Advertising

“We are prepared to commit that, in the future, every Unilever brand will be a brand with purpose... Brands without a purpose will have no long-term future at Unilever.”

“Marketers' bias toward narrow targeting and digital performance media over brand building risks leading to a 'death spiral' of budgets, campaigns and profits all getting smaller and smaller.”

“Ten predictions for marketing in 2050, including: "social media sweat shops will disappear," light buyers will matter enormously to revenue and growth, and "some brands will destroy themselves by optimising the wrong things, by pointlessly just believing things rather than testing."”

“Book thesis: traditional advertising - print, radio, and "most notably, television" in the form of the 30-second spot - "no longer works."”

“Despite our warnings, the misuse of creativity has continued to grow and the effectiveness advantage has continued to decline. This report is a final wake-up call for good sense, before it is too late. (Report finding: creatively awarded campaigns had become no more effective than non-awarded campaigns for the first time in 24 years of data.)”

“In the next two to three years, the television industry is going to face a crisis more severe for it than our current financial crisis... Probably two thirds or more of the households advertisers care about reaching will be fast forwarding through television ads.”

“We are not only facing an utter collapse of all of the media infrastructure we've so come to love and depend on for going on 350 years, we're in the middle of it. Plus: a tipping point at which mass marketing leaves mass media in droves - both of them end together.”

“On Coke's Second Life presence: Many places you go, there's still nobody there... But my job is to invest in things that have never been done before. So Second Life was an obvious decision.”

“If you want to know what people like us will do tomorrow, you look at what teenagers are doing today - and with only 11% of teens emailing daily, she predicted email is "probably going away."”

“Strategy is dead. Who really knows what is going to happen anymore in this super VUCA world? - and "marketing, as we know, is also dead." (Also: the big idea is dead, management is dead.)”

“From "Lemon." (IPA, 2019): Creative effectiveness is in decline. The "effectiveness multiplier" for creatively awarded work has fallen, and campaigns produce fewer large business effects - with the book’s thesis that advertising’s turn to flat, abstract, left-brain styles is the cause and will keep suppressing effectiveness until the style changes.”

“Now that I have immersed myself in the business, and we have a good set of eyes on what is predictable, what's coming is that it looks like in early '24, we will be turning a profit.”

“2024: The Year Digital Becomes "Traditional"”

“My prediction is that pods’ ad revenue will grow by 20+% in 2025. Listenership will continue to grow as well, and the ARPU, like those of Meta and Alphabet, will increase dramatically as advertisers discover this is where young, successful consumers have been hiding.”

“My prediction is that pods’ ad revenue will grow by 20+% in 2025. Listenership will continue to grow as well, and the ARPU, like those of Meta and Alphabet, will increase dramatically as advertisers discover this is where young, successful consumers have been hiding.”

“I think there's definitely a danger that Amazon uses its power, which is extraordinary. It's an extraordinary amount of data for marketers and reach among its audience to tie up a big portion of the media business and create a little mini monopoly. And I don't see anything stopping them right now because what they're doing is not illegal. They don't have a monopoly in anything except maybe book sales or something.”

“I think there's definitely a danger that Amazon uses its power, which is extraordinary. It's an extraordinary amount of data for marketers and reach among its audience to tie up a big portion of the media business and create a little mini monopoly. And I don't see anything stopping them right now because what they're doing is not illegal. They don't have a monopoly in anything except maybe book sales or something.”

“Netflix's ad business would 'roughly double again in 2026, reaching approximately $3 billion' (from $1.5B in 2025).”

“OpenAI will launch ads in 2026.”

“Ads on ChatGPT will become CPA.”

“by the end of 2026, brands will be able to simply tell Meta their objective and budget, and the platform will handle everything else.”

“We've been chasing this holy grail now for a long time, and now there's a solution, and it's Aquila. Pritchard stated that Aquila "will be rolling out in 30 days" from the March 26 conference date, placing the expected rollout around late April 2026.”

“I would say, more likely than not, 50% of all Super Bowl spots we watch this year will utilize generative AI in some facet.”

“Programmatic buying is important to us,” said the director of integrated marketing at a fast-moving consumer goods company. “It helps to keep costs down while allowing us to retain flexibility.” Procter & Gamble and American Express have publicly announced that they plan to shift at least 50 to 70 percent of their digital-media purchases to programmatic techniques. Companies are relying on programmatic buying even for their traditional-media purchases in print and TV.”

“If you want to sell something to people today, you call it AI”

“Ogilvy's first ever 'Ogilvy on…', a prediction report called 'Content and the future of advertising.' The report had a dozen predictions.”

“Global marketing spend is forecast to reach $2.4tn this year, according to Madison and Wall”

“95% of what marketers currently use agencies for will soon be handled by AI.”

“There are tools that will change your website based on the person viewing it. And it's not one version or a 100 versions. It's a custom version for each person who visits your website and it it's rewriting the text on the page as they get information about who's doing it and what they're viewing. So that technology exists and is available now. Same thing with advertising. There are AI tools and I've interviewed the people on my podcast um and I can pull up some of these names. I have them bookmarked over here later, David. But, um, they will change the ads, right, based on who's viewing it and adding additional context or rewriting stuff. And I think we're going to see um you can now make your own version of like the the Simpsons and and stuff like that of like if you don't like this episode, I think we're going to see a a Black Mirror Netflix episode where you're going to be in it or your city and like if you and I watch the same episode, we're going to see different things because everything is going to be a completely custom piece of content.”