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    Media Planning

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    5 receipts on Media Planning

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    RECEIPT #MARK-R

    NOV 19, 2024

    Too early to tell.

    PREDICTION BY

    Mark Ritson
    “I think by the 2030s, we will be looking at systems that do that for us … It eliminates a lot of the media planning, it eliminates a lot of strategic planning that many of us have done for our whole lives. Ironically, I don't think it eliminates the need for big creative agencies; I think humans will always do that better. But the rest of it is, I think, a very interesting proposition, and it's coming more quickly than we think.”

    FOLLOW-UP

    Ritson predicts this will happen by the 2030s or within five years. It is too early to judge the outcome.

    ORIGINAL SOURCE

    Mi3
    AIMarketingMedia Planning

    RECEIPT #MARK-R

    NOV 19, 2024

    Too early to tell.

    PREDICTION BY

    Mark Ritson
    “Virtual professor Mark Ritson reckons key strategic marketing planning functions face automation within five years or so. AI-powered automation is coming for marketing functions faster than many realise – with ad and promotion-focused marketers facing ‘a crisis’ as a result.”

    FOLLOW-UP

    As of mid-2026, automated media planning tools have expanded, and in-housing continues, aligning with the direction of Ritson's prediction. However, strategic media planning is not 'eliminated,' and the full crisis for promotion-focused marketers is still emerging. Given the forecast horizon is late 2020s/early 2030s, it is too early for a definitive judgment.

    ORIGINAL SOURCE

    Mi3
    AIAutomationStrategic PlanningMedia Planning

    RECEIPT #MARK-R

    NOV 19, 2024

    Too early to tell.

    PREDICTION BY

    Mark Ritson
    “I think by the 2030s … strategic media planning [will be] ‘eliminated’”

    FOLLOW-UP

    The prediction is about the 2030s, so it is too early to judge its accuracy.

    ORIGINAL SOURCE

    Mi3
    AIMedia Planning

    RECEIPT #MARK-R

    NOV 19, 2024

    Too early to tell.

    PREDICTION BY

    Mark Ritson
    “I think by the 2030s ... It eliminates a lot of the media planning, it eliminates a lot of strategic planning that many of us have done for our whole lives.”

    FOLLOW-UP

    The prediction's timeframe extends into the 2030s, making it too early for a definitive judgment. While AI is augmenting media and strategic planning, 'elimination' is a strong claim yet to be realized.

    ORIGINAL SOURCE

    www.mi-3.com.au
    AIMedia PlanningStrategic Planning

    RECEIPT #ARI-PA

    MAR 18, 2024

    Story still evolving.

    PREDICTION BY

    Ari Paparo
    “AI is a lever that will enable fewer humans to do tasks for clients with more efficiency and effectiveness. But some tasks will also be automated out of existence.” ... “Candidates for tasks that are subject to complete automation are those that are data rich and repetitive, such as media optimization and attribution.” ... “It seems like a solid bet that agencies will be much smaller than they are today, and that some of their lower value-add activities will be eliminated, automated, or in-housed.” ... “Strategy and creative will remain the domain of humans, for some time. This is probably the 5% that even Sam Altman thinks will continue.””

    FOLLOW-UP

    Automation of data-rich and repetitive tasks (like media optimization and attribution) is clearly underway. Agencies are shifting away from low-value tasks. Agencies are not yet 'much smaller,' but there is pressure on headcount and fees. Human-led creative is still central. Overall, the trajectory supports Paparo's directional prediction, but the full scale and timing are still evolving due to the long-term nature of the prediction.

    ORIGINAL SOURCE

    news.marketecture.tv
    AIAdvertising AgenciesAutomationMedia PlanningCreative