emerging
Algorithmic Media Planning
Algorithm availability is becoming crucial for brands, impacting how stories reach audiences and drive business outcomes.
Themes
Timeframe
near-term
Impact areas
Detailed Analysis
The media landscape is shifting to the algorithm era, where AI balances brand building and performance metrics. Algorithms determine content visibility, and marketers must adapt their planning and optimization strategies. Campaigns will increasingly use automation for targeting, prospecting, and propensity, potentially uncovering new growth opportunities.
Context Signals
Platforms use algorithms to deliver personalized content.
Manual audience selection becomes less effective as people move between cohorts.
Algorithm-based creative content (ABCs) will optimize creative material based on media performance.
Edge
The need for algorithm planners and ecosystem specialists will rise.
Scaled, bespoke brand algorithms will be developed using brand data.
ABCs will move brands closer to a zero-waste model, enhancing sustainability.
