”AA/WARC Report reaction: Lights, camera, action”

New figures from the Advertising Association/WARC Expenditure report reveal that, despite the tough conditions, marketers are refusing to be buffeted by the economic headwinds, with plans to plough more spend – especially digital – behind this summer’s big sporting events and blockbuster movies.

Gustav Westman comments on the continued growth in digital marketing in Decision Marketing “another reason for the growth in search and online digital advertising categories, is the rise of generative AI solutions like ChatGPT transforming the entire landscape and changing the entire perception of search.

This signals brands’ continued confidence in the power of these solutions to effectively reach their target audience, he reckons. “With over 75% of marketers already leveraging AI to some extent in their marketing efforts, and the significance of the competitive advantage these solutions can provide, boosting productivity and driving better results from ad spend, will undoubtedly grow in the future.”

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GoTech Awards 2024

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Could generative AI be a ‘skill leveller’ in marketing?

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Court witness accidentally reveals Google’s secret search pact with Apple

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