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Marketers would likely scatter their TikTok influencer dollars across multiple channels, including go-tos like Instagram and YouTube, other social platforms like LinkedIn and Snapchat, as well as podcasts, CTV, and out-of-home. The loss of TikTok Shop would leave a social commerce gap. There’s nothing else quite like it in the market for sellers, creators, or consumers.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

Acquiring Vistar and Blis strengthens its ad capabilities, but turning its mobile data advantage into ad dominance won’t be easy—especially in a market controlled by digital giants.

Reality: Retail media advertising is moving up the funnel and increasingly off-site, as inventory leveraging retail media data increases in channels like connected TV and out-of-home.

At 21.6% of its total outlay, travel companies’ share of spending on TV, radio, out-of-home, and print ads almost mirrors the 22.3% national average. Although travel has not abandoned traditional media as much as some other industries, it is still a very small factor for traditional ad publishers, and its spending will fall going forward.

Specialties include programmatic buying, performance marketing, out-of-home (OOH), social media, and experiential marketing. Key clients: Maersk, BNY Mellon, Bankinter, Moen. Assembly (Stagwell). Founded in 2014 as the flagship media agency for MDC Partners, which in 2021 merged with Stagwell. Key clients: Amika, Autodesk, Adobe, Virgin Atlantic. Horizon Media. Founded in 1989.

Many emerging markets and smaller countries still lean heavily on traditional advertising channels, like TV, radio, and out-of-home. Because of this, they may fall under the radar if digital advertising is the primary lens. Turkey, for example, will see well over $2 billion in ad spending this year, even though its digital ad market has never cracked the $1 billion threshold.

The traditional landscape of print, TV, radio, and out-of-home (OOH) ads has expanded to include social media, CTV, creator-driven activations, live-streamed events, and so much more.

Advertisers can reach younger consumers on travel media networks by reaching them via out-of-home (OOH) ads in airports and at other transportation hubs, or by advertising on-site with ride-share and travel intermediaries, where digital natives are likely to see them. High-income travelers: Two-thirds of higher-income people in the US plan to travel this holiday season, per Deloitte.

Retailers should expand their out-of-home delivery offer. Poor store proximity, queues, and inconvenient opening hours are among the features putting some shoppers off click and collect. Retailers can overcome these issues by partnering with carriers to offer a wider range of pickup locations.

Explore AR experiences in out-of-home (OOH) advertising. While AR/VR experiences are expected to spur some growth in OOH advertising, the growth is relatively small compared with other OOH opportunities. However, OOH can still play a key role in providing engaging virtual experiences that connect with consumers in novel ways.

As recently as 2018, CPG still funneled over half of its ad dollars to traditional TV, radio, print, and out-of-home. By 2020, most CPG marketing was digital, but it still lagged the national average. Four years later, the narrative has flipped entirely: CPG has moved away from traditional media more dramatically than any industry besides tech and retail.

In 2024, digital out-of-home (DOOH) will account for nearly 70% of total out-of-home (OOH) ad spend in the UK. Retailers are expanding their already extensive digital screen networks and leveraging loyalty data to create contextualized, engaging, and targeted retail media opportunities in their stores. The future of DOOH is programmatic.

Spending on linear TV, radio, print, and out-of-home (OOH) will increase by 2.2% globally this year, and the format’s trajectory is heading slowly upward after 2020’s calamitous drop. Traditional media ad spending will reattain the $300 billion milestone by 2028—nearly matching its 2019 level. Retail media is booming worldwide, though the US and China account for 80% of spending.

Space economy expansion sparks ad concerns: Visible space ads could disrupt celestial studies and humanity's connection to the night sky.

Traditional ad spending includes directories, magazines, newspapers, out-of-home, radio, and TV.

A large majority of US adults under 35—60% of adults aged 18-24 and 62% of adults aged 25-34—mainly use a mobile app to interact with their bank, according to September 2024 data from Fico.