Media needs a massive shake-up

I believe our industry is in urgent need of the right people – real, human experts – to help clients navigate this complex landscape. While clients prioritize agility, flexibility, and insight, agencies must rise to the occasion as stewards and experts of these essential connections between brands and consumers.

Connected journeys

In this unique moment, where geopolitical dynamics are impacting businesses at an unprecedented rate, the unpredictability and lack of consistency make it necessary to trust human understanding to drive decision-making in investments.

While AI and algorithms play an important role, nothing can replace the human dynamic in understanding the consumer. It’s essential to invest not only in algorithms, but in the trust between agency planning and clients. In doing this, we must also recognize that the way people consume content has evolved more in the past decade than ever in history – and it’s imperative that we evolve as well.

I was reminded of this while watching a podcast on YouTube – the kind that easily racks up a million views and feels like 60 Minutes for Gen Z. Within 45 seconds of a live read (the presenter reading out an advertisement), I had made a purchase. Was that media categorized as audio? Video? Influencer? Whatever box it was sold in, the truth is that experience doesn’t fit neatly into any legacy format – and certainly not on a pie chart.

As we head into this year’s upfronts, which see networks and streamers showcase their upcoming programming and sell attendant advertising – still one of the most important moments in our business – it’s time to challenge how we think about planning, buying, and measuring media. Because the way people engage with content today simply doesn’t conform to the old models.

Media companies have built rich ecosystems of cross-platform content and cultural influence. Agencies now understand not just who the consumer is, but where they are, what they watch, who they trust, and how they buy. The shift we need isn’t incremental – it’s fundamental.

We must move from planning by dayparts (morning, daytime, prime time, etc) to planning by platforms and partners.

That means rethinking investment strategies to prioritize impact and flexibility. The old pie chart model – clean, symmetrical, and fixed – isn’t designed for today’s consumer behavior. Insightful data and contextual content must guide our decisions, not the inertia of legacy frameworks.

Time to adapt

Brands must adopt a comprehensive, audience-driven approach that prioritizes the right partners within the right platforms – regardless of legacy categorizations. This means creating bespoke upfront deals that move beyond the traditional boundaries of ‘linear’ and ‘streaming’ to effectively reach consumers with tailored messages. These messages should resonate, cut through the noise, and become part of culture.

With the cord-cutting wave growing bigger and faster, it’s important to remember that the power of CTV is stronger than ever. From live sports to award-winning series and truly epic water cooler (now social) moments, CTV has the ability to both build brands and harness data and technology to drive performance. It’s a beautiful two-headed beast – offering quality, flexibility, and reach.

As spend continues to shift from direct to programmatic, some budgets will move away from defined, traditional upfront investments and toward more flexible, endeavor-style agreements. This evolution enables clients to fully optimize streaming budgets in real time.

Live events are bringing people together around the shared moments they’ve been craving. Interestingly, we’re also seeing a new wave of younger consumers – especially Gen Z – drawn to live events through social media. This marks a shift in media dynamics: nearly all Gen Z consumers use social media to engage with sports content, and, according to Deloitte, half of Gen Z sports fans say they tuned into a live sporting event only after following an athlete on social.

With today’s media ecosystems enabling brands to surround live events across platforms – before, during, and after – there are more opportunities than ever to carve out distinctive brand spaces around these cultural moments and keep the conversation going across platforms

In today’s unpredictable macroeconomic and political climate, adaptability and flexibility are essential. It’s crucial for clients to maintain a focus on long-term brand building, even as they pursue short-term performance goals. Balancing both is key to navigating uncertainty while setting the stage for sustained growth.

Farewell funnel?

Ironically, I’ve also been thinking about the media funnel – another creation from the 19th century, developed by E. St. Elmo Lewis in 1898. It’s endured for good reason. But even the funnel is at risk if we lean too far into short-term performance and forget about long-term brand building. Without the top of the funnel, you’re left with a cylinder – something that looks efficient but lacks growth over time.

So, yes, maybe I have a nostalgic streak for centuries-old marketing frameworks. But even I can admit: it’s time to evolve.

Let’s move past the pie chart and help our clients plan for how people actually consume. Let’s invest not just where content lives, but where it’s trusted and acted on. Let’s measure not by shape on a slide, but by impact in the world.

We owe it to our brands – and our consumers – to make the shift.