The Q3 2025 IPA Bellwether Report arrives at a delicate time, as the market slowly regains its footing after a period of hesitance.
BRANDS + MARKETERS
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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.
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.
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AW SHORTS – BRANDS + MARKETERS
TikTok is the social media platform of the moment. With over 2 billion downloads and 850 million active monthly users, TikTok is home to passionate followers who enjoy trends and content creation.
Choosing your marketing strategy is a challenge, however, especially if you’re deciding between your in-house team or outsourcing. Both have pros and cons, and it comes down to deciding which will help you reach your goals.
Everyone wants to run optimal advertising campaigns, but when it comes to honing performance, marketers can often question if they are using their content appropriately and efficiently.
The good news? Retail shopping neared pre-pandemic levels this past holiday season, meaning spending is happening across the country, with 89% stating plans to spend at least as much as they did pre-pandemic.
The overarching theme of the new endemic era for the year ahead is agility. As we anticipate what to expect in 2022 and beyond, it is clear that the ability to adapt to the ever-evolving demand of consumers will be the key to success.
As stringent rules become the new normal, brand marketers should aspire to replicate the framework that regulated industries have perfected.
In a period of such comprehensive change, it can be difficult to assess the impact of a single trend. However, one overarching shift can help to explain many of the other changes taking place in retail and commerce: the convergence of media and retail.
Ultimately, consistency and authenticity are what will set brands apart. All experiences should reflect the brand’s values and aesthetics. And interactions should feel the same regardless of the device a customer is using.
By Todd Hedberg, The Lacek Group Every parent knows a contest or game can transform…
Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.
The anxiety and fear are normal. But through the fog of uncertainty, there are many reasons to maintain calm and stay the course.
By Gökçe Nur Oguz – CEO and Co-Founder of Playable Factory The mobile games industry…
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