Search Marketing Knowledge Center

New Bain Report: Luxury Market Takes on New Meaning

Marketing News June 30, 2026

Global luxury spending hits $1.65 trillion U.S. dollars as artificial intelligence, secondhand shopping, and experiences reshape how consumers engage with the market. Brands may need to rethink relevance as meaning — not product — increasingly drives luxury purchasing decisions.

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New WPP Forecast: Global Ad Revenue to Grow to $1.3 Trillion

Marketing News June 17, 2026

Global ad revenue is on pace to hit $1.3 trillion in 2026, according to a new WPP Media forecast — its highest share of GDP since 1999. Artificial intelligence (AI) investment and Asia-based advertiser expansion may be reshaping where and how growth is distributed across channels.

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Study: Experiential Marketing Attracts Growing Investment

Marketing News June 11, 2026

Global spending on experiential marketing reached $138.94 billion in 2025, an 8.3 percent increase, as brands chase undivided consumer attention in live settings. Major events like the Winter Olympics and FIFA World Cup could push growth to 10.3 percent in 2026.

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Why Scope Management Success Starts Long Before Go-Live

Partner Content June 4, 2026

Fragmented SOW processes slow automation efforts across large advertisers. Drawing on Regeneron VP Sabrina Traskos' experience, this analysis explains why scope management success may depend more on organizational readiness than software selection.

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CMOs Allocate 15 Percent of Budgets to AI, but Readiness Lags

Marketing News May 12, 2026

CMOs now direct 15.3 percent of marketing budgets to AI, yet only 30 percent report mature readiness to scale those efforts. The gap between AI ambition and execution may be widening as flat budgets and underdeveloped infrastructure put growth goals at risk.

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IAS Rolls Out 'IAS Total TV'

Marketing News April 28, 2026

Integral Ad Science (IAS) launches IAS Total TV as connected TV viewing overtakes linear, offering show-level transparency across major streaming platforms. The suite combines media quality, supply-path data, and outcomes, signaling how advertisers may rethink verification and accountability in streaming TV.

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PQ Media Study: Anemic Growth in Global Media Usage in 2025

Marketing News March 31, 2026

Global consumer media consumption rose only 0.3 percent in 2025, a sharp slowdown from the 2.1 percent boost the previous year, according to new research released Tuesday by PQ Media. However, a confluence of marquee sporting events, federal elections, and nationwide celebrations are projected to accelerate usage this year.

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Survey: Just 42 Percent of CMOs Feel They Are Well-Equipped by Their Marketing Teams

Marketing News March 30, 2026

Fifty percent of CMOs say their budgets leave them well-equipped to fuel business over the next six months, according to "The Conference Board CMO+CCO Meter," which was released on March 26. However, just 42 percent of CMOs felt well-equipped by their teams, down sharply from 52 percent in the June 2025 study.

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Marketers Seize More Control of Their Ad Buying Efforts

Trends and Technology March 23, 2026

Media buying has transformed in the last several years due to the growing complexity of media purchasing dominated by digital platforms. Amid the upheaval, marketers are attempting to seize more control of their media-buying strategy.

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Report: Ad Revenue to Grow by 8.1 Percent in 2026

Marketing News March 19, 2026

Madison & Wall projects 8.1 percent ad revenue growth in 2026, driven by strong digital gains—especially social, commerce, CTV, and AI — while noting regulatory and geopolitical risks.

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The Continued Acceleration of Principal Media

Research Reports March 19, 2026

Principal media continues to grow, with increased marketer awareness, higher usage, and greater expected adoption. This updated report builds on the 2024 findings from the ANA with new research, expanded guidance, and a deeper focus on governance to help marketers navigate this increasingly complex landscape.

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The Power of Investing in Marketing Technology During a Recession

Leading Edge March 13, 2026

The message from study after study on recessions is clear: Companies that invest in marketing, evolving media, and technologies during downturns emerge from economic uncertainty stronger than their competitors.

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Mediaocean Report: AI Moving From 'Experimentation to Execution'

Marketing News January 22, 2026

For the third consecutive time, generative artificial intelligence ranks as the most important consumer trend, cited by 70 percent of marketers, according to the Mediaocean's "2026 Advertising Outlook Report" released Wednesday. The trend underscores the growing influence on how people engage with brands.

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Report: Ad Spending Wasted on Invalid Traffic Reaches $63 Billion

Marketing News January 21, 2026

The average invalid traffic rate across all media channels combined is 8.5 percent — or $63 billion lost to invalid traffic — according to "The Global Invalid Traffic Report 2026" released on Tuesday by Lunio. That figure is expected to grow significantly this year amid the ongoing rise of AI agents and bot traffic.

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How Procurement Can Take Control of the Agency Roster Subhead: Charles Schwab Breaks Down the Process

Event Recaps January 7, 2026

From implementing an agency lifecycle process at Molson Coors to benchmarking agency fees, Gerhold, senior sourcing manager at Charles Schwab, has maintained a transparent approach to his agency roster management which has benefitted him throughout his procurement career. Gerhold offered his best practices in agency roster management and the lessons he's learned.

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Best Practices in Martech Procurement

Event Recaps January 7, 2026

With the explosive growth of AI comes a rising demand for marketing technology to meet the moment. Procurement must be smarter about the technology their marketers are currently using. Aaron Riippa has been leading the martech procurement charge at General Mills, managing over $1 billion in annual spend across software, AI solutions, and media/creative services.

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