By David Lawrence, Managing Director

This week, the annual DPP Leaders Briefing gave the stage to senior business and tech leaders from broadcasters, content creators and digital/social platforms. Each shared their top three strategic priorities for the year ahead. While the perspectives were wide ranging, there were some clear trends that carry significant implications for tech marketers.

The detail stays firmly in the room. Here’s a take on some of the overarching themes – the Five Cs – for tech marketers.

Change

Change has always driven innovation, but across the media its pace and breadth is only accelerating. AI continues to be front of mind, of course. Monetisation models are shifting. Devices and platforms are multiplying. Content workflows are evolving more ways to adapt in real-time. Risk and security pressures continue to rise. Cultural expectations are evolving rapidly. These forces are not happening in sequence. They are happening all at once. For marketers, that means telling a story rooted in helping buyers benefit from change (and even help to build systems that are designed for change).

Control

Across the media industry, the desire for greater control is unmistakable. Creatives want tools that give them more influence over how their work shows up in front of audiences. Business leaders want to ensure AI is being applied to the right challenges and opportunities. And audiences themselves have never had more access to great content (whenever and however they want to consume it). For tech companies, there’s an opportunity to talk about how your solution brings greater control.

Cost (showing value)

Cost discipline remains central. Media business leaders are focused on balancing smart investment with measurable return. Technology continues to be essential in optimising resources and driving efficiency. Value must be clearly articulated. Marketing must help buyers see the connection between innovation and business outcomes.

Clarity

For vendors, clarity has never mattered more. Marketing and communications must genuinely put the buyer first by understanding the real customer conversation. Buyers want straight talk. They want to hear what truly matters to them. Authenticity is a differentiator.

Collaboration

Last but by no means least, collaboration is only growing in importance. Supporting true engagement between vendors, partners and buyers means marketing is about more than just capturing attention. It means forging partnerships, having a voice, sharing genuine insight, demonstrating outcomes and contributing meaningfully to industry learning.

2026 will bring continued change that will generate real opportunities for media tech brands to stand out. 

The points above are some overarching trends but it’s always important to zoom in on the specific audiences, markets and trends that surround individual products and services. 

Drop us a line to discuss how you can take advantage.