The months-long study, however, says nothing about what impact the presence of two viable currencies will have on the advertising marketplace.
The only net decrease in ad-spending plans among media in Mediaocean's just-released survey of marketers is for TV and print.
The service - DASH (Universe Study of Device and Account Sharing) - is the first syndicated ARF study accredited by the MRC, but follows a series of entrepreneurial research studies by the
federation.
That's according to a report from research firm Forrester, which found that over 80% of marketers surveyed are planning to increase their principal media spending this year.
A study conducted by Ipsos found a large majority of Americans believe screens are a problem - especially how they are used and the attention and money people give them. The data suggests this ties
into differences in optimism among youth in terms of views on the U.S. and the American dream.
Apple and Google have entered into a multi-year collaboration to build on the next generation of Apple Foundation Models based on Google's Gemini and cloud technology.
It may have started with vision and sizzle, but the year evolved into a sophisticated, methodological framework for rearchitecting advertising and media on the road to 2030.
Over the last five years, video game adaptations have grown to 272 titles, with 62 in 2024 alone.
The question: What share of your ad budget will be spent targeting bots, not humans, in 2030? The responses ranged from 0% to 100%, but as the year progressed, the higher number seems more likely.
Peter DeSantis will lead the new group, Amazon CEO Andy Jassy wrote in a letter to employees, which also posted on the company's blog. Jassy has been spearheading the push into everything AI.
Anthropic, Block, OpenAI and other AI-tech companies recently launched the Agentic AI Foundation to ensure that agentic AI tools for advertisers and marketers develop as an open, collaborative
ecosystem.
Because just like nature, trade reporters abhor a vacuum, and the demise of IPG's and Publicis' forecasts has created one. Plus, WARC has paid its dues and is widely cited across the industry.
A study conducted by a neuro-contextual ad company in partnership with a neuroscientist at Columbia University found neuro-contextual ads deliver 3.5x higher neural engagement than non-contextual ads.
Total linear core TV ad revenues are expected to land at $55.2 billion in 2025 - down 7% vs. 2024 - and to fall 6% to $51.6 billion next year and 8% to $47.9 billion in 2027. The only part of total
TV's gains is AVOD streaming, which will rise this year by 15% to $16.1 billion.
Google's Gemini AI models will now power two agentic agents to help advertisers gain insights and drive improved campaign performance.
MoffettNathanson Research estimated the Amazon ad-supported Prime Video tier will exceed $2 billion in 2025.
AI models from Anthropic are learning to reason, reflect and express how they think - but only about 20% of the time.
National linear TV will drop 10% to $4.65 billion, with national TV down 26% when including Olympic revenue, according to estimates from MoffettNathanson Research.
When people feel genuinely recognized on the screen - and thus in the message - they have more positive thoughts about the ads viewed, according to a recent study. But there is one glaring omission.
Shelly Palmer also dives into new research suggesting half of online content already is being generated by bots, and we get his impressions on the first agentic media buy.
For the first 30 days after their respective launches, ESPN has amassed 2.1 million subscribers, while Fox One has 1.1 million.
From July-September, the NFL continued to be the top program in TV ad impressions - posting a 12% hike to a 3% share of TV ad impressions.
The future of media and marketing research will be an increasingly synthetic one, combining AI and human experiences in ways that are better than either could be on their own.
As rising FAST networks help fuel ad-supported streaming revenue, The Roku Channel and Tubi in particular will see revenues spike, with Amazon Prime Video and Netflix gaining on Hulu.
A new Bain & Co. report finds 65% of gamers say "ads interrupt my gaming experience." The research also shows gamers are making more in-game purchases based on in-game ads - 46%, up from 40%.
Jason Downie, global CRO of Making Science's RAISING division, described generative AI and agentic AI with the analogy of a baseball game. The industry isn't even in the first inning - it has not
entered the stadium yet.
More than two years after launching Madison and Wall, long-time ad industry forecaster Brian Wieser has recruited Magna's Luke Stillman to the team. Both are former Wall Street analysts.
A new report from the World Advertising Research Center shows ad spend on social media skyrocketing 20.2% last quarter, doubling original projections of 12.4% and generating $4.9 billion in added
value.
Horizon Media just dropped new research redefining what it means to be "live" in the modern time-shiftable media universe. The agency has reorganized the meaning of "live" media experiences under a
rubric consisting of three concentric layers: real-time, social reverb and cultural afterglow.
"Our goal is to build multimodel general intelligence," Luma AI CEO Amit Jain said, explaining that the company wants to build what comes after text-based large language models to further creativity.