Advertising Outlook: WFA Predicts Two Years of Rising Media Inflation

The World Federation of Advertisers has released its latest WFA Outlook report for its members, predicting two years of rising media inflation following increased inflation forecasts for this year (up to 3.3% from 3.1% in April).

“This pattern of increasing media price inflation looks to be the story for the next few years,” WFA says. “Looking ahead to 2025, the report forecasts that 9 of the top 10 global media markets will see greater media price inflation in 2025 than 2024, led by the U.S. rising from 2.1% in 2024 to 2.3% in 2025.”

The report, compiled from “aggregated, anonymized, media price forecasts” across 41 markets, forecasts India to see particularly high inflation, reaching 9.6% in 2026. In the United States, inflation is forecast to hit 3.9% in 2026.

 

Google Lags In Mobile AI, Captures Most Search Market Share

Google, Meta, and Microsoft continue in their race to capture dedicated users for search and AI services and engines, competing with newcomers OpenAI, Perplexity, Anthropic, Mistral and many others for market share. New Street Research surveyed 263 U.S. consumers on a census-weighted basis for their search and AI chatbot usage habits … Survey results showed Google retains a lead among U.S. users for default search settings among both Android and iOS users — at 71% and 81%, respectively.

 

U.S. Consumers Are Fed Up With Excessive Texts and Emails

Four in ten U.S. consumers say they unsubscribe from texts and emails from brands at least once a week. … This presents a problem for B2C marketers. There is often a push to maximize campaign performance but the frequency of email marketing content, SMS, or digital notifications appears to be overwhelming consumers and disengaging leads. Now is the time to rethink digital marketing strategy and how to approach your audience when targeting them.

 

New Survey Reveals Ad Fatigue is Negatively Impacting Viewers’ Purchasing Decisions

AD-ID … announced the results of a new Harris Poll survey of over 2,000 U.S. adults ages 18+ among which 1,921 watch TV or view content on streaming (“viewers”) and found that 59% of viewers cite that seeing the same ads repeatedly leads to a negative impact on their viewing experience with half [50%] saying they get annoyed and a quarter [26%] stating it has negatively impacted their purchasing decisions.