Photo: AZHAR MAHFOF/The Star
KUALA LUMPUR: Advertising is not facing extinction—it is evolving rapidly, say media industry leaders.
Speaking at the “Is Advertising Dead?” plenary session during the Digital Media Awards (DMA) 2025 on Wednesday (April 23), Mark Challinor (pic), international media advisor for News Media UK, emphasised that advertising can still thrive if approached with the right mindset and tools.
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“Advertising success now hinges on a fundamental shift; leaving behind outdated rules and embracing a technology-driven, customer-centric model.
“There are wonderful opportunities in advertising with Artificial Intelligence (AI), allowing for more precise targeting of relevant and new audiences,” he said.
Challinor added that media sales teams and advertisers need to embrace innovation, prioritise customer experience and privacy, and adapt to the evolving landscape.
“The future of advertising lies at the intersection of emerging technologies, ethical standards, and shifting audience expectations,” he said.
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Echoing similar sentiments, Marcelo Benez, Chief Commercial Officer of Folha de S.Paulo, said publishers and advertisers to view changing consumer habits as an opportunity.
“In the past, people read the newspaper every day. Today, they read it all day long.
“This is the new reality,” he said.
Benez added that modern audiences demand more engaging, emotionally resonant advertising.
“Brands that can evoke emotion, spark thought, or generate buzz are more likely to achieve lasting impact.
“Audiences are becoming increasingly selective about what they engage with—and where it comes from,” he added.
Challinor also noted that success requires more than just strategy—it requires talent.
“We need solutions-based sales teams and staff with strong technical competencies like digital literacy, proficiency in navigating digital platforms, keeping up with emerging technologies and trends, ability to analyse and interpret data.
“That’s how we show we’re creative, trustworthy, and in tune with our audience.”
Organised by the World Association of News Publishers (WAN-IFRA), DMA marks its 17th edition this year since its inception in 2009.
The session examined whether advertising is truly in decline or poised for reinvention, highlighting how publishers can still capture a share of the projected US$818bil in global ad spend in 2025, as forecast by Dentsu.
