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.
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Revised Ad Forecast
- Madison and Wall adjusted their ad forecast downwards for 2025 due to increased economic uncertainty.
- They predict 3.6% growth excluding political ads, acknowledging a wide range of potential outcomes.
Declining Auto Ad Spend
- Auto ad spending has significantly decreased over the years, from around 10% of the total market to closer to 5%.
- Policy uncertainty further restricts auto manufacturers' ability to plan ad spending.
Accenture's Mixed Signals
- Accenture's CEO, Julie Sweet, noted uncertainty in government work but no client pauses yet.
- A global telecom company will reportedly shift all media to Accenture Song, marking a potential win for them.