"Predictions: that strange space where wishful thinking, sales decks, and reality blur. And that's the beauty, isn't it? The one time of year you can either disguise your agenda as foresight or put your gut feeling on paper. Hated by some, skimmed by most, but irresistible nevertheless. Humans simply can't help but click on "Advertising 2030" deck number 100... We click, skim, roll our eyes, and close the tab slightly disappointed."
"To be fair, it's hard to get it right. Repeat the obvious? You're lame. Go full visionary? You're nuts. (Once, "visions" were a medical diagnosis, not a LinkedIn headline...good old days.) So here are some predictions about predictions. Things we can safely say will either stubbornly refuse to change or flip entirely. Not by 2026, probably not by 2030. Maybe ever. Maybe never."
"Flat-Earther Marketing Call it the easy button, call it short-termism, or as Dan Gee put it brilliantly: flat-earther marketing. Ad spend forecasts lay bare the fear of our era: homogenous, short-sighted logic rules. WARC 's latest numbers show the vast majority of ad spend growth flowing straight into the monopolist coffers. Between now and 2027, Alphabet, Meta, Amazon, and TikTok will absorb over $200bn in new revenue."
Annual advertising predictions mix wishful thinking, sales messaging, and repetitive trends, producing many obvious or recycled forecasts. CTV, retail media networks (RMNs), and AI growth remain ongoing, familiar trajectories. Short-termism and homogeneous logic drive ad spend toward dominant platforms, concentrating revenue in large tech companies. WARC projects over $200bn in new ad revenue flowing to Alphabet, Meta, Amazon, and TikTok between now and 2027. Accurate forecasting is difficult; many tendencies will persist or resist change through 2026 or 2030. Some predictions will flip entirely, while others remain stubbornly unchanged, reflecting industry inertia.
Read at Exchangewire
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