Navigating Market Trends
Our Global experts summarize three key developments in their market and their impact on your business.
First Up: the United States
Corinne Casagrande, SVP Strategy, Planning & Research
Corinne leverages her background in business analytics to identify opportunities, maximizing marketing investments for clients. She brings experience from both creative and performance media agencies, with a background in developing brand strategies, relaunching products, conducting consumer research, and writing integrated marketing plans for brands.
"In the U.S., where things stand today, might not stand.. later today."
1. A tumultuous time for Media
Platforms like TikTok or entire industries, such as the Pharmaceutical Industry, may be handicapped, or business as usual. Media companies may face implications from political fallout or broadcast as they always have, depending on the day.
2. Pharma regulations
Pharmaceutical advertising regulations could undergo significant changes for the first time in nearly three decades. Regulators are tightening the rules, requiring more disclosure and disclaimers across social media, TV, and video.
The FDA sent 100 cease-and-desist orders and thousands of warning letters to advertisers this fall. However, a strongly-worded letter is not the same as a law.
3. Political adspend rockets
One thing is certain: political ad spend hits new records every year. The AdImpact forecast for the 2026 U.S. mid-term election cycle now projects $10.8B in ad spend.
This means media markets tighten up for other advertising, with higher CPMs, competitive inventory and a requirement to book early to secure inventory.