The evolution will soon reach the media agencies that, according to Cory Treffiletti, President and Partner of Catalyst SF, will be 90% automatic and there will be only minimal human interaction to review the data and verify that everything is correct. The human component will only come into play when it is necessary to develop strategies, carry out research and evaluate new platforms that, later, will serve to automate the planning and purchase of media as well as the execution of the plans.

The relationship between client and agency lasts approximately four years in the digital world and a little more if it is offline. The debate between the purchase of content by online media agencies or companies will not be relevant in five years since, in all cases, what is really important will be the automation of the purchase of advertising space.

Even in conventional media this will happen in the next ten years when, for example, the marquees will be coded with GPS that will measure the exposure and the volume of viewings by monitoring the coordinates of mobile phones.

The media agencies of the future will be formed by creative teams that will develop concepts that will be transferred to an automatic system that will adapt the ads to any type of support, be it television, online, marquees … Then these data will be transferred to a control panel that You can measure even sales in real time. The analysis team that the agencies will have will use digital signal processors that will measure the recommendations of the multiple advertising formats available and will do the media planning.