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Opinion

There’s a misconception that planning fewer ads in order to reduce waste will lead to poorer results. But with intelligent modelling, strategic data partnerships and more metrics available, we can make ads more efficient and more effective.

For small businesses, AI opens the door to omnichannel strategies that incorporate TV and the prospect of using machine learning to develop media plans for regional audiences. This could reshape media mix modelling by making location a central pillar.

So we recently found that it’s the sum, not the parts, that drives results when it comes to attention. But what about frequency? Andrew Ehrenberg, Erik du Plessis and toddlers all teach us something here.