's seminar at Keio University's Mita Campus. This seminar, led by Professor Satoshi Shimizu, conducts practical marketing research centered on marketing strategy and consumer behavior theory.
First, our lab members introduced topics like " Japan's Advertising Expenditures," the " Information Media White Paper," results from past surveys and group interviews, and analysis from the "National Media Profile Survey 2023." DENTSU CORPORATE ONE INC. volunteers then covered Dentsu Group's business domains, helping participants deepen their understanding of the current state of advertising, media, and communication.
Next, we held an orientation for the workshop presentation topic. This time's theme is: "What will media, communication, or effective advertising and sales promotion look like in 10 years?"
The reason we set this theme is that, with the emergence and proliferation of various digital services, particularly among younger demographics, advertisers are increasingly requesting proposals using methods not seen before. As this trend intensifies, we believe it is meaningful to consider the future of advertising suited to the media and communication environment 10 years from now.
Therefore, our lab's goal was to encourage students to freely explore the media and communication landscape of the future with their unique perspectives, aiming to gain insights into the possibilities for advertising in the years ahead.
Finally, we held a free discussion among all participants about media usage. Among the diverse opinions exchanged, what stood out was that students watch terrestrial TV programs and commercials more than the public perception suggests, and they also go to theaters to watch movies, not just relying on subscription services.
After a five-month interval, we now arrive at the second day of the workshop.
【Day 2】What Do Students Envision for Media Communication, Advertising, and Sales Promotion in 10 Years?
For the second workshop in December 2024, we welcomed members of Professor Satoshi Shimizu's seminar to the Dentsu Inc. headquarters building. Three teams presented their ideas on the assigned topic.
Team 1 presented an idea: displaying information about the development process behind products on store shelves, customized to match the individual's characteristics and preferences, on a display-equipped shopping cart. They proposed that the screen installed on the cart, which also incorporates checkout functionality, could serve as a "win-win-win" information hub for companies, retailers, and consumers.
Their exploration of how storefronts and shopping experiences might evolve in 10 years offered hints about the future of retail media, which is currently gaining attention. The name "Encounter" (meaning "encounter") and the concept of a cart connecting the bonds between products, retailers, and companies was clear and memorable, and the logo was cute and left an impression.Furthermore, this idea gained credibility because it tested the hypothesis—that presenting background information like a product's history or the maker's dedication can drive purchases in an era of information overload and commoditization—using cluster analysis and binary logistic regression. The proposal was then developed based on these analytical results.
Team 2 focused on standard and limited-edition items at restaurants, conducting a detailed analysis of how consumer personality traits and product features/characteristics influence brand evaluations such as loyalty and commitment.Their research and analysis on limited-time product strategies suggested that "personal appeal" is becoming more important than "mass appeal," and that real-time personalized advertising using integrated marketing platforms loaded with diverse data will likely become commonplace. They elevated the concept of "limited edition" to "personal appeal," also demonstrating the potential for enhancing advertising value through AI-optimized delivery and similar approaches.
Team 3 examined how how people spend their waiting time at fast-food restaurant registers influences their purchasing intent.
Drawing insights unique to the Time Performance generation, they proposed a communication idea using a mobile app that allows customers to understand the manufacturing process during their wait time as a concrete measure to transform waiting time into a positive experience.This proposal was based on analysis showing that satisfaction increases when customers view the product manufacturing process during wait times instead of checking social media, or when they find ways to enjoy the wait. Meanwhile, based on empirical data showing young people demand time performance even from ads, they also suggested advancements like "time-efficient audio ads" that can be listened to while multitasking, short videos, and AI-powered personalized ad displays.
We strongly sensed students' heightened awareness about time—such as "not wanting to waste time" or "not wanting to spend time bored"—and this made us realize it's a crucial point to consider when thinking about the next decade.
Team 3 analyzed that time efficiency awareness will increase in media and advertising based on insights from the time-efficient generation. They presented specific ideas, such as communication concepts that boost satisfaction during wait times at fast- -food restaurants, and time-efficient audio ads that can be experienced aurally. (Photo right) Team 3 members presenting their findings.
What were the impressions of those who participated in the workshop?
