MAGNA Advertising Forecast: Media Innovation to Propel the Global Ad Market Towards the Trillion Mark

Key Takeaways                        

  1. The winter update of MAGNA’s “Global Ad Forecast” published Monday December 9th reveals that media owners’ ad revenues reached $933 billion in 2024, up +10%, in line with mid-year expectations.
  2. The advertising revenues of traditional media owners (TMO) – from the cross-platform television, radio, publishing, out-of-home, and cinema media owners – grew by an estimated +4% to $274 billion – the best performance in 14 years (if we exclude the post-COVID recovery of 2021).
  3. TMO ad sales were boosted by a record number of cyclical events (elections in the US, Mexico, and India, as well as the Summer Olympics, Football Euro, Copa America competitions) and a +12% growth in TMO’s non-linear ad sales (e.g. ad-supported streaming +18%) that now account for 25% of total TMO ad revenues.
  4. The advertising sales of Digital Pure Players (DPP) (Search, Retail, Social, Short-Form Digital Video) increased by +13% to reach $659 billion, driven by Search/Commerce ad formats (+12%) Short-Form Video (+12%) and Social Media (+18%).
  5. DPP ad sales were boosted by organic growth factors including competition in ecommerce (e.g., Temu and Shein now targeting European consumers), the rise of retail media networks ($144 billion), AI targeting and placement algorithms, and better monetization of short vertical videos in social and video apps.
  6. After a strong first half (global ad spend +12%), the ad market slowed in the second half (+8%). TMO ad sales slowed noticeably in Europe in the second half, while political advertising kept TMO growing in the US. DPP ad sales grew by double-digits through the year despite tougher comps in the second half.
  7. Among the most dynamic ad markets this year: France and the US (both +12%), India and the UK (both +11%). Growth was more subdued in Japan and Canada (both +8%), China (+7%), Germany and Australia (both +6%). The US market remained the largest with $380 billion, ahead of China ($155bn).
  8. CPG/FMCG, Government, Betting, and Finance were among the fastest-growing industry verticals in 2024, while Tech recovered, driven by “AI-Powered” marketing, and Travel slowed down. In 2025, MAGNA expects Auto, CPG and Tech to be dynamic, but Auto is vulnerable to trade and incentive policies.
  9. As the “Big Three” digital media owners (Google, Meta, Amazon) outperformed market growth in 2024 – with ad revenues growing by +11%, +22%, and +21% over 1Q-3Q resp. – their combined market share grew to 51% reach of global ad revenues, and 61% outside China.
  10. Looking at 2025, the stabilization of the European economy and the continued impact of organic growth drivers will keep the global ad market growing: MAGNA forecasts the global marketplace to grow by +6.1%, to approach the trillion-dollar mark ($990 billion) (DPP: +9%, TMO: -2%) while the US market grows by +4.9% to flirt with the $400bn milestone.

Vincent Létang, EVP, Global Market Research at MAGNA, and author of the report, said:

“The strong growth of advertising spending in 2024, despite a challenging economic environment, was of course driven by an unusually high number of major cyclical events but, more fundamentally, media innovation is what attracts a growing share of marketing budgets into advertising formats. Digital Pure-Play ad formats (Search, Retail Search, Social and Short-Form Video) are fueled by the rise of Commerce Media redirecting billions of dollars from trade marketing into digital formats. The growing reach of ad-supported CTV streaming makes cross-platform long-form video more attractive to advertisers as it now offers scale on top of addressability and brand safety. With no major cyclical drivers in 2025, MAGNA expects ad spend growth rates to slow, but the organic factors will remain at work, stabilizing TMO ad revenues, and growing DPP ad sales.”

Market Overview: Organic and Cyclical Factors Combine to Generate Historically Strong Growth in 2024

The winter update of MAGNA’s “Global Ad Forecast” reveals that media owners’ net advertising revenues (NAR) reached $933 billion in 2024, growing +10.3% over 2023. This is in line with MAGNA’s mid-year prediction (+10.0%) and a significant acceleration on the global growth recorded in 2023 (+6.4%). +10.3% is the strongest growth rate observed by MAGNA in 25 years (excluding the post-COVID surge in 2021 of +23%).

