As advertising markets worldwide transition toward digital-first ecosystems, strategic planning in advertising is undergoing significant transformation. Traditional planning models centered on linear message development and predictable media sequencing are increasingly challenged by platform-driven logics, algorithmic visibility, and engagement-oriented objectives. While existing research has examined digital advertising primarily through performance metrics and technological adoption, limited attention has been given to how strategic planning itself is being reconfigured under digital-first conditions. Addressing this gap, this study examines the transformation of strategic planning in digital-first advertising markets through a qualitative interpretive content analysis of digital advertising campaigns. Using Malaysia as an empirical anchor and drawing comparative reference to selected Western cases, the study analyses how engagement-oriented planning logics, technological experimentation, and strategic risk considerations are embedded within advertising content. Guided by Consumer Engagement Theory, the findings reveal a shift toward engagement-led strategic planning, in which creativity and technology function as strategic instruments rather than standalone outputs. By foregrounding strategic planning decisions as they manifest in advertising executions, this study contributes contextually grounded yet globally relevant insights into how advertising strategy is evolving within digital-first advertising ecosystems.

Authors:
Fahizah Shamsuddin, Sunway University, Malaysia
Nursyamira Shaid, Universiti Malaya, Malaysia

About the Presenter(s)
Dr. Fahizah Binti Shamsuddin, Senior Lecturer & Programme Leader (Master of Communication). Her interests include advertising strategy, digital media, branding, and consumer culture. Her current project examines Gen Z, digital-first advertising, and

Connect on Linkedin
https://www.linkedin.com/in/fahizah-shamsuddin-ph-d-ipa-uk-49a14656/

See this presentation on the full schedule – Monday Schedule

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