The established model of media planning based on fixed plans and stable channels is coming under pressure. Structural changes in the media, technological developments and changes in consumer behaviour mean that existing approaches are no longer sufficient. This is according to a new study, Future of Media 2026, published by the research organisation WARC.
According to the authors of the study, the media market is at a turning point. The traditional model of media planning and buying is falling apart, without a clearly defined successor. "The foundations of the new model are still being formed," said the study's lead author, Paul Stringer, Managing Editor for Research & Insights at WARC. The report identifies 2026 as a key moment when existing approaches will finally cease to meet market reality.
One of the main concepts presented in the study is " systemic planning". Unlike the traditional approach, which works primarily with reach and frequency, systemic planning focuses on designing adaptive systems that influence people's behaviour and decision-making in the long term. The goal is not to maximise exposure, but to build brand value over the long term and influence consumer decision-making across their entire brand experience.
Systemic planning is based on the assumption that the influence of individual touchpoints varies according to context, category and consumer situation. In this concept, media, content, technology and the brand itself are part of a single interconnected ecosystem. This places higher demands on strategic thinking and requires new mental models, frameworks and planning tools, which are still in the early stages of development.
The study also points out that the change affects not only media agencies, but also the advertisers themselves. Structural changes within companies, greater emphasis on the integration of marketing, technology and data, and the growing role of artificial intelligence are fundamentally changing the way media and communication are thought about. Linear campaign planning is being replaced by continuous management of systems that must be able to adapt to rapidly changing conditions.
Source: mediaguru.cz
