Always On. Never Connected.
How will evolving consumer behaviour and audience fragmentation shape the future of media planning?
The Attention Shift
I’m guilty. I open Instagram, scroll through a Reel, click on a TikTok someone DM’d me, and then tumble into a YouTube rabbit hole while waiting for the the ads on Netflix to finish - or skip. And I know I’m not alone.
In today’s attention economy, we’re living online across multiple platforms - often simultaneously - with each demanding different content, tone, and timing.
For media planners, this isn’t just a challenge. It’s a complete system reboot. Audiences behaviour has changed - and the old planning rule book doesn’t cut it anymore.
From Everywhere to Nowhere: The Fragmented Audience Problem
Gone are the days, when one message on one platform could reach millions. Audiences are now splintered across multiple channels - it’s chaotic, unpredictable and riddled with algorithm gatekeeping.
Patrick Tomasiewicz argues this explosion of choice causes strategic paralysis. Brands feel they must be everywhere, which often means they connect meaningfully nowhere.
He believes: “there needs to be even greater integration between creative strategists and media planners,” because, “in a world of ever-increasing distraction, the first battle is not for brand love or brand loyalty. It’s to be seen.”
So what’s the solution?
Binet and Field’s Smart Reach tells us: it’s not about reaching everyone - its about being remembered by the right ones. And in a distracted world, “ensuring your brand comes to mind quickly and easily” is the real win.
In a landscape of fragmented tribes and niche communities, this means shifting focus from blanket broadcasting to smart, strategic targeting. Because being everywhere isn’t strategy - it’s expensive guesswork.
Expectation Inflation: From Content to Connection
Today’s audiences aren’t passive. They filter, co-create, and expect personalisation. Everyone knows an “influencer” these days - even kids are doing it.
Jenny Barthe captures this perfectly: today’s consumers don’t just want to watch. They want to interact, influence, and immerse. Even small brands are now expected to create experiences, not just exposure.
Dentsu’s Media Trends 2025 takes this a step further, flagging a shift towards emotionally intelligent media - where consumers expect more than just content - wanting empathy, responsiveness, and value.
This is where empathy algorithms come in.
AI-fuelled content streams and recommendation engines have completely reshaped expectations.
According to McKinsey, 71% of consumers now expect personalised brand experiences, and 76% feel frustrated when they don’t get them.
Audiences no longer tolerate being treated as data points. They assume brands will understand not just what - but why they want it.
And the numbers prove it.
35% of Amazon’s revenue is driven by its recommendation engine, proving that the smartest content doesn’t just convert - it learns and evolves.
That expectation doesn’t disappear just because you’re a small brand. Meaning beats noise, every time.
You’re not competing for clicks. You’re competing for connection.
Micro-Moments and the Real-Time Audience
Let’s be honest - your audience doesn’t “log on.” They live online. They scroll while the kettle boils. Swipe through Reels procrastinating rather than working. Listen to podcasts at the gym and save ads they’ll probably never revisit.
Welcome to the era of micro-moments - where media planning is less about airtime and more about attention time.
Helen Katz tells us:
“It’s not just about impressions. It’s about the right message, to the right person, at the right time.”
But that time is shrinking.
WARC’s The Future of Measurement 2025 [8] warns that while we have access to more data than ever, we’re learning less. Why? Because most planning is still channel-first, not context or emotion-first.
And just as we start to understand the speed and shape of real-time behaviour - AI enters the conversation with promises of precision.
Can it help us plan better? Maybe. But just like a calculator is only powerful if you understand the equation - AI will only work if you understand your audience first.
Final Thought
Your audience isn’t static. They’re fragmented, fast-moving, and emotionally driven.
If your media plan doesn’t evolve to reflect that - it won’t just be ignored - it’ll be irrelevant.
In the next blog, I’ll explore how AI claims to help us decode this new behaviour - and whether that’s an opportunity… or just another layer of noise.
