Does a Campaign Work Between Channels Rather Than Within Them?

The most effective media solutions often do not come from a single channel but from their combination, the moment when the audience encounters the message in different environments and it becomes part of everyday experience. Such situations are also confirmed by cross media research, including IPSOS studies, which show that the combination of audio, digital and out of home contacts often delivers stronger recognition and longer lasting impact than individual channels alone. It is not only about reach but about the rhythm of contacts, about when, where and in what mood the audience encounters the message.

At the same time, the media landscape is gaining new stable points: influencers are increasingly moving from an additional channel into a strategically important communication pillar, podcasts are gradually leaving the experimental phase, and understanding everyday audience habits is becoming as important as the data that describe them.

About how these changes are reflected in everyday campaign planning, where the real effects of media combinations are most often discovered today and how audiences actually respond to communication across different channels, we spoke with Nermina Kelić – Managing Director, Aleksandar Đorđević – Chief Innovation & Strategy Officer, Media Operations, Tarik Isaković – Digital Account Director, Džejla Gojak – Account Manager, Dalila Ćeremida – Account Manager, Amila Fazlić – Account Director, and Muamera Kadrić – Managing Director, Media Pool Sarajevo.

 Nermina Kelić, Managing Director

1. If you had to describe 2025 as a year in which media budgets behave like an air conditioner, sometimes cooling, sometimes heating, what has been your biggest victory in stabilising the temperature?
   To someone observing all this from the outside without deeper insight, it might seem that the biggest victory lies in quick reaction. The truth is completely different, stability does not arise from emergency interventions but from long term relationships and understanding the client’s DNA. When you know the market climate and the rhythm of business, temperature oscillations do not cause panic but an opportunity for fine tuning. Of course, everyday “what do we do now” situations are a reality and no one denies that, but the key is that we need a roadmap, not just a compass for emergencies.
2. What new type of client panic appeared this year? How did you turn it into a calm, rational plan for 2026?

The panic called “is there life after AI” has affected all industries. Last year this topic received the most space and triggered the most emotions. Instead of fearing the unknown, we decided to turn it into an advantage. The key is unity and recognising where AI can be an ally rather than a threat. When we put technology in service of what we do best, creative and strategic thinking, we free ourselves from operational burden and open space for what truly brings value.

Aleksandar Đorđević, Chief Innovation & Strategy Officer, Media Operations, AMA Gorup

3. Which piece of data shocked you most in 2025, not because it was unusual but because it broke a belief the media industry treated as sacred?

Sometimes it feels like we live in a time when both the world and our industry are transforming faster than we can catch our breath. Today it is a trend, tomorrow just another item in an endless series of trending topics. In such a rhythm, little truly surprises us. Still, one thing did catch me off guard: the speed with which we accepted artificial intelligence. It seems as if it quietly intertwined itself into our daily habits and the ways we seek answers, solve problems or make decisions.

Globally, among the most common reasons for using AI appeared something very personal, counselling. People increasingly expect technology to be a guide, a conversation partner, sometimes even a voice of reason. This raises a dilemma: did we give trust too quickly? AI possibilities are enormous, almost immeasurable. That is why investing in development, understanding and security is important. Technology is powerful only to the extent that we use it wisely.

4. What is the smartest small optimisation you made this year that had a bigger effect than three large plans combined?

I consider any decision that leads to better and more thoughtful resource allocation, with a clear goal of improving results and service quality for clients, to be the smartest small optimisation. Those small interventions that appear modest at first glance often make a bigger difference than complex and expensive plans.

I would highlight a stronger focus on advanced research, data and technologies, which open completely new ways for us to contribute to the development and growth of our partners’ businesses. Activities that create long term value should come before short term and isolated successes.

5. If you had to choose one channel that is the quiet regional winner in 2026, which would it be and what do others still not see?

When I think about who truly holds the title of winner today, it seems everything starts with two things: growth speed and untapped potential. Then the image of content creators naturally emerges. They once seemed quiet, almost unnoticed, but now it is clear they are much more than that. They have become just loud enough and increasingly emerge as real winners.

