Navigating Media Planning in 2024: The Imperative of Strategic Thinking and the AI Advantage

It feels repetitive to hear that we are in an ‘ever-evolving landscape of media planning and implementation’ but this state of innovation and flux is here to stay for the foreseeable future. While constant change is keeping us on our toes and staying ahead of trends is crucial, it’s also an incredibly exciting time to be in our industry. As we wade further into 2024, several key trends have, are and will emerge, emphasising the necessity of strategic thinking and the transformative potential of artificial intelligence (AI) and how they shape the future of media planning.

The Shift Towards Strategic Thinking

The media planning landscape is characterised by complexity and dynamism, an abundance of platforms, channels, and content formats and we are all faced with the challenge of navigating a fragmented media ecosystem. This is when the strategic thinking the media team at Ebony+Ivory offers, becomes the differentiating factor for success.

Audience-Centric Approach

Traditional demographics are giving way to a more nuanced understanding of audiences. We leverage advanced analytics and data mining techniques to identify and target specific audience segments based on behaviour, interests, and preferences. This shift towards audience-centricity requires a deep understanding of consumer behaviour and psychographics and the long-standing knowledge we have on where and how to reach the right consumers.

Integrated Campaigns

Single media approaches are no longer effective in reaching today’s consumers who engage with multiple touchpoints across various channels. Integrated campaigns that seamlessly blend traditional and digital media are gaining prominence. Our team adopts a holistic approach that ensures consistency and coherence across all touchpoints to maximise reach, impact and ROI.

Content Personalisation

Personalised content has become the cornerstone of effective communication. With AI-driven algorithms, we are able to analyse vast amounts of data to deliver highly tailored content to individual consumers in real-time. As integrated, cross-functional media planners, we prioritise content personalisation to enhance engagement and drive conversion.

Harnessing the Power of AI

AI is revolutionising media planning, offering unprecedented opportunities to improve productivity, efficiency, and efficacy. In 2024, AI-powered tools and technologies are reshaping every aspect of media planning and implementation.

Predictive Analytics

AI algorithms can effectively analyse historical data to help forecast future trends and consumer behaviour patterns. Our team are able to leverage the analytics, eradicate bias and national or geographical discrepancies to anticipate accurate market shifts, optimise media spend, and identify opportunities for growth.


Manual tasks such as media buying, ad placement, and performance tracking are being automated through AI-driven platforms. Having these automation tools at our disposal enables us to streamlines workflows, reduce human error, and frees up time for our media planning team to focus all their time and effort on strategic activities.

It’s about effectively harnessing the power of AI and integrating it with our decades of experience and knowledge to deliver the unique Ebony+Ivory edge in media planning and buying.

Dynamic Creative Optimisation (DCO)

DCO utilises AI to customise ad creatives in real-time based on user data and preferences. By serving personalised ads tailored to individual users, DCO improves relevance and engagement, ultimately driving higher conversion rates.

Only a truly integrated digital and traditional media team like ours, can harness this opportunity effectively and across a campaign to ensure real results. We leverage the best of our long-standing traditional media planning and execution skills, together with our digital media planning skills to create truly immersive campaigns.

Natural Language Processing (NLP)

NLP enables our team to analyse and understand consumer sentiment from text data, including social media conversations, customer reviews, and feedback. By gaining insights into consumer sentiment, we can refine messaging strategies and enhance brand perception.

Embracing Innovation and Investigation

In the fast-paced world of media planning, innovation is the key to staying ahead of the curve. We are embracing a test and learn approach as we explore emerging technologies to drive growth and innovation.

Immersive Technologies

Virtual reality (VR), augmented reality (AR), and mixed reality (MR) offer immersive experiences that captivate audiences like never before. We are able to incorporate these technologies into our campaigns to create memorable brand experiences and foster deeper consumer engagement.

Voice Search Optimisation

With the rising popularity of voice-enabled devices and virtual assistants, voice search optimisation is becoming essential for brands. As a consequence, we are adapting our media strategies to optimise content for voice search queries, leveraging conversational keywords and natural language patterns. We are constantly assessing how to fine tune for dialects and pronunciation to ensure this is an effective tool in our arsenal.


As we navigate the complexities of media planning in 2024, strategic thinking and AI-driven innovation emerge as the driving forces behind success.

The three strategies we use to unlock new opportunities and drive meaningful connections with consumers are:

  1. Adopting an audience-centric approach,
  2. Harnessing the power of AI, for processing efficiency and in support of our strategic planning and implementation
  3. Embracing innovation and investigation in exploring emerging technologies that can drive growth and innovation.

In this era of rapid change and disruption, the ability to anticipate trends, adapt to new technologies, and think strategically, we believe, will be crucial in staying ahead of your competition, engaging and converting consumers and achieving long-term success in media planning.

Let’s talk about your media planning and buying needs… or call us on +27 11 327 6871 or +27 21 035 1401

We can’t wait to help build your brand with you…