Social platforms promised reach. What they delivered was dependence, collapse and lost audiences. Media owners, advertisers and agencies now face the same trap with AI.
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AI is capable of data-crunching on a colossal scale to identify patterns and anticipate demand. Imagine this scaled across entire transport infrastructures, reducing delays, cutting wait times and smoothing the movement of people.
Media planners need to use data, analysis and good old-fashioned common sense and judgement as a trusted advisor to advertisers, not as a credulous spinner of the established narrative or for commercial gain.
Havas Media Network UK’s chief digital officer speaks to host Jack Benjamin about how AI search will make upper-funnel brand strategies more important and why publishers would be wise to lean in to the new era of search even if it puts them at a disadvantage.
Every media channel is seemingly a Swiss Army knife that can do everything now, but we’ve forgotten that channels have their own special set of superpowers. Let’s look at OOH to understand the problem.
Any improvements in measurement should be welcomed. But what if Barb’s development does more harm than good? Does reporting on just 200 channels actually say anything?
Brand Insights AI aims to empower brands to understand and optimise their presence on leading large-language models used for AI search.
What does it say about confidence in our industry that we still have to give marketers guidance about how to run fair pitch processes?
| Maria Iu
The holding group reported a decline in revenue and profit, halved its dividend and announced a strategic review.
The advertiser trade body has released a Pitch Consultant Guide to encourage brands to consider value, transparency and capability, not just cost, in the agency selection process.