ECI Media Management | Top 10 Insights for the 2025 Upfronts

- With World Cup media investment forecast to reach $10.5 billion, advertisers need clear KPIs, relevant benchmarks and live evaluation to prove value.

- More marketing data should make media decisions easier. So why do many advertisers feel less certain than ever? Explore the data paradox.

- Marketing procurement is being asked to balance cost, speed, innovation and risk, but measurement frameworks haven’t kept pace.

- Media effectiveness is changing. From attribution to contribution, this explores how marketers are redefining measurement and evaluating real impact.

- AI is embedded in media planning, but what does that mean in practice? Five questions to help ensure transparency, control and better outcomes.