In this interview, Ivan Doruda, CEO of MGID, explains why the industry’s protective systems have backfired, how this has weakened the media ecosystem, and what advertisers can do to reverse the trend.
BRANDS + MARKETERS
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As commerce and retail initiatives take centre stage, PrOOH is uniquely placed to drive measurable outcomes – whether that’s influencing purchase intent, reinforcing key messages close to point of sale, or boosting ROI when paired with other channels.
Reach may open the door, but resonance is what closes the deal. In today’s creator economy, performance is the premium, and it’s time our contracts caught up.
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AW SHORTS – BRANDS + MARKETERS
From creative and strategy to experiential and digital, here’s how key voices from across the industry are interpreting the latest findings, and what they believe marketers must prioritise to navigate the road ahead.
Whether it’s a last-second game winner, a viral TikTok trend, or a breakout Twitch stream, the path to relevance is no longer about reach alone. It’s about resonance.
During Converge @ Cannes, a group of brand, media, and advocacy leaders broke down why abandoning the LGBTQ+ community is not just a moral failure—it’s a catastrophic business decision.
What role do brands play in shaping those emotions to begin with?
The content arms race isn’t going away. But if brands want to thrive—not just survive—it’s time to rethink the systems behind the stories.
Whether it’s through purpose-aligned storytelling, wellness-infused activations, or simply giving people permission to breathe, the most resonant brand experiences this year felt human.
Experiential marketing, at its best, is not a standalone tactic. It’s a strategic pillar that shapes perception, deepens engagement and fuels brand storytelling across every channel.
As social media drives more of our culture, risk-taking will become a necessity that brands can’t afford to ignore.
With a cautious but optimistic approach, marketers can not only withstand the perfect storm; they can chart a path through it. Growth is still possible, even in the unpredictable economy of 2025 and beyond.
Legacy publishers have always known how to tell stories. But today, storytelling alone isn’t enough. To thrive, they must also engineer how that story is experienced across platforms, formats, and communities.
The brands that thrive on social won’t be the ones chasing trends or chasing likes. They’ll be the ones that connect content to commercial impact and prove it.
The marketers who take the time to understand, respect, and speak directly to women—across generations—are the ones who will build loyalty, love, and long-term market share.
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