It's happened again. Media execs can't help but question the relevance of channels and funnels. IAB’s Futurescape report recently declared: “The year is 2030. Content is king as old channel definitions crumble."

In a companion op-ed to the report, James Chandler, IAB UK’s chief strategy officer, argued that not only is the future funnel-less, but that all media will soon become retail media.

What's going on?!

“Immediacy is going to be the biggest thing,” said Chandler. “With the advent of AI and the sophistication around digital, you can go from awareness all the way through to buying something and becoming a customer in the space of seconds.”

If the old definitions of media and channel really are in decline, will this change how media owners operate and how advertisers engage with audiences?

You may well, however, remember Jellyfish’s Tom Roach infamously describing the sales funnel as the “cockroach” of marketing concept. The thing that survives nuclear war while everythig else dies. So can it ever truly die, or will it simply reshape and reform?

If the labels, definitions and techniques that have dominated established marketing practices are becoming obsolete, what are the modern methods and frameworks that should underpin effective media planning and buying?

What new approaches will be necessary to move beyond traditional channel definitions to assess the value of advertising across various content types?

Will all media owners offer “full-funnel” or “end-to-end” solutions covering all elements of awareness through to conversion and measurement that shows whether campaigns have been effective?

How can we think smarter about measuring and attributing the impact of traditionally upper-funnel brand advertising on conversion?

What differentiates media owners, and how can leaders prove the value of the unique moments and audiences they own?

What are the best strategies for media planners, strategists and buyers when deciding where to spend on media? How will media strategies need to adapt to accommodate longer, more complex customer journeys?