By Shyafiq Dzulkifli and Diyana Pfordten

Advertising is not facing extinction – it is evolving rapidly, said media industry leaders during a session at WAN-IFRA’s Digital Media Asia in Kuala Lumpur.

Mark Challinor, international media advisor for News Media UK, emphasised that advertising can still thrive if approached with the right mindset and tools.

“Advertising success now hinges on a fundamental shift; leaving behind outdated rules and embracing a technology-driven, customer-centric model.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, allowing for more precise targeting of relevant and new audiences,” Challinor 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.

Changing habits offer opportunities

Echoing similar sentiments, Marcelo Benez, Chief Commercial Officer of Folha de S.Paulo, said publishers and advertisers need 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.

Digital Media Asia participants during the Digital Media Awards ceremony in Kuala Lumpur.

Need for solutions-based teams

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.”

About the authors: Shyafiq Dzulkifli and Diyana Pfordten are reporters for The Star, the largest paid circulation English-language newspaper in Malaysia, based on the Audit Bureau of Circulations.