The media planning landscape has shattered into a thousand pieces. Where once we had simple TV spots and newspaper ads, today's planners navigate fragmented audiences, privacy paradoxes, and AI promises that both solve and complicate everything....

Struggling to make sense of your campaign data? You’re not alone. This article explores three key media performance metrics, Click-Through Rate, Conversion Rate, and Cost Per View, unpacking their true value and exposing their limitations so you can measure what really matters in digital marketing....

The traditional "fish where the fish are" approach to media planning no longer works in today's fragmented digital landscape. Drawing from my experience and current industry research, this post explores how brands must adapt their strategies to capture attention across multiple platforms...

AI transforms media planning, but human creativity remains vital offering emotional depth, cultural insight, and breakthrough innovation. This post explores balancing AI efficiency with human ingenuity for truly impactful campaigns....

Over 1.5 million UK adults remain offline (Statista 2025), accounting for 3% of the population. A detail that might seem insignificant in today’s programmatic media landscape. Yet, this minority challenges a core assumption of modern marketing: that digital access is universal....

If No One Is Watching, Do Ethical Concerns and Personal Privacy Really Matter to Global Media Planning?...

The old rules no longer apply. In this post, I explore four key barriers that are reshaping the future of global media planning and how forward-thinking advertisers can respond. From extreme audience fragmentation and the attention economy to flawed measurement models and the ethical use of AI....

Over the next couple of weeks I'll be publishing a six-part series of posts on the topic of “Global Media Planning”, which I'm writing as part of my master’s degree in marketing and digital communication....