Latest Marketing & Advertising News
Global Advertising Spend Grows 8.9% to $1.19 Trillion in 2025
Global ad spend is projected to reach $1.19trn in 2025, up 8.9% from prior forecasts, driven by Big Tech platforms. Alphabet, Amazon, and Meta captured 56.1% market share excluding China, rising to 58% in 2026, fueled by AI optimization and data infrastructure.
This consolidation impacts open web display ads, marking a shift in the ad ecosystem.
Big Tech Dominates 2025 Ad Market with 56% Share
Alphabet, Amazon, and Meta took 56.1% of global ad spend excluding China in 2025, equivalent to $556.6bn. Their scale enables heavy R&D in AI-driven tools like creative automation and first-party data.
WARC's report highlights this as a new normal for media.
Customer Obsession Trumps AI Hype in 2026 Marketing
2026 shifts from AI demos to proving customer experience improvements via AI, per Mod Op experts. Leaders win by demonstrating tangible benefits rather than AI-first claims.
This follows 2023-2025 hype phase.
B2B Influencer Marketing Surges with AI Search Rise
B2B marketers boost influencer, PR spend as buyers use AI for self-education. External expert voices drive deals amid AI tools like ChatGPT.
Generative Engine Optimization (GEO) becomes vital alongside SEO for AI visibility.
GEO Emerges as Key Strategy for AI-Era Brand Visibility
Brands prioritize GEO to make content citable by AI engines like Gemini, integrating with PR. It builds credibility beyond traditional SEO.
PR focuses on AI-ready narratives and measurable citations.
TikTok Ban Drama and AI Ads Define 2025 Social Trends
2025 saw brief TikTok ban, brands quieter on issues, AI ads normalized but scrutinized. Trends included bot-amplified controversies, Labubu unboxings generating $4bn for Pop Mart.
Brands eyed Substack, Reddit for engagement.
Uberall Launches AI Tools for Location-Based Marketing
Uberall's 2025 updates include AI-assisted social posts, optimal posting times, review-based content. Campaign subscriptions ensure brand consistency across locations.
Features boost engagement for AI and customers.
Video Ad Agency Market to Grow 8% CAGR Through 2031
Global video ad agency market expands at 8% CAGR from 2025-2031, driven by digital demand and OTT/CTV. Trends favor AI personalization, short-form video, shoppable features.
Challenges include ROI measurement and costs.
WPP Media Wins Major Accounts in Transformative 2025
WPP Media secured Mastercard, Henkel, Reckitt accounts post-rebrand. Campaigns like Dove's AI-era beauty, Cartier's Grand Prix win highlight AI/data strengths.
Prepares for 2026 with personalized content focus.
MADUP Secures $23M for AI Marketing Global Expansion
MADUP raises $23M to scale LEVER Xpert AI agent worldwide. Handles IMC for Samsung, Olive Young in US, Europe, Asia.
NYU program aids North American strategy.
Over Half of Marketers Expect 2026 Budget Cuts
More than 50% anticipate tighter budgets, headcount reductions in 2026. Signals potential volatility despite ad growth.
WPP notes TikTok/YouTube dominating content ad revenue.