With the year ahead full of opportunities and challenges for the media industry, Ozone CRO Craig Tuck shares a prediction of what’ll be important in 2025…
Craig’s prediction below first appeared in The Media Leader alongside other views from senior commentators from across the media industry…
“We’ve heard a lot of noise about AI in 2024, and there’s no doubt that will continue in 2025. It’s permeated most discussions, sales pitches and press releases for the past 12 months and there is no denying that its application represents huge potential for the world of media.
“However, we forget at our peril that any technology is an enabling layer – not the sole solution – to better marketing. Advertising still has to inform and entertain to attract consumer attention; media channels still have to create real human connections in order to amplify the impact of creative.
“It’s not overly bullish to say that the real winners this year will be those that focus on the importance of the consumer advertising experience and how AI can enhance this – rather than thinking of the tech alone as a silver bullet to every media challenge.”