Global, regional and local trends move in the same direction: influencers now hold a stable and fundamentally important position among communication channels, and brand strategies no longer treat them as an addition but as an essential pillar.

There is another space quietly maturing, podcasts. While audience growth is accelerating, brand collaboration opportunities are still trying to catch up. Their full potential is waiting for its moment, which is why I believe this channel will soon step out of silence and show its true strength.

Tarik Isaković, Digital Account Director

6. Which algorithm in 2025 behaved like an unpredictable teenager, and how did you make it work for you anyway?

The Instagram Reels algorithm drove us crazy this year, like a teenager no one understands. The same type of content delivered excellent results one day and seriously underperformed a few days later. Because of this unpredictability, defining which material had potential was very challenging. In the end I think we found a common language because we recognised a pattern that allowed this teenager to cooperate.

7. If you had to keep only one method of measuring campaign effectiveness in 2026, which would survive and why?

Although data driven attribution is very popular today, I would still lean toward incremental attribution because it is somewhat more honest when measuring campaign performance. While the data driven part models data based on predictions, incremental attribution still tells us what would not have happened if the campaign had not been active. Considering users increasingly move away from cookies, it is clear data driven attribution modelling will become more frequent.

Džejla Gojak, Account Manager

8. Which media planning rule did you have to abandon this year because reality completely defeated it?

We learned that a perfectly planned campaign is often not as good as one flexible enough to respond to new market conditions.

Making decisions about every campaign before it even starts has become a reality in our work. This does not mean we abandoned long term planning, it has simply become a strategic guideline rather than a fixed document.

Planning now functions much more agilely, we optimise more frequently and make quick decisions based on collected data. Working in a large system such as UM also means we have tools that confirm our estimates or encourage us to reassess every decision and ultimately choose the one that delivers the best results. We are proud that UM Worldwide introduced a new innovative brand launch approach that responds to today’s challenges, “Full Color Media”, ensuring reality does not often defeat our plans.

In that sense, this is not about abandoning planning rules but about their evolution. The plan is no longer a goal in itself but a tool that adapts to reality to deliver the best possible results for the client.

Dalila Ćeremida, Account Manager

9. Which media combination did you discover completely by accident that turned out unexpectedly brilliant?

A media combination we discovered by accident within one target group and which proved unexpectedly brilliant was the synergy between local radio and out of home formats in public transport. Radio created a constant rhythm of messaging during the day, especially in peak hours, while out of home placements at stations and in vehicles provided a strong visual reminder to the same people a few minutes later. Only after analysing the results did it become clear that this spontaneous unplanned connection between audio and visual contact produced extremely high recall and an effect neither medium could achieve independently. It is one of those micro mix moments you discover accidentally and later consciously use.

Muamera Kadrić, Managing Director, Media Pool Sarajevo

10. Which negotiation sentence brought the most value to the client in 2025, and why will you never stop using it?

What is most important for you that this agreement delivers and how can we achieve it together?

It is practical because, especially at the beginning of negotiations, it helps reveal the counterpart’s priorities while strengthening a sense of partnership and collaboration.

 Amila Fazlić, Account Director

11. What is the strangest but true signal about audience behaviour you noticed in a campaign, a signal no one outside the buying team would even notice?
    When we momentarily forget research and statistics and listen to ordinary users, we notice an interesting phenomenon: campaigns often work even when audiences think they did not notice them. Creativity is important, but the way we combine media, timing, position and interconnection often makes the difference. Peripheral memory plays a role here.

For example, an illuminated outdoor ad seen in passing at night can activate recognition of the same visual in a morning TV programme or digital environment. Conversely, a late evening TV ad can increase attention toward outdoor or radio the following day. That is why channel synergy, timing and understanding daily audience habits are as important as the creative solution.

Media strategy is not just scheduling, it is mapping the rhythm of the target group’s life.