Scaling Paid Media in the AI Era: Strategy, Optimisation & Market Expansion

Paid media is changing quickly. With AI in paid media reshaping how campaigns are created, analysed, and optimised, advertisers have more opportunities than ever but also more questions around how to use these tools effectively.

In this episode of the Affiliate Marketing Podcast, Lee-Ann Johnstone is joined by Andrei Blosh, Business Development Team Leader at PropellerAds, to discuss the evolving world of paid acquisition, AI-powered marketing, and what advertisers need to consider before investing their budgets.

With 15 years of experience in the advertising space, PropellerAds works with performance marketers across multiple verticals, including iGaming, finance, mobile apps, utilities, and lead generation. Andrei shares his perspective on how advertisers can build an effective paid media strategy rather than treating campaigns as a simple “turn on and wait” process. 

The conversation explores how AI is helping advertisers analyse performance, optimise campaigns, and make faster decisions, while also discussing why human creativity and preparation remain essential. From spotting AI-generated creatives to understanding the importance of testing budgets, tracking, and localisation, Andrei shares practical advice for businesses looking to scale their acquisition strategies.

AI in Paid Media: Key Talking Points

• How AI is changing paid media optimisation and campaign management
• Why AI-generated creatives still need human input and strategy
• The importance of preparation before launching paid campaigns
• Why paid media is not a quick-win channel
• How advertisers should approach testing budgets and optimisation
• The role of multi-format campaigns in acquisition strategies
• Why tier-three markets are becoming increasingly attractive
• How localisation impacts paid media performance across different regions

How AI Is Changing Paid Media Strategy and Optimisation

AI in paid media is becoming increasingly important, helping advertisers analyse data, identify patterns, and optimise campaigns faster.

Andrei explains that AI has already changed how teams work by reducing the time needed for tasks that previously required hours of manual analysis. Advertisers can now use AI tools to understand what is working, what is not, and where campaigns should be adjusted.

However, AI is not a replacement for marketing strategy.

Andrei highlights that advertisers still need to understand their audience, prepare their landing pages, build effective creatives, define their user journey, and have the right tracking systems in place before investing in traffic.

The biggest mistake businesses make is assuming AI can fix a weak foundation. Technology can support optimisation, but it cannot replace preparation.

Why Paid Media Strategy Requires Testing, Patience, and Partnership

One of the biggest misconceptions about paid media is expecting immediate returns.

Andrei explains that advertisers often approach campaigns expecting to put in one dollar and immediately receive three dollars back. In reality, successful campaigns require testing, optimisation, and time to gather enough data.

A strong paid media strategy involves testing different formats, analysing results, adjusting campaigns, and understanding what works for a specific audience.

For advertisers, this means having realistic expectations and allocating enough budget to properly evaluate performance.

Andrei also highlights that successful campaigns come from collaboration between advertisers and traffic partners. The best results happen when both sides work together towards a shared goal rather than treating traffic acquisition as a simple transaction.

Paid Media Market Expansion: Why Localisation Matters

As competition increases in established markets, more advertisers are exploring opportunities in tier-three regions.

Andrei explains that countries across Latin America, Africa, and Southeast Asia are becoming increasingly attractive because of growing digital adoption and expanding consumer markets.

However, entering these markets requires a localised paid media strategy.

Successful campaigns need to consider more than language. Advertisers must understand local preferences, payment methods, creative styles, device usage, and cultural differences.

For example, Andrei highlights that payment methods such as Pix in Brazil and M-Pesa in Kenya can play an important role in adapting campaigns for local audiences.

The opportunity is significant, but success depends on understanding the market rather than simply replicating campaigns from other regions.

What You Will Learn About AI in Paid Media

• How AI is helping advertisers optimise campaigns faster
• Why AI-generated creatives can sometimes hurt performance
• The preparation checklist businesses need before buying traffic
• Why paid media should be treated as a long-term strategy
• How advertisers can test campaigns effectively
• Why tier-three markets are attracting more attention
• How localisation impacts paid media success

Podcast Timestamps: AI, Paid Media and Market Expansion

04:56 – How AI is helping advertisers analyse and optimise campaigns
06:35 – Why AI-generated creatives can be easy to spot
11:02 – Why AI does not replace marketing preparation
16:45 – Why paid media is about long-term partnerships, not quick results
19:05 – How paid traffic can influence brand visibility and SEO
25:10 – Understanding testing budgets and campaign optimisation
30:15 – Why tier-three markets are becoming growth opportunities

Listen to the Affiliate Marketing Podcast

Paid media success is not just about buying traffic — it is about understanding your audience, testing strategically, and building campaigns that are designed to improve over time.

In this episode, Andrei Blosh shares practical advice on how advertisers can approach AI, campaign optimisation, and market expansion with a smarter strategy. Visit PropellerAds to find out more.

Listen to the full episode to discover how paid media is evolving and what businesses need to consider before investing in their next acquisition campaign.

Interested in taking part in the Affiliate Marketing Podcast? Contact our team to find out sponsorships opportunities and how we can help get your brand seen and heard in front of the right audience – contact [email protected] for more information.

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