The year 2025 began as challenging as 2024 had ended. The pressure on businesses and marketing to be as efficient as possible is increasing. Expectations of agencies are also rising. But how well prepared are we for the future? Where are we still too reliant on manual processes? Are our teams and organisations resilient enough? And how can we reduce complexity for our clients while improving the quality of our advice? Time for a review, time for transformation!

Artificial intelligence (AI) is not only changing the way we work, but also opening up new avenues for growth and innovation. At Mediaplus, we see AI not just as a tool for automation and rationalization, but as a springboard to new possibilities, more innovation and more tailored solutions for our customers.

In a world that is constantly accelerating, more and more brands and offers are competing for our attention; thousands of advertising messages bombard each of us every day; but our media time budget remains limited. This creates what is known as the “attention gap”. At the same time, consumer expectations of brand transparency and ethics are rising. How do advertisers manage to capture the attention of their target groups and create authentic and emotional connections to their brand in the face of this?

The meaning of media has changed. Consumers today use media to confidently shape their own consumer journey. They expect to get what they want, when they want it, wherever they are. And in real time. The currency brands can use to make this possible is real-time data – the digital footprint that consumers leave behind when consuming media.

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At Mediaplus Germany, we are excited to share insights from behavioural consultancy, Behave, who are part of our partner agency Total Media Group, who contributed to the Advertising Association’s report, “Advertising and AI: Showcasing Applications and Responsible Use.” We are proud to be a founding member of the AI Taskforce and to have participated in the development of this report. Read more about the report.

Sustainability initiative: Mediaplus leads sustainable advertising for 5+ years. Transform your media approach with #THEGOODLINE. ➤Go green!

Erfahren Sie, wie fragmentierte Medien und das Cookie-Aus die Kommunikation verändern. Entdecken Sie die zentrale Rolle von First Party Data und Retail Media bei der Ansprache von Kunden. Die Mediaplus Group und LAYA Group bieten ein umfassendes, KI-basiertes Beratungsangebot, das Händlern und Werbungtreibenden hilft, die neuen Möglichkeiten voll auszuschöpfen.

Artificial intelligence (AI) is changing the momentum of the economy. Not everywhere, but in many stages of the value chain. These include marketing, especially media planning. Why? Because in an increasingly digitalised, data-based and fragmented media landscape, we need machine support to achieve optimal advertising impact.