Algorithmic Planning Pivot

Algorithm availability is becoming crucial for brands, requiring a shift towards algorithm-based content and planning.

Themes

AI-Driven Transformation , The Blurring of Physical and Digital Realities

Timeframe

near-term

Subcategories

Artificial Intelligence Brand Management Business Strategy Marketing

Impact areas

Algorithm-based Advertising Content Optimization Creative and Media Integration Marketing Strategy Media Planning

Detailed Analysis

In the algorithmic era of media, algorithm availability is as important as physical and mental availability. Brands must adapt their planning and optimization strategies to leverage algorithms effectively. The report emphasizes that "Both brand and performance will be balanced as AI helps to decide what messages will work best for each audience at what time."

Context Signals

Platforms use algorithms to curate personalized content feeds. Automation will combine targeting, prospecting, and propensity in campaigns. Algorithm-based creative content (ABCs) will optimize creative material based on media performance.

Edge

The rise of 'algorithm planners' and 'ecosystem specialists' in marketing. Development of scaled, bespoke brand algorithms leveraging brand data. ABCs will enable a more sustainable and audience-centric content model.

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