In this episode of the Affiliate Marketing Podcast, host Lee-Anne Johnstone and guest Paul Fernandez from The Growth Guys discuss the evolving landscape of media buying for 2025. They explore the significant impact of AI and automation on advertising strategies, the importance of creativity in campaigns, and the necessity of understanding audience intent.
The conversation also highlights effective advertising channels and the need for a multi-channel approach to optimize marketing efforts. They discuss the importance of adopting a scientific approach to testing and learning, the complexities of market adaptation, and the necessity of building strong partnerships.
Talking points include:
- The evolving landscape of media buying and affiliate marketing.
- The media buying landscape is increasingly nuanced and complex.
- Understanding audience intent is critical for effective marketing.
Listen in here for all of the insights….
AI and Automation Are Reshaping Media Buying
The future of media buying in 2025 is heavily influenced by AI and automation. As Paul Fernandez explains, AI is no longer just a tool for optimizing ad bids—it’s streamlining the entire creative process. From predictive analytics to detecting ad fatigue, AI accelerates testing cycles, allowing marketers to fine-tune campaigns in real time. However, AI isn’t replacing human expertise; it’s amplifying it. The real magic happens when data-driven insights are paired with human intuition—knowing when to double down on a winning campaign or pivot quickly when performance dips. Marketers who embrace AI as an optimization partner rather than a threat will have the upper hand in navigating the complexities of paid media.
Creative is the Ultimate Differentiator
With third-party data becoming increasingly unreliable, creativity is now the biggest driver of campaign success. Paul emphasizes that 70% of an ad’s success is rooted in creative elements, whether it’s engaging visuals, compelling copy, or fresh storytelling angles. Brands and affiliates alike need to adopt a performance branding mindset—investing in top-of-funnel content that nurtures their audience before pushing for conversions. The key to staying competitive? A rapid refresh cycle. Brands that continuously test and iterate on creative assets, while leveraging AI to analyze engagement metrics, will stand out in an oversaturated digital landscape.
A Multi-Channel Approach is Non-Negotiable
Relying on a single traffic source is a recipe for stagnation. Paul underscores the importance of diversifying marketing efforts across multiple channels. Platforms like TikTok, Reddit, and even Bing Ads offer untapped opportunities for brands willing to experiment. However, choosing the right channels starts with understanding audience intent—what problem your product solves and where potential buyers are already engaging. While larger brands may have the budget to scale across various platforms, smaller advertisers should start with controlled testing, identify winning channels, and expand strategically. The brands that thrive in 2025 will be those that blend scientific rigor with creative agility, constantly refining their media mix based on real-time data and audience behavior.
Listen to find out more about:
- Relying solely on third-party data is becoming obsolete.
- Accidental successes can lead to breakthroughs in campaigns.
- Investing in top-of-funnel content is a growing trend.
Key segments of this podcast and where you can tune in to go direct:
[03:30] Navigating Media Buying Strategies for 2025
[10:00] Understanding Audience Intent and Product Fit
[23:05] Key Strategies for Affiliate Managers
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