Why such strong growth in a rather lukewarm economic climate?

The exceptional number of cyclical events (including elections in India, Mexico and the US, Paris Olympics, UEFA Euro 2024, Copa América hosted by the US) were a factor, but MAGNA believes that excluding the incremental ad sales generated by these events the market would still have grown by +9.0%. The other – and main – growth factor is therefore to be found in organic market drivers in four categories:

  1. Commerce/Retail media Drives Digital Media Spending. As more and more product categories shift from in-store towards ecommerce, brands have adjusted their marketing efforts accordingly. CPG/FMCG brands can reallocate some of the amount negotiated with major retailers in trade marketing agreements, from in-store channels towards the digital ad formats offered by retail media networks. This allows brands to grow digital ad spend significantly without having to increase total marketing budgets, or having to cannibalize lower funnel budget spent traditional media – although some brands do that too.
  2. Ad-supported Streaming Boosts Long-Form Video. All traditional media owners (publishers, radio, and television broadcasters) are developing non-linear ad sales successfully. The most spectacular progress in 2024 came from ad-supported streaming. The penetration, usage and ad sales of both TMO-owned platform (e.g., Peacock by NBC, Joyn by ProSiebenSat.1, ITX, and TF1+), and pure-players (Netflix, Prime Video) grew dramatically in 2024. The proportion of users subscribing to an ad-supported tier grew everywhere. In the US, it grew from 5% to 17% for Netflix, from 10% to 30% for Disney+, and from 0% to 80% for Prime Video as Amazon introduced advertising as its default tier in 10+ key markets in 2024 (US, UK, France, Germany etc.). With more scale, in addition to addressability and brand safety, ad-supported streaming is increasingly attractive to brands. Many brands and agencies are thus reallocating ad budgets from linear TV – where impressions continue to erode by -5% to -10% per year across market and demographics – to the streaming offerings of their media partners. MAGNA believes it’s a zero-sum game, and cross-platform premium long-form television, which include television and long-form streaming, is more attractive overall against the competition of other media formats.
  3. Artificial Intelligence. AI is organically driving the advertising markets in two ways. Directly: all Tech companies are now launching and promoting “AI-Powered” services and products to a wide audience, which increases their overall ad budgets. Indirectly: AI is being used in the ad tech ecosystem to optimize creative costs, dynamic versioning, and programmatic effectiveness, thus improving the return on investment for brands.
  4. Ecommerce Competition Surge. Several new DTC brands – often coming from Asia, like Temu and Shein – are aggressively challenging traditional brands (e.g., clothing brands) and established ecommerce platforms like Amazon. This is mostly a driver for digital advertising (Search and Social formats in particular) but these brands are also using traditional media and TV campaigns.

There was one additional driver in 2024 that will not apply again in 2025: the strong improvement in the monetization of short vertical videos – that have become a dominant usage on video and social apps, since mid-2023 – which contributed to strong growth for Instagram and YouTube in 2024. We are not saying that digital monetization will deteriorate in 2025, but now that this new ad format is well established and monetized, average revenue per ad view is unlikely to increase again at a similar rate.

The economic environment is expected to remain robust in 2025. According to the IMF WEO update of October 2024, global output (real GDP growth) will remain at +3.2% i.e., the same rate as 2024 and the same rate that was expected in the April update (which was the basis of our summer forecast). The outlook is a bit brighter, however, for European markets that crawled between 0% and +1% in 2024. Germany, for instance, is expected to grow by +0.8% after stagnating in 2024, and the UK is expected to accelerate from +1.1% to +1.5%. Another good sign for marketing activity is the confirmed slowdown of consumer inflation. Lower energy costs and high interest rates successfully reduced inflation in nearly all advanced economies. From +7% to +10% in 2022-2023, consumer price inflation has now slowed to +2% to +3% in Europe and North America. The IMF is expecting CPI inflation to slow down further, to +2% or less in most mature markets, which is a positive signal for marketers and consumers. Of course, one must remain aware of two risks to this economic stability scenario: a further deterioration of geopolitical tensions that could cause another energy crisis, and a revival of trade tensions caused by a rise in tariffs.

