Month: December 2024

Another year, another remarkable give and take for the advertising industry. See below for what we think is in store for 2025.

In
Anti-woke corporate backlash 
Out 
DEI corporate wave

In
Fragmentation of brand safety
Out
Industrialization of brand safety

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Marketers are faithfully obsessed with the shiny new thing when it comes to their brand activations. So it’s no surprise that in year two of having generative AI at their disposal, marketers have rushed to use it in their advertising. 

But so far, consumers aren’t as enamored with generative AI created ads as marketers have been. Throughout 2024, the marketers who obviously used generative AI to make their ads (Toys R Us, Under Armour, Coca-Cola) or touted the possibilities of generative AI in their ads (like Google’s Olympics ad they pulled following backlash) had their ads panned by the general public, particularly the creative community. 

Despite that, the expectation is that marketers and agency execs will continue to (and likely increase) the use of generative AI in 2025. Marketers are regularly asking questions about how creative agencies are using generative AI and how they can integrate it into the creative process for their brands. Creative agency execs, for their part, believe that generative AI is simply a new tool that they’re going to continue to experiment with in various ways – though most don’t see their experiments going fully generative AI powered, at least not yet. 

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Meta’s embrace of artificial intelligence may soon alter the way that billions of users socialize on its apps.

CEO Jay Friedman confirmed the development on LinkedIn in which he confirmed a “restructuring across Goodway Group. With that, we faced a choice. Keep it quiet and try not to talk about it or overtly
support the people who will be impacted by eliminating roles in our workforce.”

Strong holiday spending was good news for retailers, but lower-income households are dangerously tapped out.

How can advertisers accurately monitor the incremental impact of media spend and activity on campaign performance if search doesn’t drive traffic?

Brian Wieser’s contribution about new media-planning paradigms in a CIMM-commissioned report was the most-read “Planning & Buying Insider” column of 2024, a year that was also dominated by discussions
of AI, alternative currencies and new generational cohorts.

Advertisers and publishers seem to have a limited understanding of all Microsoft Advertising’s capabilities. “We’re known for search,” says John Cosley, Microsoft Advertising senior director, brand
marketing, adding that the company offers much more.