Social Media Story of the week
X (formerly Twitter) has launched the beta version of its Connected TV (CTV) app, aiming to become a video-first platform. The app mirrors YouTube’s CTV design, showcasing trending content and using X’s AI-powered recommendations. Though major exclusives like WWE and Tucker Carlson feature, X’s content lineup is still growing. With plans for cross-device compatibility and new ad options, X hopes to boost video consumption and rival YouTube in the fast-growing CTV market.
Brand Insight Story of the week
McDonald’s believes its marketing success lies in the “stillness” of its strategy, according to its head of marketing, Hannah Pain. While tactics may evolve, the fast-food giant maintains a steady strategy aligned with its business goals, focusing on what drives growth. Pain emphasised McDonald’s consistency during a Kantar session, noting the importance of prioritising initiatives that resonate with consumers. The brand carefully balances innovation with calculated risks, like its bold ‘Raise Your Arches’ campaign, to maintain its market leadership.
Ad Industry Insight of the Week
Global advertising spend is projected to hit a record $1.07 trillion in 2024, marking a 10.5% increase and the first time it has exceeded the trillion-dollar mark. Major players like Meta, Amazon, and Alphabet account for over 70% of this growth. WARC forecasts continued expansion, with ad spend set to rise by another 7.2% in 2025. Retail media, social media, and search are driving this digital surge, shaping the future of ad investment alongside AI advancements.
