The ad market is like a hydra: Every time a head gets cut off, two grow back. Which is to say, for every channel that goes out of fashion – we’re looking at you, linear TV and physical newspapers – a new one pops up to replace it, keeping overall ad spend on the rise
Interpublic investment arm Magna has revised its 2025 Global Ad Forecast downwards, joining WPP Media in signalling a worse-than-anticipated slowdown in the global ad market this year amid macroeconomic uncertainty. Magna now expects global ad revenue to grow 4.9% to reach $979bn this year, after previously forecasting 6.1% growth to $990bn.
MAGNA’s Summer Update of the Global Ad Forecast projects global advertising revenues for media owners to reach $979 billion in 2025, a 4.9% increase from 2024. Traditional Media Owners (TMO) — including TV, radio, publishing, and out-of-home — are expected to see a 3% decline in ad revenues, totaling $261 billion, “due to economic uncertainty”.
Snapchat has published a new report which looks at the overall effectiveness of skippable versus non-skippable ads, and how Snap users respond to each, in order to help guide placement decisions. Snapchat offers both options, with Snap’s “Standard Commercials” (3 to 6 seconds) being non-skippable, and “Extended Play Commercials (7 to 180 seconds) being skippable
One of the benefits of streaming over cable is not being locked into contracts. Streamers can pause or cancel services, add a new service to their lineup to watch a new show, and rotate in free streaming services any time. All that change means that advertisers need to adjust if they want to reach their
Magna now expects U.S. ad sales to increase 4.3% this year, down from its earlier forecast of 4.9% A major ad industry forecaster has downgraded its U.S. growth projection for 2025 because of a lack of economic visibility and a decline in consumer confidence that it said could be a drag on marketing and advertising
Magna and Sightly’s research shows the approach can triple purchase intent There’s no need to pontificate about the power of relevant advertising in live moments; the numbers speak for themselves. New research from Magna, the media intelligence and investment unit within IPG Mediabrands, and Sightly, a real-time marketing intelligence and activation company, quantifies the
We’re living through a golden age of sports, and marketers are waking up to the opportunity in greater numbers than ever. As Super Bowl LIX approaches, Kevin Collins, EVP, sports marketplace strategy at MAGNA, explores the key drivers behind the boom and the reasons brand advertisers (and media buyers) should focus their sports strategy on
Disney said it is expanding its “Magic Words” advertising feature, introduced last year, to live programming. That and other innovations were touted by the media giant Wednesday at its fifth annual Tech and Data Showcase at CES in Las Vegas. “Emotional engagement has the power to make us feel something deeply meaningful. And that is
With so much online, it’s hard to stand out — that is, unless you can attach your company to something your consumer is passionate about. Luckily, everyone is a fan of something these days.