PHOTO: FAIHAN GHANI/The Star
KUALA LUMPUR: Print media has emerged as a valuable avenue for digital detox and in-depth engagement with niche audiences, such as the younger generation, says International Media Advisor of News Media UK Mark Challinor (pic).
“Young people are using print as a detox from their devices and are sitting back and reading a magazine or a newspaper,” he said in a session on “Advertising Trends: What to look out for throughout 2025” during the WAN-INFRA Digital Media Asia 2025 on Wednesday (April 23).
He said print media allows brands a deeper relationship through curated content and is part of an omnichannel strategy.
“The London Evening Standard told me that their print product now serves as a showcase to their other platforms, and it remains an important part of their product mix,” he said.
He added that in the realm of advertising, attention has become the new currency, and content performance analysis should be centred around this concept.
“News media that use striking imagery and compelling messaging might capture the attention of a casual reader, ensuring that he or she focuses on it,” he said.
New creative immersive ad formats, added Challinor, are highly relevant and AI-influenced, which, when added to first-party data, can lead to more personalisation, context and better measurement.
Sue-Anne Lim, CEO of Universal McCann Malaysia, shared how generative AI is reshaping advertising strategies and audience engagement.
She highlighted how artificial intelligence is evolving beyond functionality into emotionally intuitive engagement.
“Conversation is the new UX (user experience).
"AI is now able to detect feelings, emotional states and intentions through word choice and intensity.
“In some instances, it even outperforms humans in emotional comprehension,” she said.
Sue-Anne added that with generative AI capable of understanding user intent beyond literal keywords, advertisers can now reach the right person, at the right time, in the right place and with the right motivation.
She also proposed a shift from the creator economy to a curator economy, where authenticity and discernment take precedence over scale and speed.
“The future of advertising lies at the intersection of AI and truth. Every time we think AI has reached its limit, it surpasses it.
“We must be proactive curators of authenticity in a world where synthetic content is increasingly indistinguishable from the real,” she said.
Christian Haneborg, chief commercial officer of Schibsted Marketing Services in Norway, said that artificial intelligence is poised to outperform humans in the affiliate model for publishers.
“It’s fundamentally a matter of calculation.
“It will be purely AI play or digital data play when it comes to affiliates in terms of content creation,” he said when asked about the role of AI in the affiliates model for publishers.
He added that AI will play a pivotal role in determining not only the type of content produced but also the optimal mix of monetisation channels—whether through advertising, subscriptions or affiliate links.
