Help us research B2B advertising and enter for the chance to win a $100 Amazon gift card. Take our survey here. |
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FEBRUARY 4, 2025 |
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In their latest campaign, Heinz teamed up with which on-theme music icon? |
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A) Salt-N-Pepa B) Spice Girls C) Mustard D) Frank Ocean |
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TOP STORY |
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Google made its marketing mix model (MMM), Meridian, available to the public last week and launched a program of over 20 trained and certified measurement partners to help marketers use the tool. |
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Meridian, an open-source model, combines past and present data for a more accurate, holistic view of performance.
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This can improve users’ understanding of campaign reach and frequency, help them allocate budgets more effectively, and enable integration of results from incrementality experiments. |
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IN THE NEWS |
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Meta is phasing out some manual controls from Advantage+ catalog ads in favor of fully automated, AI-powered targeting. Advertisers will lose some ability to directly control how their ads are targeted, but Meta is betting that automation can provide better results than hand-picked audience segments. |
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Our view: Advertisers have relied on automation for years, but product launches from Meta and Google have pushed along the transition and opened the two companies up to pools of ad spending from smaller brands less familiar with traditional buying processes. |
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ANALYSIS |
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Worldwide ad spending has nearly doubled since 2016, and the outlook remains bright. Accelerating growth in 2023 and 2024 solidified our confidence that the $1 trillion benchmark will be achieved this year. When our forecasting began in 2011, worldwide ad spending was just $384.46 billion. Although there have been ups and downs since then, momentum is currently about as strong as ever. There will be almost $85 billion in new spending this year; it used to take four years to draw in that much new money.
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