At least three of the four organic drivers mentioned for 2024 will still move the market in 2025, although driver #4 may not be quite as strong. That is why, even without macroeconomic acceleration, MAGNA expects non-cyclical ad growth to remain in high-single digits in 2025: from +9.0% in 2024 to +7.4% in 2025. Factoring in the (lack of) major cyclical events, actual media owners’ ad revenues will grow by just +6.1%, but that should be enough to flirt with the trillion-dollar mark ($990 billion).

Media: TMO Resilience and DPP Expansion

After a strong first half (+12%), the global ad market slowed slightly in the second half (+8%). Traditional Media Owners (TMO) ad sales slowed noticeably in Europe in the second half, while political advertising kept TMO growing in the US. Digital Pure Players (DPP) ad sales grew by double-digits through the year despite tougher comps in the second half.

On a full year basis, the +10.3% growth of 2024 for all media owners was the result of TMO ad revenues growing by +4.0% to $274 billion (29.4% of global ad sales) while DPP ad sales reached +13.1%.

The +4% growth for TMO in 2024 was the best performance in 14 years (if we exclude the post-COVID recovery of 2021). TMO ad sales were driven by a record number of cyclical events (elections in Mexico, South Africa, India and the US, Summer Olympics, Football Euro, Copa America) and a +12% growth in TMO’s non-linear ad sales (e.g., ad-supported streaming +18%) that now account for 25% of total TMO ad revenues. With a lack of cyclical events in 2025 MAGNA forecasts TMO’s non-cyclical ad sales to shrink by -1.8%

Cross-platform television grew by an estimated +5% to $163 billion. Non-linear ad sales grew +18% driven by ad-supported streaming. TV benefited the most from the cyclical drivers of 2024, with six billion dollars of incremental ad revenues from political advertising for local television in the US, and one billion around the Olympic games for national TV. Excluding the impact of cyclical events, global TV advertising would have been flat in 2024. Non-cyclical cross-platform TV ad sales will shrink by -1.8% in 2025 but keeping in the cyclical factor, actual ad revenues will decrease by -4.2%.

Publishing ad revenues decreased by -3% in 2024, to $44 billion despite the growth of digital ad sales, as Magazine brands fared worse than Newspapers. MAGNA forecasts publishers’ ad sales to decline by -2% in 2025. Audio Media ad revenues grew by +2% to $29 billion in 2024 as many advertisers found the media less busy and costly than television, and digital audio (e.g., podcasting) continued to grow in popularity. MAGNA expects ad revenues to be stable in 2025.

OOH was once again the most dynamic of the traditional media formats, growing by +10% to $36.2 billion. OOH now captures 13% of total TMO ad sales compared to 11% in 2019 and just 6% in 1999. OOH benefitted from major sports events, as local and global brands were keen to reach sports fans visiting Germany or France in the summer. The growing inventory of digital ad units is driving DOOH ad revenue (+18%) and attracting programmatic budgets to OOH, which now accounts for approx. 15% of DOOH spending. MAGNA forecasts +7% growth for OOH in 2025. Finally, cinema advertising was stable at $1.8 billion (+1%) due to disappointing attendance and fewer-than-usual blockbuster releases following the Hollywood strikes in 2023. Cinema advertising remains 40% smaller than pre-COVID.

The advertising sales of Digital Pure Players (DPP) (Search, Retail, Social, Short-Form Digital Video) increased by +13% to reach $659 billion, driven by Search/Commerce ad formats (+12%) Short-Form Video (+12%) and Social Media (+18%). DPP ad sales were boosted by organic growth factors including competition in ecommerce (e.g., Temu and Shein now targeting European consumers), the rise of retail media networks ($144 billion), and better monetization of short vertical videos in social and video apps. In 2025, MAGNA expects DPP to grow by +9.4% to $721bn driven by Core Search (+6%) Retail Search (+13%), Digital Video (+7%), and Social Media (+13%).

