It’s 2024, and the ad industry is shifting under our feet. The phrase “media buying is dying” has never felt more accurate. Every day on Reddit communities like r/FacebookAds and r/PPC, I see people venting about the Ad Manager setup, changes in targeting options, altered placements, and their frustration with new restrictions. But here’s the surprising part: no one is talking about the real key to success – the ads themselves.
The industry is moving toward algorithmic targeting, and there’s no fighting it. Gone are the days when intricate targeting could drive results. As algorithms continue to improve, we’ll have less control over targeting and more need to create compelling creatives that resonate with audiences. Yet, somehow, the conversation hasn’t caught up to this reality. It’s still stuck on placement tactics, targeting tweaks, and ad settings – even though media buying is dying as a differentiator.
Change in trends for searches “media buying” and “ad creative”
There isn’t even an active, dedicated space for discussing creative strategy on Reddit. We need a subreddit focused on creative strategy a place to learn what makes ads work beyond platform specifics. It’s baffling because, as media buying slowly dies and becomes automated, creative strategy is where ad agencies and individual advertisers can truly stand out.
If we don’t adapt, we risk being left behind. Creative strategy needs to be at the center of the conversation, not just an afterthought. We’re on the verge of a massive industry shift, and the lack of discussion around creative strategy in advertising is unreal. It’s time to acknowledge that media buying is dying and pivot our focus toward what really matters – the creativity and effectiveness of the ads themselves.
