AdExchanger
What It Means To Measure ‘True ROI’
Mar 4, 2025
Marilois Snowman, CEO and founding partner of Mediastruction, shares her expertise in media planning and buying for mid-size brands. She discusses how AI is revolutionizing media buying and the ongoing challenges of measuring true ROI. Marilois reflects on the journey of building an innovative agency while navigating the complexities of data privacy. The conversation also touches on the dark side of digital advertising, emphasizing the need for ethical practices and quality over quantity in media strategies.
49:07
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Quick takeaways
- AI is transforming media buying by automating tasks and improving efficiency, thus reshaping traditional roles within advertising agencies.
- Current measurement practices struggle with integrating diverse metrics and perspectives, leading to misattribution of advertising's impact on sales.
Deep dives
Transformative Role of AI in Media Buying
AI is significantly reshaping the landscape of media planning and buying, particularly in enhancing the efficiency of audience insights generation. As the technology evolves, tools are emerging that allow for faster analysis and presentation processes, replacing traditional roles such as interns who previously handled tasks like creating PowerPoint presentations. Furthermore, AI has the potential to automate many tactical aspects of digital ad buying, which could drastically reduce the number of personnel needed for such tasks while elevating the overall efficiency of media strategies. This transformation is indicative of a broader trend where both speed and accuracy in data utilization are becoming paramount in the advertising industry.
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