Category: In the News

Much of the chatter at Cannes Lions last week (heard and overheard by my colleagues) fixated on AI’s ability to generate content faster or reduce production costs.

That’s all well and good, but timesheet and dollar savings don’t tell the whole story when it comes to the practical applications of AI already taking hold within the ad industry, especially within media planning and buying. 

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Digital ad spend is plateauing, with growth rates slowing considerably between now and 2028, especially when compared to the boom times such as the immediate post-pandemic era.

EMarketer research further predicted the days of double-digit growth rates will soon be over with year-on-year growth to be just 8.7% in 2028 — compared that to the market conditions of 10 years earlier when growth was consistently above 20%.

There are various causes behind these declines, with uncertainty caused by macroeconomic machinations, the emergence of disruptive tech platforms, i.e., ChatGPT, etc., and digital media saturation. For example, the year-on-year growth of time spent with digital media will be just 2% this year, according to eMarketer’s researchers. 

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