There are more places to invest a media budget than ever before, yet many planning decisions are becoming harder, not easier. As finance teams demand greater accountability and marketers face relentless short-term pressure, are we prioritising what is easiest to measure over what is most effective?

What evidence influences budget allocation today? How should planners balance long-term brand growth with short-term performance demands? And as media channels compete for investment, what role do attention, reach, real-world audiences and business outcomes play in shaping smarter decisions?

This session brings together agency leaders, advertisers and media innovators to explore how planning is evolving and what will define the next generation of evidence-based media investment.