Is your advertising strategy costing you more than it should?

The media and advertising world isn’t just evolving—it’s transforming. Fast. 

Digital is accelerating. AI is disrupting. Audiences are shifting. 
And the rules? They’re being written in real-time.

As technology reshapes how content is created, distributed and consumed—advertisers are navigating a landscape that is more fragmented, competitive and data-driven than ever before. With ad spend growing 3x faster than consumer spending, the rise of Over-The-Top (OTT) platforms, retail media networks and AI powered tools is redefining how brands engage with consumers—and how performance is measured.

At the same time, traditional formats continue to demonstrate resilience. Live events still draw significant audiences, while TV remains a key medium, particularly in regions with limited internet access. Even though print media is on the decline, print books continue to dominate global publishing revenue and even Virtual Reality (VR) is evolving and expanding its relevance beyond gaming into productivity and mixed reality applications.

This dynamic environment presents both opportunities and challenges. Advertisers must make strategic decisions about where to invest, how to optimise and how to ensure brand safety across increasingly complex ecosystems and this requires not only creative execution, but accurate targeting, efficient budget allocation and continuous performance evaluation. 

Today’s media environment demands more from advertisers than ever before. With audiences spread across a growing number of platforms—and with each platform offering its own formats, metrics and user behaviours—success depends on the ability to plan and execute with precision.

Digital formats such as display and video continue to grow rapidly. Platforms like TikTok are reshaping how younger consumers engage with content, while retail media and Connected TV (CTV) are offering new ways to reach audiences with measurable, full-funnel impact. 

As these formats evolve, so must the tools and strategies used to manage them. AI is now a core component of campaign strategy. Tools like the Trade Desk KOA enable real-time optimisations—such as adjusting bids, refining targeting and enhancing creative performance. AI-driven tools can streamline campaign execution, but without strategic oversight, they risk misalignment. Advertisers must ensure that automation enhances—not replaces—intentional decision-making.

Navigating this complexity requires more than just tools. It demands strategic clarity and operational discipline. Advertisers should focus on three core areas to ensure campaigns deliver meaningful results: 

The most effective advertisers are those who integrate technology, creativity and strategic thinking—turning complexity into competitive advantage.

Despite the rapid growth in digital advertising, several challenges continue to hinder optimal ROI:

To drive meaningful ROI, advertisers must move beyond surface-level metrics and take a closer look at the mechanisms of their campaign. These six questions offer a practical framework for evaluating performance and identifying areas for improvement:

We offer a comprehensive suite of services to help advertisers navigate this evolving landscape:

• Traditional media reviews - We assess financial contracts and media performance, including contract completeness with respect to metrics and fees, unbilled media, payment terms, and annual volume rebates, amongst others. Media market inflation is reviewed using sources like the PwC Global Media and Entertainment Outlook and global benchmarks from the World Federation of Advertisers.
• Digital process reviews - Our digital reviews cover the full campaign lifecycle, from planning to reporting. We collaborate with agencies and in-house teams to assess whether objectives were met and identify opportunities for efficiency. Our approach combines media expertise with assurance DNA, analysing data at source to support smarter decision-making.

In a media landscape defined by rapid change, rising cost and increasing fragmentation, advertisers face more pressure than ever to deliver results. But with that pressure comes opportunity. By embracing strategic alignment, data-driven execution and responsible automation, brands can significantly enhance the performance of their ads while reducing costs.

Success in paid media today isn’t just about spending more, it’s about spending smarter. It’s about ensuring that every impression, every rand and every decision contributes to meaningful outcomes.  

From accurate targeting and continuous optimisation to robust brand safety practices, the path to better ROI starts with asking the right questions and making informed, intentional choices. 

The future of advertising is already here. 

The question is: Is your strategy ready for it?

Get in touch with the marketing and media review services team to explore your needs.