Industry leaders unveil exciting media buying trends at CES 2025.
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Sponsor Our ArticlesAs CES 2025 approaches, industry leaders highlight key trends in media buying, including the evolution of influencer marketing and strategic programmatic investments. Joel Lunenfeld of Publicis Media Exchange discusses the importance of leveraging technology and data integration, and emphasizes the need for agencies to adapt to evolving client needs and the integration of AI. The landscape is quickly changing, and transparency between agencies and clients is becoming essential.
As we gear up for CES 2025 in Las Vegas, there’s a palpable buzz in the air about the future of media buying. The annual Consumer Electronics Show is not just about showcasing the latest gadgets but also about exploring how emerging technologies are reshaping brand engagement. This year, the spotlight will be on significant trends highlighted by leaders in the industry, particularly Joel Lunenfeld, the CEO of Publicis Media Exchange (PMX) in North America.
Under Lunenfeld’s leadership, PMX is steering through a transformative period in media buying, thanks to its innovative approaches. Returning to Publicis in March after a stint at Twitter, Lunenfeld brings fresh ideas to the table, focusing on how technology can elevate agencies’ financial positioning compared to other holding companies. He emphasizes the importance of client satisfaction and aims to integrate technology in a way that boosts the diversity of capabilities offered to clients.
One of the significant trends pointed out by Lunenfeld is the evolution of influencer marketing. Once seen as an isolated tactic, it is now becoming a strategic channel for brands. Publicis has taken a bold step in this direction by acquiring the influencer agency Influential, which enables them to better identify creators who resonate with target audiences. This shift signals a broader acceptance of influencer marketing as a vital component of media strategies.
Lunenfeld also addressed the changing landscape of programmatic buying, suggesting a move away from passive targeting to a more refined approach called supply path optimization. This strategy aims at trimming the inefficiencies in advertising spends and ensuring that brands get more bang for their buck. By becoming more targeted and strategic, agencies can maximize their clients’ investments.
Key to PMX’s strategy for 2025 is the development of proprietary technologies like PMX Lift, which leverages data from Epsilon. These technologies are designed to enhance how brands connect with consumers, making the advertising experience more personalized and effective. Lunenfeld is also excited about the potential of artificial intelligence, which is rapidly infiltrating consumer technology sectors. Integrating AI into PMX’s operations is a priority as it could lead to remarkable advancements in how media is bought and sold.
The landscape is shifting not just internally but also through strategic partnerships. For example, Omnicom Media Group’s recent partnership with Amazon Ads and Flywheel will provide access to five years of purchase data. This data aims to inform advertising strategies, allowing brands to fine-tune their targeting based on historical consumer purchase behavior. The insights gained will integrate into Omnicom’s operational platform, Omni, streamlining planning and execution.
Despite the advancements, Lunenfeld acknowledges that challenges persist for media agencies, especially when dealing with multi-stakeholder clients who often have conflicting objectives. He underscores the importance of agencies understanding their clients’ financial frameworks to enhance media effectiveness. Moreover, as AI continues to grow within advertising, there are pivotal questions about the evolving roles of agencies and how holding companies will adapt to these changes.
In the backdrop of these transformations, significant industry moves are underway, such as the proposed acquisition of IPG by Omnicom. If successful, this merger could create the world’s largest agency-holding company with a whopping $25 billion in annual revenue. While this sounds impressive, industry insiders have expressed skepticism about how well this integration could work, highlighting concerns around historical integration challenges and data valuation.
As we prepare for a whirlwind of innovation and insight at CES 2025, one thing is clear: the media buying landscape is evolving at lightning speed. Agencies are encouraged to foster transparency and open communication with their clients, helping to optimize media strategies and performance evaluations. It’s an exciting time in the world of media buying, and we can’t wait to see how it all unfolds!
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