Years of chasing impressions and instant conversions created what the agency calls an industry "doom loop," where budgets flood into performance media and brand equity deteriorates.
The just-published report - the first in a planned series of ongoing studies - also finds there is no rule of thumb for effective frequency. "It depends," says Chief Intelligence Officer Joanna
O'Connell.
Last year of course, one deal towered in significance above all others - Omnicom's acquisition of IPG.
Almost a year in the making, the report provides an "intelligence framework" that establishes five key capability categories that will shape which players become primary sources of intelligence for
business and consumers by 2030.
"The cancel button is the new protest sign," according to the analysis. They point to last fall's "Don't Stream Fascism" campaign urging subscribers to cancel the streamer after it took ads from ICE
(US Immigration & Customs Enforcement).
Backed by research finding half of demand-side execs already are scaling AI in their advanced audience measurement, the news comes days after Dentsu unveiled a proprietary generative audiences system.
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.
Omnicom Media's new "Future of Brand Influence" study implies a new "multi-microphone" stage of consumer influence omprised of AI and people, as well as "influencers," whether they be man or machine.
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.
And nearly 62% believe the direction of the country is on the "wrong track," according to new research from Stagwell research firm National Research Group.
Gardner previously served as COO of the Harris Poll, which he joined in 2017. Earlier he was APAC CEO and global COO of Penn Schoen Berland.
A majority of voters (56%) say Trump has exceeded his authority as president. And most (51%) also believe he acts more like a "fascist dictator" than a "strong president."
57% of those surveyed by Stagwell's Harris Poll say the rise in AI is causing significant stress. The majority indicated they've considered moving to another country.
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.
WPP Media's updated Advertising in 2030 report highlights trends as well as the future of media, technology and commerce as viewed by industry experts. Much of it revolves around biometrics and GAI.
"Welcome to the new age of decision dominance" reads a tag used by Aaru, the researcher partnering with IPG to create an agents-based studio simulating human responses to ads, media and other campaign
variables.
The expansion boosts the number of international markets covered to 30 and integrates "bespoke," panel-based health data to generate new consumer insights.
75% of those surveyed said their plans to buy a home are now on hold and about two-thirds said they have shelved plans for now of having a child.
The announcement was timed to Stagwell's second annual Future of News UK summit today. The company also released a new study revealing EMEA CEOs and Board Directors view news as a key medium to reach
stakeholders.
"Reimagining our orchestration strategy to get the best out of all of Mediabrands. That was our big 2024 bet," reflects Global CEO Eileen Kiernan.
Just as the House Judiciary Committee begins probing Omnicom and Interpublic for their "responsible" media policies, Stagwell is releasing well-timed research showing C/board-level support for news
media.
Under the revised arrangement, all the holding company's major units - Havas Media Network, Havas Creative Network and Havas Health Network agencies - have access to the YouGov Profiles and YouGov
BrandIndex data.
How does a company conduct a study of visual attention and performance on retail video screens when participants only receive directions on when and where? Trust played a role, with very little
information on why they were there.
"Our media model works well," said CEO Philippe Krakowsky on an earnings call Friday. The question is "Can it work better?," he added - particularly in terms of delivering value to clients.
The U.S. Ad Market Tracker rose 2.5% in May, the first expansion in 11 months. The expansion compares with the year-ago period that was only up modestly, and is the best May since Standard Media Index
began tracking it.
Underlying revenue will expand 5.4% this year, according to Brian Wieser's "Madison and Wall," outpacing a 2023 consensus ad-spending growth of just 4.3%.
The U.S. Ad Market Tracker fell for the ninth consecutive month in March, signaling a continuing weakening of demand from the nation's biggest national advertisers and agencies.
How do you NOT get to Carnegie Hall, if you're Paramount's upfront pitch team? You practice dining, dining, dining!
A MediaPost analysis of unweighted monthly Standard Media Index data, shows U.S. ad spending rising little more than 3% last year, far less than the agency holding company forecast consensus of nearly
10%.
This most likely is the most anticlimactic Agency of The Year award profile I will ever write. That's because I called GroupM as our probable holding company-level entity of the year at the mid-year
mark back in July, based on what it had already accomplished by that point. I added that it was GroupM's to lose, and challenged its peers to step up and prove me wrong.