Industry Insights
Billboard Advertising Gets Smart: When Outdoor Meets Digital Magic
Outdoor advertising has changed over the years. Traditional OOH has evolved in the digital era, without losing the essence of what made billboards iconic in the first place. Today, we are in the age of Billboards 2.0, the time when traditional billboard advertising meets digital interactivity to build valuable experiences that engage audiences beyond the street level. The streets we walk…
Viral Memes Aren’t Just for Laughs Anymore— They’re Building Empires
If the internet is a stage, memes are the punchlines that built empires. What started as inside jokes on Tumblr or Reddit now drives brand identity, creator influence, and billion-dollar business strategies. In the creator economy, memes are more than fleeting cultural artifacts — they’re currency. For a new generation of creator-led brands, they are…
Digital Ad Spend Growth: How Agencies Can Survive and Thrive in the Boom
For years, global spending on digital advertising has been increasing by double-digit percentages, and the trend appears set to continue. In 2024, digital channels surpassed all traditional media combined in terms of advertising spend, and by 2025, the bulk of global ad spending will be allocated to just a few companies: Google, Meta, Amazon, TikTok,…
Inclusive Advertising Metrics: Are Your Campaigns Truly Seen?
When was the last time you scrolled through Instagram, binged-watched a show on Netflix or skimmed through YouTube? How many of the ads really grabbed your attention? More importantly, how many ads invoked a feeling of relevance? I tend to think that many more-than-we-realize simply went right by. Not because the ad wasn’t entertaining or…
AI Personalization: The New Determiner in Holiday Shopping for Gen Z Consumers
The holiday shopping season is usually the retail industry’s comfort blanket—a reliable fourth-quarter surge to cover up weaker months. In 2025, that blanket feels thinner, and retailers are bracing for a chill. Sales are expected to grow just 1.2% during November and December, according to eMarketer’s May forecast—below the year’s 1.5% growth rate. Consumers are…
Comedy, Adtech, Live TV: The Kingmakers at TV Upfronts 2025
The 2025 TV Upfronts marked a defining moment for advertisers, publishers, and brands. Why? Because new heroes, undercurrents, and kingmakers were revealed—and there’s no excuse anymore for brands to shy away from understanding their importance. TV continues to hold a prominent place in every marketing strategy. Professionals and brand custodians cannot escape the truth: television…
Cannes Lions 2025 and the New Era of Advertising Risk
Can you recall the last ad that you found interesting enough to stop scrolling, laugh out loud, or send the link to a friend? You will likely realize it was not the ad with the safe, predictable approach that grabbed your attention, but the bold ad. Maybe it was even a little risky. At Cannes…
Navigating CTV Measurement Without Nielsen: The Great TV Currency Shift
Nielsen’s panel-only currency is on borrowed time. By the end of 2025, it will be retired, marking one of the most consequential shifts in TV and CTV measurement in decades. With connected TV (CTV) expected to account for 40.2% of the $83.25 billion advertisers will spend on linear and CTV combined this year—and nearly a…
The Hidden Power of Post-Purchase Experience in Driving Retention
The sale used to be the finish line. Today, it’s only the starting line. In a crowded marketplace where products look the same and ads blur together, the post-purchase experience has become the true battlefield for loyalty. What happens in the hours, days, and weeks after customers click “buy” will determine whether they become a…
What Marketers Should Know About the Omnicom-IPG Merger
The advertising industry just had its mic-drop moment. The Omnicom-IPG merger, valued at approximately $13.5 billion, represents far more than just a headline. Rather, it represents a force that will reshape the very foundations upon which global agencies exist. For years, there has been conjecture about who would blink first in the race to scale.…
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