As part of its Future of Advertising 2030 series exploring how , media and creativity will evolve over the next five years, Ad Age looked at next era of media buying, speaking with leaders and experts in various facets of media to hear how they are preparing for the future, what the next iteration of buying looks like and how to navigate a marketplace where the roles of talent, agency and technology are being redefined.
Addressing how emerging technologies might transform what inventory agencies are buying, Omnicom Media Group North America CEO Ralph Pardo said the proliferation of screens and interconnected devices will increase the availability of ad-supported consumer touch points in the future. Pardo pointed to everything from smart eyeglasses with augmented reality capabilities to screen experiences in cars, which would require advanced personalization technology and bespoke strategy in order to be emotionally resonant and non-disruptive in captive environments.
While the industry makes bets on what the future of media looks like, much remains unclear about which of the strategies being set in motion will withstand the test of time. Whether a handful of media leaders command the market through AI agents or agencies evolve into creative brand consultants and trend oracles, one thing is certain—AI will dominate the future of media.
Defining where the human touch remains critical is what remains to be seen.
“The human piece is the social covenant we have with our clients to grow their businesses,” said OMG’s Pardo. You can’t always grow your business if you only talk to machines … the cornerstone of [business growth] is creativity—that’s going to be universal.”