After each team's presentation, feedback and comments were provided by domestic Dentsu Group employees who participated as observers and Professor Shimizu. This was followed by a free discussion involving all participants. When asked for their impressions after the workshop, the employees who provided feedback shared...
" What kind of future will unfold in 10 years? We gained tremendous inspiration and learning from the exciting worlds and ideas envisioned by the students themselves—the very people who will likely drive the market as the core consumers. "
" I was frankly surprised not only by the structure proving their hypotheses, but also by the overall organization of the materials and the ingenuity put into making explanations clear. Starting from the 'present' they feel in their daily lives, thoroughly thinking through hypotheses and challenges based on events around them and their own experiences – I believe this is also our daily routine and our starting point. "
" This was a valuable opportunity to interact with seminar students researching marketing. I hope this engagement with companies tackling real client marketing challenges also provided the seminar members with discoveries and inspiration."
Such comments were shared, indicating that the students provided many stimulating insights.
Later, when we asked participating students for their impressions,
" We received eye-opening questions and feedback about our research from a practical, business perspective rather than purely academic, which was hugely valuable in helping us discover new ways of looking at things. "
"While we were focusing on proposals targeting younger demographics, the observers' perspective on how to approach the expanding senior market amid Japan's declining birthrate and aging population was also crucial. It also made me strongly want to think more deeply about the future of media – specifically, how traditional media forms will remain relevant in people's lives amidst the widespread adoption of the internet and SNS, and what unique appeal television and newspapers possess."
" Through the workshop, as a job-hunting student aspiring to enter the advertising industry, I feel I was able to enhance the resolution of my understanding within the media field."
" The discussions on the first day about the importance of advertising that appeals to the sense of hearing, and the second day's exchange of views on the future of television, were particularly memorable and fascinating. Deepening my knowledge on the first day and preparing for the second day was incredibly enjoyable and a valuable experience."
Receiving feedback like this made me strongly feel that what we implemented was meaningful.
The students' proposals also brought up intriguing terms like TIPA and retail media!
Amidst the flood of information about products and services on the internet via SNS, the proposals focusing on in-store purchasing resonated with the recent heightened attention on retail media. This reaffirmed the importance of enhancing the experiential value of the store.
Furthermore, as symbolized by the term "TIPA," there is a very high awareness of time. We also gained insight that it's not just about providing products, but that the design of the experience leading up to encountering the product is also crucial to satisfaction.
Furthermore, it was striking that every group fundamentally considered delivering personalized information and advertising tailored to individual characteristics. Advertising and promotions utilizing technologies like AI and VR are likely to become commonplace.
Building on these insights and ideas from the students, our next installment will feature an interview with Professor Shimizu about the future of media, advertising, and sales promotion in 10 years. Stay tuned!
Was this article helpful?
Share this article
Newsletter registration is here
We select and publish important news every day
For inquiries about this article
Author
Daisuke Nakajima
Dentsu Inc.
Dentsu Inc. Media Innovation Lab
Principal Researcher
Currently in this position since 2023. As a researcher, I am broadly responsible for studies on the advertising market and analyzing and researching consumer media trends. Having developed an interest in mental health from personal experience, I have also been affiliated with the Dentsu Inc. Mental Health Lab since 2022. I love clothes, was born in Tokyo, and support a Fukuoka soccer team.
dentsu Media Innovation Lab
Dentsu Inc.
Launched in October 2017, leveraging Dentsu Inc.'s longstanding media and audience research expertise. Conducts research and disseminates insights to capture shifts in people's diverse information behaviors and understand the broader media landscape. Provides proposals and consulting on the communication approaches companies need within this context.
Insight MemoSpecial Discussion: "Japan's Advertising Expenditures"Explore the Amazing World of YouTube Creators with UUUMInformation Media White Paper 2024: The Rapidly Changing Media Environment and ConsumersLife Stage Matters More Than Age!? Analyzing Women's Media Behavior in the Age of Diversity100 years since its birth. Radio, today...College Students and the Future of Media, Communication, and Advertising in Ten YearsInformation Media White Paper 2025: New Horizons in Communication Shaping the Future