Markets: US, UK, India, and France Among the Most Dynamic

Among the most dynamic ad markets in 2024: France and the US (both +12%), India and the UK (both +11%), and Brazil (+14%). Nominal growth was much higher in a few emerging markets hit by high inflation: Argentina (+260% in local currency), Turkey (+70%), Ukraine (+26%) and Egypt (+33%). Growth was more subdued in Japan and Canada (both +8%), China (+7%), Germany and Australia (both +6%). The US ad market remains the largest by far with $380 billion this year, ahead of China ($155bn), and the UK ($54bn).

US media owners advertising revenues rose by +12.4% in 2024, to $380bn. Ten billion dollars of that came from incremental ad sales generated around cyclical events, which were the Presidential election cycle ($9.2bn of additional ad sales for local TV, digital media, and direct mail), the Summer Olympics ($1bn, national TV) and the Copa America Tournament ($60m, mostly for Spanish-speaking television). Neutralizing these cyclical dollars, the US ad market would still have grown by an impressive +9.9%. This non-cyclical growth rate was the strongest in twenty-five years if we exclude the post-COVID rebound of 2021 and was caused by a combination of digital media strength and traditional media resilience.

Digital Pure Player (DPP) ad sales rose +15.4% to $269bn (+14.8% excluding cyclical) and accounted for 70% of the total advertising market, while Traditional Media Owner (TMO) ad sales rose by +5.6% to $111bn thanks to the impact of the Presidential election and Olympic games. Non-cyclical TMO ad sales shrank by -1.1%, but that was still a resilient performance compared to previous years (e.g. -4.1% in 2023).

The most dynamic industry verticals in 2024 included Automotive (+16% across all media channels), Finance/Insurance (+15%) and Food & Beverage (+12%). Technology, which declined in 2023 and languished in the first half of 2024, finally came alive in the second half of the year as all the Big Tech companies ramped up massive ad campaigns to support their AI-Powered products, especially around the Paris Olympics.

2024 was also the year where cross-platform national television ad sales stabilized, as the growth of non-linear ad sales (mostly: ad-supported streaming) finally offset the long-term erosion of linear ad sales (broadcast and cable networks). In 2024 sales were down only -1.2%, compared to -4.3%. While linear sales dropped -6.2%, ad-supported streaming sales rose +19.5%.

In 2025, the slowdown of economic activity (real GDP growth to slow from +2.8% in 2024 to +2.2% in 2025) will slow advertising spending growth from +9.9% to +7.3%. Factoring in the (lack of) cyclical events in 2025, total media owners advertising sales will increase by +4.9% to flirt with the $400 mark ($399bn), with growth impacted by the lack of cyclical events. The US market will reach cross the $400bn mark the following year in 2026.

The US is not only the largest ad market in the world (40% of global ad spend takes place in the US), but also the most intense, as measured by the ratio of ad sales per capita: the 2024 US ratio reached $1,129, meaning advertisers collectively spend more than one thousand dollars to reach each US consumer in 2024; that’s seven times the global average ($161).

Advertisers: AI Boost Tech Marketing, Automotive in Crisis

CPG/FMCG, Government, Betting, and Finance were among the fastest-growing industry verticals in 2024, while Government & Political spending surged, Tech recovered thanks to the “AI-Powered” marketing boom, and Travel slowed down.

CPG/FMCG categories (Food, Drinks, Personal Care and Household Goods) were more dynamic in 2024 for three reasons. First, the easing in production costs removed the huge dilemma brands faced in 2022-23 (raising consumer prices to maintain profitability at the risk of consumers trading down and away from premium brands). Second, CPG/FMCG brands can grow digital advertising spending to support ecommerce sales without necessarily raising marketing budgets or cannibalizing traditional media budgets, by reallocating trade marketing agreements from below-the-line retail channels into the “retail media networks” developed by all the ecommerce platforms and traditional retailers. Finally, several CPG/FMCG brands increased their annual ad budget to associate themselves with the major sports events of 2024 on television and social media. Coca Cola came back as a sponsor in the Paris Olympics after skipping Tokyo 2021, several Beauty and Personal Care brands ran ad campaigns around superstar athletes and influencers, like Simone Biles.

