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.
The capability is being developed via a partnership between Sightly and Vurvey Labs that builds people models and AI personas.
Agentic agents have become a disruptive tool for brands and agencies to develop complete ad strategies, and are reshaping how the entertainment industry conceptualizes and produces films and TV
series.
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.
According to a new National Research Group study, 62% of sports fans enjoy watching sports on social media more than on traditional TV.
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.
The "dysoptimism" cultural perspective, which the agency says balances realism and hope, underpins the report's 100 trends that it identifies across 16 countries and 10 sectors that include culture,
technology, travel, health, retail, and innovation.
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.
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.
The combined group's expanded scale across media, data, commerce and healthcare could make Omnicom a more competitive partner for global, consolidated mandates, particularly as advertisers look to
reduce the number of agency relationships they manage.
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.
The Platinum Rye Entertainment survey also found that Super Bowl ads are vehicles for discovering or rediscovering music with 44% of those polled saying they have searched for and streamed or
downloaded a song after hearing it in an ad.
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.
Dentsu finds companies are rushing into the agentic AI space without a viable game plan and "risk not only building inefficient solutions but [also] eroding consumer trust in their brand."
But currently most companies don't understand how to use AI to build customer relationships according to a new report from Stagwell's Code And Theory and "The Wall Street Journal."
As it approaches its decennial next March, the firm now has regional directors across the Americas, Europe, Middle East & Africa and Asia Pacific and measures media expenditures across 50 countries.
The partnership is designed to develop more robust insights around engagement, loyalty, retail strategy, and marketing ROI for clients.
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.
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.
A new feature of this year's list is the inclusion of a metric that estimates the percentage of a company's revenue derived from fossil fuel contracts. Topping that index is Edelman.
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.
Grenz was with pharma giant GSK for nearly a dozen years most recently as vice president-global head of media.
DoubleVerify research shows that agencies spend 26% of their time manually optimizing client campaigns, averaging out to about 10 hours per week for every employee worldwide.
"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.
In a new study from Mediaocean, 72% of media and marketing execs said they believe generative AI is "the most important consumer trend," followed by streaming and social media video platforms at 51%.
As part of its ongoing research into the "New America," Ipsos has just released a report on the "American Dream" -- past, present and future. Hint: Its meaning is in the eye of the beholder.
Nearly 60% of global marketers identified AI-driven campaign personalization and optimization as the most impactful trend shaping the industry this year.