Super Bowl Sunday brings a high-stakes playground for advertisers, offering them a chance to check the pulse of the ad world. It’s the closest thing marketers have to a crystal ball, providing glimpses into the strategies, themes and platforms that will define the year ahead. And while this year’s ads featured a disturbing recurrence of
Category: Thought Leadership
This year, 30-second commercials in the Super Bowl went for more than $8 million; however, for some brands, that simply wasn’t enough time. Dunkin’, Pfizer, T-Mobile, Uber Eats, and TurboTax were some of the brands that opted for 60-second and 90-second ads this year. Jeep even bought two minutes of ad time in the fourth quarter. But when
The Super Bowl continues to be a colossal event for brands and marketers, but will this year’s Big Game have a lasting impact on the ad industry? … “I haven’t seen a trend of other live events being prioritized to the detriment of the NFL,” Marcy Greenberger, chief investment officer at UM, said. “Advertiser demand
UM MENAT’s Joe Nicolas shares the secret recipe to success: turning complexity into clarity, noise into impact and transient moments into enduring strategies. Let’s call 2024 what it really was, an intense year for the media industry when buzzwords such as artificial intelligence, automation and martech dominated our conversations and challenged the core of our
The “rubber has hit the road” with agencies making use of AI, according to UM global brand president Susan Kingston-Brown, and clients now expect them to “make full use of the AI that’s available”. But she warned in an interview with The Media Leader that using AI risks not only incentivising a “race to the mean” but
To compete with AI, agencies must do what they’ve always done best, says Dan Chapman, global chief strategy officer at UM, part of IPG Mediabrands: focus on finding a brand’s true difference. In the second law of thermodynamics, entropy describes an inevitable decline into disorder within a closed system. Applied to marketing, this principle translates
In 2025, media agencies can expect their workload to diversify and get bigger, according to media agency bosses Natalie Cummins, Henry Daglish and Kara Osborne. … Osborne, chief executive of UM London, wants agencies to be seen as a “true business partner” in the year 2025 so that they can tackle next year’s key issue
People aren’t posting as much anymore, there are too many adds, it’s been taken over by influencers, it’s become toxic, there’s too much misinformation, there are too many bots… the list of gripes seems to grow by the day. Last year, a Gartner survey found 53% of consumers believe the current state of social media has decayed
It’s a new year, which means plenty of opportunity for growth and change in the world of TV. Last year, the TV industry learned a lot amid increasing consolidation, declining upfront prices, and shifting consumption. Now, it appears that ad-supported streaming, new forms of measurement, and commerce media are set to take center stage. As
Digiday hosted a focus group of eight senior media agency executives who oversee media investment at holding company-owned and independent media agencies to gather first-person accounts of client spending. Agencies and networks that participated in the focus group were: UM Assembly Global Horizon Media Magna Global Mediahub Novus PMG Publicis Media … “A lot of
