"The gap between analysis and activation is structural, and it is costing brands at scale. Fixing it requires rethinking not just the tools planners use, but the architecture of the planning process itself."
"Automating a broken workflow does not fix it. The more interesting question is not how AI can help teams do the same things faster, but what it now makes genuinely possible that wasn't before."
"Granular, territory-level plans that account for physical mobility data alongside digital behaviours and dynamic audience recommendations that adapt to local market signals represent a meaningfully different ambition than automation."
"Handing part of the strategic process to an AI system raises a question the industry has not yet addressed: how to ensure transparency and accountability in AI-driven decision-making."
The advertising industry faces a significant gap between planning and activation, primarily due to an inability to act on rich insights. A Forrester & Amplified study indicates that 37% of advertising spend is ineffective, largely due to fragmented signals and tools. Addressing this issue requires rethinking the planning process and tools rather than merely automating existing workflows. The focus should shift from speed and efficiency to leveraging AI for innovative strategies that integrate physical and digital behaviors, creating a unified workflow for better campaign execution.
Read at Exchangewire
Unable to calculate read time
Collection
[
|
...
]