Planning in an Age of Abundance

The media landscape is evolving from a focus on fragmentation to a more optimistic view termed 'abundance,' which recognizes the growing variety of channels consumers engage with. Consumers are increasingly spending more time with media, particularly video, reflecting a significant surge in engagement since the pandemic. Notably, emerging advertising propositions from businesses are fostering competitive pressure, leading to a higher potential for effectiveness despite the variability in quality among offerings. This shift emphasizes the necessity for advertisers to adapt their strategies to leverage the increased availability and quality of media options in achieving their marketing objectives.