U.S. Ad Index Expands For First Time In 11 Months In May (mediapost.com)

The U.S. Ad Market Tracker rose 2.5% in May — the first expansion in 11 months. The expansion compares with the year-ago period that was only up modestly and is the best May since Standard Media Index began tracking it.

The growth is the first material sign that the U.S. ad marketplace is pulling out of a recession that began in July 2022, based on the SMI data, which is derived from a pool of actual ad spending processed by the major agency holding companies and independent media services agencies.
more at: https://www.mediapost.com/publications/article/386604/us-ad-index-expands-for-first-time-in-11-months.html

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How Do You Trace a Century of the Great Outdoors? Look at the Catalogs (hypebeast.com)

Utah State University’s Outdoor Recreation Archive (ORA) currently encompasses around 3,000 outdoor catalogs from around 200 companies, ranging from a 1905 Abercrombie & Fitch catalog to a 2020 Altra Running catalog. Created as a joint effort between Utah’s State University’s Special Collections & Archives and the Outdoor Product Development and Design undergraduate program, the ORA is, in simple terms, a research collection of outdoor recreation history. And yet the seemingly niche academic project happens to fit perfectly with the ever-growing popularity of the outdoor style in contemporary fashion. 2020 saw the outdoor aesthetic boom in even greater popularity, with notable collaborations such as the Salehe Bembury x New Balance 2002 sneaker, the Greater Goods x Arc’teryx Artist Series, the Palace x Salomon XA COMP ADV sneaker taking center stage. The physical collection, initially launched back in March 2019, is currently housed at the University and a digital exhibit lives on Utah State’s library website for anyone to access. The ORA has also taken to exhibiting the archive on Instagram, launching an account in September later that year to reach a wider, non-academic audience and help grow interest around the history of the outdoor industry.

IAB: Media Buyers Boost 2024 Ad Outlook To +11.8%

Media buyers expect to spend 11.8% more on ads in 2024 -- up 2.3 percentage points from the 9.5% they projected last November. Paid search is forecast to rank third in terms of percentage of growth behind connected television (CTV) and social media.

Knowledge-Based Creative Part 5: Left-Brain Creative (jschmid.com)

Creative and analytics teams are drastically different disciplines, driven by different personalities and workflows, which means that merging them takes purposeful planning. The timeline is the first big challenge. The creative team looks ahead, creating new campaigns to be launched in the future while analytics teams review the past, examining what happened and translating that into recommendations that apply to the creative team’s work. Additionally, the speed at which the creative team moves is another difficulty, making the task of stepping into the communication flow feel like stepping into a four-lane highway. But, it’s worthwhile! Data-driven creative performs better due to increased relevance and enhanced understanding of customer behavior. see more at: https://www.jschmid.com/blog/left-brain-creative/
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