Richard Fofana, EVP Strategy at UM, joined a panel of media industry executives to reflect on the past year and project where the industry is headed. Anticipating the likelihood of future disruption, Richard put an emphasis on prioritizing a ‘test and learn’ mindset in the planning process to accelerate business advantage. “This move will futureproof advertisers by better arming them to quickly capitalize on market changes and shifts in consumer shopping patterns. At UM, we have invested in learning-based growth drivers like Futurecaster, which identifies emerging media by audience, and Demand Forecaster, a consumer behaviour prediction tool.”
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