Government and Political spending grew strongly in 2024 due to an exceptionally high number of elections in the world, including India, Mexico, South Africa, and the US. Political advertising is allowed on television in these markets, thus moving the ad sales needle in election years. Elections also took place in France and the UK in 2024, but political parties are not allowed to buy TV airtime and therefore elections typically don’t affect the ad market.

Auto (+9% in 2024) marketing is driven by major technological transition that spurs competition between traditional brands and newcomer electric brands, which should be enough to keep Auto as a growth category in the mid-term. Despite Government policies intended to protect domestic manufacturers, Chinese auto brands are already aggressively targeting consumers, especially in Europe: BYD was one of the main sponsors of the Euro 2024 Championship hosted by Germany – the heartland and powerhouse of the European car industry. Competition has been driving ad spend in 2024 but with the stagnation of car sales (flat in Europe and the US, with BEV down -2% in Europe), several Western Manufacturers are struggling financially. Two of the largest Auto giants, Volkswagen and Fiat/Stellantis have recently announced the reduction of production in their native countries of Germany and Italy, causing the largest social unrest in the industry in more than twenty years. As several governments look likely to cut down EV subsidies in 2025, the car market may suffer again next year, forcing auto brand to reduce marketing spending. As a result, Auto has high potential but with multiple headwinds.

Technology brands cut marketing budgets in 2022-23 due to a lack of major mass-market innovation and the need to improve profitability. Both inhibitors went away in 2024 as the revenues and profits of Big Tech soared again, and the big consumer innovation that was awaited finally came: AI. AI as a technology has been developing for years obviously, but 2024 was the year when all the big tech companies launched massive marketing campaigns around “AI-Powered” products and services, targeting both B2B audiences (e.g., Microsoft’s Copilot and IBM’s WatsonX) and BtoC targets (Meta AI, Apple Intelligence, Google’s Gemini etc.). Several Tech brands also sponsored athlete influencers during the 2024 Olympics.

Looking at 2025, MAGNA predicts that CPG/FMCG, Technology, and Finance will feature among the most dynamic industry verticals again, while Government will shrink and Auto remains a major question mark.

Media Owners: The Big Three Outperform Again

The advertising revenues of the three largest advertising vendors in the world (Google, Meta, Amazon) reaccelerated in 2023-2024 after stagnating between mid-2022 and mid-2023. Since mid-2023 and throughout 2024 Meta and YouTube have benefitted from better monetization of the fast-growing short vertical videos formats, while Amazon benefitted from CPG brands increasing lower-funnel and online marketing budgets as ecommerce sales (historically lagging in CPG) grew. Google, Meta, and Amazon reported 1Q-3Q advertising revenues up +11%, +22% and +21% respectively. As they outperform market growth, the Big Three increased their combined market share: they now account for 51% of total advertising sales globally, and 61% of ad sales outside China.

Among the top 20 media companies monitored by MAGNA, most Digital Pure Players performed well in the first three quarters of 2024 e.g., Bytedance/TikTok +20%, Apple +20%, and Snap +17%. Traditional Media Owners saw lower growth and contrasted performances: Comcast (largest TMO, driven by Olympics on NBC) +17%, Disney +6%, Warner Bros. Discovery -5%, RTL Group -8%, JCDecaux +13%.

KEY FIGURES

TABLE 1: U.S. AD FORECAST

Source: MAGNA US Ad Forecast Dec 2024. Growth rates are excluding cyclical unless otherwise mentioned.

