Latest Marketing & Advertising News
Global Ad Spend Projected to Grow 8.8% in 2025 Fueled by AI Boom
WPP forecasts an 8.8% increase in global ad spend for 2025, with the U.S. at 12.5%, driven by massive AI investments, reinvested savings, and new AI endemic companies entering the market. Retail media networks are exploding, surpassing TV ad revenue by monetizing consumer data across channels.
Brands must adapt to personalized, pervasive advertising amid ongoing media consolidation.
WARC Upgrades Global Ad Market Growth to 8.9% Reaching $1.19 Trillion
WARC reports global advertising spend closing 2025 at 8.9% growth to $1.19 trillion, concentrated in big tech platforms. This upgrade reflects strong momentum in digital channels despite uneven distribution.
Marketers are urged to focus on high-growth tech-driven opportunities.
IAB Europe Releases Report on Social Impacts of Digital Advertising
On December 17, 2025, IAB Europe launched 'Beyond Reach,' examining social sustainability in digital ads, including media plurality, misinformation, and diversity. The report highlights unmeasured social impacts beyond environmental concerns and calls for standardized KPIs.
Industry leaders advocate directing investments toward public value media.
Sponsorships Evolve: 11% of Marketing Budgets Allocated in 2025
WFA and Lumency's 2025 report shows sponsorship investments rising, averaging 11% of brands' budgets, with optimism for growth as cuts expected by only 17% of brands. Brands are diversifying beyond sports into music and arts, activating across 2.2 categories.
Sponsorships now focus on cultural partnerships delivering measurable performance.
AI-Powered Personalization Dominates 2026 Digital Marketing Trends
AI and generative AI will personalize content, messaging, and journeys based on real-time data, becoming standard for businesses. By 2026, half of 2025's digital marketers using AI expect dynamic, brand-consistent adaptations.
Trends emphasize refining strategies amid privacy laws and expanded search.
PPC Future in 2025: AI Automation and Smart Bidding Take Over
Google's AI-driven automation, including Smart Bidding like Target ROAS, boosts ROI by 20-30% through real-time adjustments and targeting. Contextual targeting and first-party data rise for privacy compliance, with voice search hitting 50% of queries.
Agencies leverage white-label solutions for scalable campaigns.
Retail Media Networks Set to Overtake TV Ad Revenue
Retail media is exploding as anyone with consumer data monetizes it, projected to surpass linear and streaming TV combined. This shift turns channels into engagement opportunities for brands.
Global Chief Client Officer Adam Gerhart highlights the massive opportunity.
Voice Search and Short-Form Video Reshape 2025 Digital Strategies
Over half of searches are now FAQ-like voice queries, requiring conversational content optimization. Short-form videos on TikTok, Reels, and Shorts dominate with simple demos and behind-the-scenes content.
Social platforms evolve into seamless shops, boosting in-app purchases.
Social Media Trends 2025: Platforms as Central Discovery Engines
Audiences use social with intent for community truth, digital primetime entertainment, and discovery. Social is now core consumer journey infrastructure for brands.
Marketers must integrate it into communications planning.
Small Engaged Communities Outperform Large Audiences in 2025
Brands prioritize tiny, interactive communities via Discord over broad reach for deeper loyalty. Tactics include rewards, early access, and value-driven content to build engagement.
Success blends tech like AI with human authenticity.
Digital Advertising's Social Fabric Under Scrutiny in New Report
IAB Europe's Sustainability Standards Committee maps social impacts like accessibility and misinformation across Europe's media chain. Efforts remain limited, needing coordinated standards for responsible buying beyond harm avoidance.
Experts call for interoperable KPIs to measure qualitative value.