Current economic uncertainty has many marketers focused on the here-and-now of their media strategies, but with the speed of innovation in technology, platforms and partnerships, the next generation of media buying is looking to the industry’s future. Retail media, shoppable formats and behavioral data are reshaping how buyers close the loop.
Ahead of the TV upfronts, Ad Age asked 15 rising star media buyers what opportunities in media more brands should be seizing. Buyers welcomed the evolving creator economy and the many ways in which AI is changing the conversation around personalization, creative generation and workflow simplification.
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Olivia Rusch, Associate Director, Investment, UM
The ways in which methods for transacting media and the growth of availability of content in digital platforms are the most exciting trend in media, according to Olivia Rusch. On one hand, traditional linear content, such as live sports and events, is transitioning to streaming, giving buyers more ways to reach target audiences.
Additionally, the blurring of formats as exemplified by podcasts is an immense opportunity for brands, said Rusch.
Read more in Ad Age.