The phrase “what’s old is new again” doesn’t just apply to cyclical trends like low-rise jeans and flip phones, but marketing budgets as well.
Marketers are increasingly reconsidering more traditional and offline ad channels. Call it a pendulum swing in response to the rise of AI and digital saturation. As ad platforms roll out more blackbox, AI-powered ad solutions and the rise of so-called AI slop makes it harder to decipher human from machine-made content, some marketers are revamping their ad strategies.
Case in point: about 41% of U.S. ad buyers report they expect to increase their investments in in-person and experiential marketing, according to the 2026 IAB outlook study.
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