Artificial intelligence (AI) has significantly changed the field of media planning, providing tools that improve efficiency, reduce workload, and offer deeper analytical insights. However, while the possibilities are exciting, AI isn’t without its challenges, and one concerning one is loss of creativity and human touch. Creativity Challenges AI’s ability to replicate human interaction is impressive.…

Trust, privacy, and ethics are the foundation of effective marketing. Trust is built when consumers have positive experiences and believe a brand prioritises their best interests. However, this trust is fragile and can be easily undermined by privacy breaches or unethical practices. Increasingly, consumers are becoming more aware and critical of these issues. According to…

Media planning is challenging in today’s fast-changing world. For media planning, the task is even more complex, as we navigate diverse markets, platforms, and consumer behaviours. Looking at the current landscape, what are the biggest barriers? Media Fragmentation Media fragmentation offers both opportunities and challenges for advertisers. On the one hand, the spread of audiences…