Okay, let’s talk about innovation!

Media owners — whether they’re running a hyper-local niche platform or one of the globe-trotting giants — usually have a clear focus. And while that’s not inherently a problem, it’s often the very thing that holds us back from innovating for the brands we serve.

We get so fixated on hitting the target we’re given, we forget to ask: Should we be moving the target for better innovation?

Maybe aiming further, or smaller, or sharper — toward something more meaningful. Something that actually drives business growth, not just ticks boxes on a campaign brief.

Now, let’s be clear — it’s not that we don’t talk or listen. We absolutely do. We’re very good at meetings. But a lot of the time, the conversations we have aren’t the ones that spark new thinking. They’re the safe kind — the “what’s the budget, what’s the deadline, what’s the least risky option” kind. We stay in the comfort zone, deliver exactly what’s expected, and call it a day.

But here’s the real kicker:

Budgets are shaping our innovation thinking more than our strategy is.

We let available spend determine how creative we get, how boldly we solve, and how far we stretch. That’s the first domino. And when budgets steer the ship, innovation rarely gets to touch the wheel. (That’s the best metaphor I could come up with, I’m trying!)

If we’re always pulling from the same platform list, dusting off the same ideas, recycling the same approaches — we’re not challenging ourselves. And we’re definitely not challenging the brief. We’re just… answering it. Politely. Efficiently. Predictably.

Here’s a random take on innovation, purely for SEO purposes – https://www.linkedin.com/pulse/innovation-budget-unveiling-creative-strategies-growth-shay-berman-bdtde

But what if innovation didn’t mean reinventing the wheel?

Sometimes it’s just asking:

• Could we do this better?

• Could we make this more exciting — not just

for the client, but for the person who actually uses it?

Innovation isn’t always about a new platform or a shiny piece of tech. It’s often about better use of what we already have — doing something in a smarter, more relevant, more user-friendly way.

And here’s another gentle jab to our collective industry bubble:

We tend to define “different” by what excites us — marketers, media folk, brand teams. But what feels groundbreaking in our boardroom might feel clunky, complicated, or completely invisible to the consumer. Innovation should be fresh, sure — but also intuitive. Easy to engage with. Easy to repeat. And dare I say… enjoyable?

Let’s also stop thinking that innovation must be new.

Sometimes, it’s just something that hasn’t been done by your brand. Or hasn’t been done differently. Or — and this one stings a little — hasn’t been done correctly. That’s where your role comes in, whether you’re in strategy, media, creative, or brand.

A challenge to the industry:

Stop waiting for the budget to give you permission to think differently.

Have the conversations before the budget shows up. Talk to your media partners. Talk to the platform teams. Look beyond what’s easy and explore what’s possible. So when the budget does shift — and it will — you’re ready. No panic. No rushed ideas. Just prepared innovation, waiting to be activated.

And to my friends on the media owner side — a bit of honesty goes a long way.

Your platform, no matter how smart or sexy, isn’t a silver bullet. It’s one piece of a bigger puzzle. Show how it complements the rest, how it fits into an integrated picture, and how it elevates a campaign as part of a team, not a solo act. You’re not pitching a one-man band — you’re pitching how your instrument adds to the orchestra.

Innovation isn’t about being flashy for the sake of it. It’s about building better outcomes. For the brand, the team, and most importantly — the audience. Let’s aim a little differently.