emerging
Abundant Media Planning
The increasing diversity of media channels presents opportunities for brands to drive growth through strategic combinations, requiring holistic planning and adaptation to platform-specific algorithms.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
The media landscape is becoming increasingly complex and diverse, offering a plethora of options for brands. This abundance requires a shift in planning strategies, moving beyond simple channel selection to a more holistic approach. As the report states, "Planning holistically and choosing the right combination will be different for every brand and vary by context and objective." This emphasizes the need for customized strategies based on specific brand goals and target audiences.
Context Signals
Shifting spend and sentiment towards social, influencers, podcasts, and gaming.
Need for new tactics for brand building in platforms with fleeting attention.
Increased reliance on AI for campaign management and automation.
Edge
Development of specialized planning tools and platforms to manage complex media mixes.
Emergence of new roles focused on cross-platform campaign optimization.
Increased demand for data analytics and attribution modeling to measure effectiveness across channels.
