Future-Proof Your Marketing: How AI Search Disruption and Smarter offline channels Are Changing the Game

The marketing landscape is facing two seismic shifts. On one side, AI-powered search engines such as ChatGPT and Co-pilot are reshaping how consumers discover information, this is set to take over 20% of the search market by 2030 whilst Google’s share falls from nearly 90% to 75%. On the other, traditional channels such as OOH and broadcast media are evolving into highly measurable, data-driven platforms that are se to rival digital for targeting precision.

For brands that have relied heavily on Google Ads, the challenge is urgent. The rise of zero-click searches, projected to climb from 58% today to over 74% by 2030, means fewer users clicking through to websites. Combined with increased competition, this could push cost per lead up by 40% while lead volumes drop by 25%. Businesses that fail to adapt risk losing both efficiency and visibility.

That’s where the new generation of OOH and broadcast steps in. Digital Out-of-Home now accounts for nearly two thirds of UK spend, driven by programmatic buying, AI powered targeting, and real-time contextual triggers like location, weather, and time of day. Campaigns are no longer static they’re measurable, dynamic, and can be linked to online behaviour, showing exactly how a poster or screen impacts search activity, app downloads and even store visits. Similarly the growth of CTV in the TV landscape have become trackable channels, with attribution models connecting ad spots to digital actions in near real time.

This isn’t about going backwards, it’s about reinventing in trusted formats with digital intelligence. By combining the broad reach and credibility of traditional channels with the precision and accountability of digital, brands can build a resilient marketing mix that works both in an AI-driven search world and beyond it.

The takeaway is clear: future proofing means diversifying your media strategy, including a return to traditional channels but now integrating cross channel measurement, optimising for AI driven discovery, and anchoring your brand in channels that can negate the changing ways that consumers are using search. Media Agency Group, are already delivering these integrated, data-led strategies for clients, blending the best of traditional and digital to ensure your marketing works harder today and is ready for whatever comes next.