Madison and Wall Podcast
Episode 27: New Ad Forecast! Auto Ad Spend Trends, Accenture Read-Throughs on Agencies + Ads 101 on Media Research With Stacey Schulman
Mar 21, 2025
Stacey Lynn Schulman, an accomplished executive formerly with Nexstar and Interpublic's Initiative, dives deep into the shifting advertising landscape. She discusses the less optimistic forecast for 2024, highlighting the split between digital and traditional media. Schulman emphasizes the essential role of media research in shaping strategies and improving campaign effectiveness. Insights into audience segmentation and the complexities of programmatic advertising reveal how understanding consumer behavior drives successful marketing.
27:33
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Quick takeaways
- The podcast highlights a projected modest growth of 3.6% in the advertising market for 2025, signaling increased caution among advertisers amidst economic uncertainty.
- It emphasizes the crucial role of research in advertising strategies, aiding in understanding audience behavior and establishing effective measurement standards for campaigns.
Deep dives
Economic Uncertainty and Advertising Growth
Recent economic updates from the Federal Reserve indicate a rising uncertainty surrounding the economic outlook, which has led to a stabilizing of interest rates but a continued elevation in inflation. This instability has caused a reevaluation of advertising growth expectations for 2025, with estimates being revised downward. A flat growth market is seen as a good outcome; however, the current advertising forecast for 2025 is at a modest 3.6% growth, signaling caution among advertisers. Companies are likely to delay decisions on ad spending due to fears of the economy's volatility, which echoes trends observed during the pandemic.
