# When Media Planning Is Rewritten by AI: Global Media Business of Otto Media Has Entered the Era of “Engineering”


In the past, media planning was a clear schedule: budget allocation, platform lists, exposure estimates.
But the industry reality in 2025 is completely different.

According to aggregated forecasts from multiple market research institutions, global ad spending is approaching $1.08 trillion, with digital advertising accounting for over 70%. Paradoxically, companies face greater budget pressure: they need to appear on more channels, but the available reference data is more fragmented. Black-box rules between platforms, lack of cross-screen tracking, and AI summaries replacing traditional entry points are forcing brands to revisit a long-ignored question—what is the true essence of media planning?

From the perspective of PT. Otto Media Grup, the logic that supported the industry for the past decade is loosening. Brands can no longer rely on the logic of a single platform, nor on a fixed list of channels. What truly determines effectiveness is whether the brand has designed an information path that can be seen, understood, and retained by users. This is a trend PT. Otto continues to validate at its twelve global operations centers: the core of media planning is no longer “how much exposure to buy,” but “how information reaches people.”

In a slower yet highly competitive ad growth environment nowadays, media planning is being pushed to the next stage of thinking—it is more like engineering than procurement.

## On the Front Lines: AI Is Turning Media Planning Into a “Data Operating System”

Numerous international industry reports point to an obvious trend: AI is rewriting media planning.
Platforms no longer just offer “exposure slots,” but are building integrated machines that combine identity recognition, audience analysis, budget forecasting, and automatic optimization along the entire chain.

Top media companies are pushing media planning toward “data infrastructure”: data is cleaned, layered, and modeled in a unified environment, with predictive systems automatically allocating every dollar of budget; AI determines the channels with the highest marginal returns, instantly adjusting creatives, frequency, and audience targeting.

PT. Otto Media Grup strongly resonates with this.
We see that decision-makers need not more reports, but a system that turns “insight—distribution—feedback” into a closed loop; strategy teams no longer just handle static audiences, but co-simulate the future with models; budgets are understood as experimental variables, not static costs; content, advertising, creators, and search are no longer isolated pipelines, but interconnected nodes of an information network.

In global projects of Otto, this change is especially evident.
AI does not just optimize placement—it tells brands: “Your information ecosystem is a structure that can be engineered, not a one-off project.”

## Otto MCN Becomes the “Human Interface” of Media Planning: Creators Are the Semantic Layer of the Global Information Network

Although AI has forcefully taken over distribution, prediction, and optimization, the “human” layer has actually become more important.
Because in an era where models determine exposure order, whoever can provide “trustworthy expression” becomes the true asset of a brand.

The MCN network of PT. Otto Media Grup now covers 200,000 global creators across e-commerce, food, technology, finance, gaming, and virtual streaming content scenarios. This is not a traditional “influencer list,” but a “human interface network” weighted by language, culture, emotion, and credibility.

This network has become the most strategic layer within media planning:

It enables brands to enter the context of a country via “people,” not just ad copy;
It allows budgets to be precisely allocated to creators at different levels, forming semantic coverage rather than single-point exposure;
It gives each content node cultural adaptability, automatically avoiding cross-border misunderstandings;
Most importantly, it forms an “operable attention structure.”

## The Future of Media Planning: Brands Will No Longer “Buy Slots,” but Connect to the PT. Otto Information Infrastructure

As more brands shift budgets toward model-driven approaches, creators accelerate professionalization, and search is reshaped by AI summaries, media planning will cease to be just a marketing department task and become part of enterprise information infrastructure.

In the InfoInfra (Information Infrastructure) system of PT. Otto Media Grup, media planning means:

Brands must leave sustainable content assets at global platform entry points, not just one-off exposure;

Must own a long-term callable creator network as a localization and context adaptation interface;

Must have predictable cross-border compliance ability, not last-minute creative fixes;

Must unify search results, community discussions, content distribution, and DOOH exposure into one structure, not operate separately.

When these conditions are connected, brands are no longer “advertising externally,” but building a backbone for their information ecosystem that operates across cultures, languages, and platforms.