Marketers Need a Fresh Playbook for New Media Models
May 17, 2025
The media landscape is undergoing a seismic shift. Traditional media pillars are crumbling, giving way to a dynamic new ecosystem populated by influencers, creators, and niche players. Once-straightforward paths to consumers have splintered into a complex web of platforms, personalities, and algorithms. For brand advertisers, it’s both a challenge and an opportunity: cut through the noise to meet audiences increasingly congregating on nontraditional media platforms. Marketers must make the shift, particularly when it comes to reaching younger people. According to a March 2025 study of 1,000 U.S. gen Zers conducted by the consumer research platform Attest, 43 percent of the respondents rely on social media for their news. What’s more, Pew Research Center’s 2024 study of 10,600 Americans found that 37 percent of adults under age 30 get news from social influencers.
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Courtesy of The Association of National Advertisers
