South Africa, Jan. 16 -- The incremental growth is mostly being captured by digital platforms, not traditional channels. Almost 80% of ad spend now flows into retail media, paid search, and social platforms. The remaining 20% is shared across the whole of the rest of the media industry. These changes in the media landscape are forcing a rethink of traditional planning approaches.

Paul Stringer, managing editor, Research & Insights, Warc, says: "The established model for media planning and buying is breaking apart - and nobody knows exactly what comes next. The groundwork for a new model is just beginning.

"This year's Future of Media report maps the contours of this emerging model. First, by looking at how structural changes inside clie...