Advertising is in flux and no longer adheres to traditional formats. According to Carrie Drinkwater from Dentsu, it’s high time we challenge our long-held notions about how media should be planned, purchased, and evaluated.
Back in 1801, Scottish engineer William Playfair gifted us the pie chart—a quaint historical nugget that remains surprisingly relevant for visualizing media investments well into 2025. However, clinging to a 200-year-old tool to understand modern audience engagement highlights a significant disconnect that we can no longer afford.
The Need for Human Insights
In this era defined by rapid technological advancement and data-driven insights, we must **prioritize human expertise** to navigate an increasingly complex media landscape. Clients are seeking agility and deep insights, and it is the responsibility of agencies to step up as knowledgeable stewards, creating vital connections between brands and their consumers.
Simply put, as we adapt to a volatile global climate, understanding the nuances of consumer behavior has never been more critical. The effectiveness of AI and algorithms is undeniable, but they cannot fully replicate the intricacies of human interaction, particularly when it comes to cultivating trust and rapport.
Consider this: during a recent YouTube podcast, I found myself clicking ‘purchase’ within 45 seconds of hearing an advertisement. Was it audio, video, or influencer marketing? It doesn’t matter. What matters is that this encounter defied traditional categorization, suggesting that our media experiences are far more fluid than any pie chart can depict.
Rethinking Media Strategies
As we approach this year’s upfronts—where networks and streaming services showcase their upcoming programming—it’s time to fundamentally rethink how we approach media planning and investment. Traditional media models no longer encompass the complexities of consumer engagement.
Media companies are evolving into rich ecosystems that span multiple platforms and cultural touchpoints. It’s essential to recognize that our current methodologies are inadequate and must transition from rigid daypart planning to adaptive strategies that prioritize **impact and flexibility**.
Embracing Change
Brands must take an **audience-first approach** that focuses on partnerships and platforms rather than antiquated categories. This evolution includes forming tailored upfront deals that transcend the simplistic dichotomy of linear versus streaming content. These customized messaging strategies should resonate deeply, break through the clutter, and embed themselves in cultural conversations.
The rise of Connected TV (CTV) has opened up incredible avenues for brands, offering unparalleled quality, reach, and the ability to engage consumers during memorable moments, from live sports to must-see entertainment. As spending shifts from direct to programmatic advertising, we are witnessing a trend toward flexible investment agreements—paving the way for real-time budget optimization.
Capturing the Gen Z Audience
Interestingly, younger consumers, particularly Gen Z, are increasingly drawn to live events through social media engagement. According to Deloitte, nearly half of Gen Z sports fans reported tuning in to live events after following their favorite athletes on social platforms. This shift illustrates a transformation in media dynamics and consumer behavior.
In today’s unpredictable environment, agility and adaptability are paramount. Brands should maintain a focus on long-term growth while also pursuing immediate performance goals, striking a delicate balance between these two objectives will allow for sustainable advancement amid uncertainty.
Rethinking the Funnel
As ironic as it may sound, even the media funnel—a model created by E. St. Elmo Lewis in 1898—is at risk in our quest for short-term gains. Focusing solely on immediate results can lead to a metaphorical cylinder—seemingly efficient, yet incapable of fostering long-term growth.
While I may have a nostalgic appreciation for time-honored marketing frameworks, it’s crucial that we evolve. Let’s strive to move beyond outdated visuals and methodologies. We should invest not just where content is hosted but where it truly resonates and builds trust. Rather than measuring success by geometric shapes, let’s focus on the **impact** our strategies have in the real world.
Ultimately, this evolution is a commitment we owe to our brands—and, more importantly, to the consumers we strive to engage.
