Advertising forecast downgraded
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The risk of prolonged stagflation – and outright recession – has grown in key economies, exacerbated by new trade tariffs set to bite from H2 2025. Automakers, retailers and tech
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Gaps remaining for marketers trying to benefit from GenAI
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77% of marketers explore GenAI but only 44% realize significant benefits. Creative tool providers offer numerous ways to customise content generators to produce branded content but gaps remain in their
Explosive growth for ads in women sports on TV
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Women sports on TV are attracting advertisers! Women’s sports saw record growth across every major TV benchmark last year. Overall advertiser spend and ad impressions more than doubled from 2023,
Podcast ad spend reaching $5 billion but growth slowing down
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Video podcast consumption is growing, and YouTube – celebrating 20 years this month – has emerged as the most popular platform: viewers watched over 400 million hours of podcasts per
Advertisers will adjust to more women watching Super Bowl
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The US Super Bowl is of course a focus on which team will be the NFL champion but for the advertising business, it is also one of the yearly top
AI workers for future marketing jobs
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Artificial intelligence will have a big impact on marketing. By 2028, one out of five marketing roles or functions will be held by an AI worker, shifting human expertise to
Use of AI assistants to impact search marketing
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Smartphone users will turn to AI assistants and by 2027, mobile app usage will decrease by 25%. AI assistants such as Apple Intelligence, ChatGPT, Google Gemini, Meta AI, and others
Global ad spend $1 trillion but there are geopolitical challenges
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Global advertising spend is on course to surpass $1 trillion for the first time after growing 10.7% this year to a total of $1.08 trillion, global marketing firm WARC says
Product reviews and recommendations top content on TikTok
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Product reviews and recommendations is top content on TikTok. This is especially true for young women who use the platform. A majority of US adults who use TikTok (62%) say
Advertisers forecast rising media inflation for next couple of years
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Media inflation for advertisers is predicted to rise over the next couple of years. If we assume that an advertiser reached 100 people in 2023, the latest numbers mean that