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- Have any questions?
- 02 7200 2179
- media@commsroom.co
Research by Circana reveals programmatic buys can achieve 15 to 25 per cent more efficiency with their online media spend.
The accessibility of artificial intelligence has revolutionised ad placement, making it easier than ever to automate and optimise ad impressions for the ideal audience. Advertisers are improving the testing process by using AI tools to optimise impressions, click-through rates, bid levels, and targeting. This method is more effective as AI can identify patterns and make predictions based on this information.
Barry Collins, Commercial Director – Media & Analytics, APAC, Circana said: “The advertising frontier is no longer about reach alone—it’s about relevance.
“With consumers juggling value-seeking behaviours and fragmented media consumption, brands must harness predictive analytics and purchase-based insights to deliver experiences that resonate at the individual level. Our research shows the future belongs to advertisers who can seamlessly blend empathy with efficiency, turning data into actionable strategies that drive both short-term sales and long-term loyalty,” said Collins.
Read also: Susan Bogle on adapting communication strategies for rapidly changing political environments
Digital advertising is expected to increase, having captured almost 60 per cent of the global spend in 2024 along with double-digit growth for retail media and paid social. This is largely due to screen time being one of the world’s biggest past times.
Despite the changing environment and new challenges, 2025 is set to be a big year for advertisers – particularly favouring those who lean into the latest technologies and use them to deliver greater personalisation and build more targeted audiences with the most propensity to purchase.
Digital and retail media, along with continued evolutions from big tech will support the advertising industry in reaching new heights.
For more information access the report here.
