Jonny Whitehead, Strategy Director at Skyrise, dives deeper into the importance of blending the principles of marketing effectiveness with new technology for future proof media planning
As we venture into the next era of media planning and buying, a confluence of technological advancements and a renaissance of traditional marketing principles are poised to redefine the landscape.
The integration of Artificial Intelligence (AI), the strategic use of geo-temporal data, and a renewed emphasis on the fundamental principles of media effectiveness are at the forefront of this transformation.
A renaissance of media effectiveness principles
While technology propels the industry forward, the future of media planning also heralds a return to the core principles of marketing effectiveness. This shift is driven by the recognition that technology alone cannot guarantee campaign success. That is not a rejection of innovation but a reminder that technology should serve as a means to an end, not the end itself.
Fundamental strategies such as reaching a broad audience, ensuring ad visibility, and building brand awareness remain critical. The aim is to enhance engagement, build meaningful connections, and ultimately drive conversions and loyalty.
This approach acknowledges that despite the sophistication of targeting capabilities, the basic objectives of advertising remain: to inform, persuade, and remind. Brands that embrace this dual focus on innovation and foundational principles are positioned to create campaigns that resonate on a deeper level with their audience, transcending the noise of the digital age.
The expanding role of AI in media planning
AI is set to revolutionise media planning by enabling more sophisticated data analysis, predictive modelling, and automated decision-making processes. It will enhance the ability to forecast consumer behaviour, optimise media mix models, and personalise advertisements at an unprecedented scale.
AI’s influence extends beyond just data analysis; it’s reshaping how media planners interact with and understand their audiences. Through machine learning algorithms, AI can identify patterns and insights within vast datasets that would be impossible for humans to discern, offering a predictive lens into consumer behaviour.
This ability enables more accurate targeting, personalization, and timing of advertisements, ensuring that marketing efforts are not just seen but are also impactful. AI-powered tools can automate routine tasks, freeing media planners to focus on strategy and creative execution. This blend of human creativity with AI’s efficiency and precision heralds a new era of media planning where decisions are data-informed and strategically driven.
Geo-temporal data: unlocking contextual relevance
The precision offered by geo-temporal data introduces a nuanced understanding of consumer movements and habits. This data doesn’t just reveal location; it provides context. It transforms raw data into actionable insights.
For example, understanding that a significant portion of your target audience frequents certain locations at specific times can guide not only where but also when ads should be shown, by maximising visibility and relevance.
In outdoor advertising, this means selecting billboards and screens that coincide with audience movement patterns, ensuring that campaigns reach their intended audience in the right physical and temporal context. The application of geo-temporal data isn’t limited to outdoor advertising; it’s equally valuable in digital spaces, where timing and relevance significantly impact consumer engagement and conversion rates.
Navigating challenges and opportunities
As the landscape evolves, media planners face both challenges and opportunities. Data privacy concerns and the impending obsolescence of cookies demand a shift towards more ethical and sustainable data practices.
Here, AI and geo-temporal data offer a path forward, enabling effective targeting and personalization within privacy-compliant frameworks. Moreover, the integration of these technologies with traditional media planning principles offers a holistic approach that balances the art and science of advertising.
Looking ahead, the future will likely be characterised by an integrated approach that leverages AI and geo-temporal data to inform strategies grounded in the timeless principles of media effectiveness. This integration will not only enhance the precision and impact of campaigns but also foster a deeper understanding of consumer behaviour and media consumption patterns.
As technology continues to evolve, so too will the tools and methodologies at the disposal of media planners. However, the constant amid this change will be the underlying goal of creating campaigns that resonate with audiences on a human level.
By marrying cutting-edge technologies and capabilities with the enduring principles of effective media planning, advertisers can navigate the complexities of the modern media landscape while staying true to the core objectives of advertising.
In this new era, success in media planning will require a balance of technological proficiency and a deep understanding of human behaviour and marketing fundamentals. Those who can navigate this balance will lead the way, crafting campaigns that are not only technologically sophisticated but also deeply human and effective at their core.
The future of media planning is not just about embracing new technologies but about using those technologies to enhance our ability to connect with and engage audiences in meaningful ways.