TABLE 2: GLOBAL AD FORECASTS 2024-2025

Source: MAGNA Global Ad Forecasts, December 2024. The ad revenues of TMO include digital ad sales. All amounts in constant US dollar. PREV= June 2024 Forecast.

ABOUT THE RESEARCH

The MAGNA market research is media centric. It estimates net media owners advertising revenues based on an analysis of financial reports and data from local trade organizations; other ad market studies are based on tracking ad insertions or consolidating agency billings. The MAGNA approach provides the most accurate and comprehensive picture of the market as it captures total net media owners’ ad revenues coming from national consumer brands’ spending as well as small, local, “direct” advertisers. Forecasts are based on economic outlook and market shares dynamic. The full Ad Forecast report (80 pages) and dataset contains more granular media breakdowns and forecasts to 2028, for 70 markets.

ABOUT MAGNA

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit https://magnaglobal.com/and follow us on LinkedIn.

MAGNA has set the industry standard for more than 60 years by predicting the future of media value. We publish more than 50 reports per year on media and advertising market trends. To access full reports and databases or to learn more about our market research services, contact [email protected].

Press Contact: Suzette Meade, IPG Mediabrands | [email protected]

Advertisers, Creators Raise Performance Across YouTube, Reddit

Published on MediaPost

Appealing to users who want something new to engage with across social, search and connected TV has become a challenge, but not when taking the approach of thinking like a “human first and then a brand.”

Here are some holiday tips that make it easier to catch their attention.

Magna Media Trials — a research division of the ad company Magna Global, part of the IPG Mediabrands — released a study called Reddit for Real: Unlocking the True Potential of Reddit for Brands.

The study sheds light on the mindset and behaviors of redditors while analyzing the inner workings and impact of the platform’s community policies.

It looks at behavior and attempts to identify the manipulated AI content and media and highlights how brands can improve performance and build trust with consumers by addressing details in authentic creative content.

Users turn to Reddit basically for three reasons, according to the data. Some 63% said they turn to Reddit to learn new things, while 59% say they hear different perspectives and opinions, and 59% gain a variety of options rather than having to follow the crowd on platforms like Facebook.

This is an opportunity for brands to reach out to individual thinkers and doers — those who are not as easily swayed by the aggressive consensus.

An open mind and trust drive consumer spending, the study says. People who like to learn are naturally more receptive to ads and tend to have an engagement rate of more than 54%. Brands can reach this audience by creating high-quality content that aligns with their tastes.

When this happens, 70% said they will click more often if brands present something entertaining and informative that provides value. Brands with the correct strategy can convert and leverage those clicks, as 52% of redditors indicated they frequently, often, or sometimes purchase a product they saw advertised on the platform.

Some 85% of Reddit users say they come to the site for candid exchanges with other users and brands, and about 86% believe the platform protects privacy and they can share their views, while 74% say they believe it is more trustworthy than others.

Authenticity and trust are the two themes that carry from Reddit to YouTube, although the two platforms take a completely different approach.

On Wednesday, YouTube gave creators new control of ad partnerships by streamlining how brands and content makers collaborate. It simplified partnerships through new tools for BrandConnect Partnership ads and with the general availability of YouTube Select Creator Takeovers.

Creators can now initiate ad partnerships directly through YouTube instead of waiting for advertisers to contact them. And in an unusual step, it protects creators by enabling them to restrict their content to only approved advertisers. In a new approach to monetization, brands gain access to organic metrics and clear use rights when linking videos through Google Ads.

Once a video linking request is approved, advertisers can access information through their Google Ads account. The data spans organic video performance metrics such as view counts, engagement rates and audience demographics.

Managing collaboration with creators directly inside Google Ads will become key for brands — not just during the holiday season, but throughout the year. The company is testing a central place to manage creator partnerships, and this new page will roll out to relevant accounts during the next few months.

That collaboration means nothing without BrandConnect Partnership ad, authentic creator-based videos that brands can integrate into ad campaigns to drive performance. The ads are available to all advertisers globally across all AI-powered campaign types in Google Ads. To use partnership ads, users must link creator videos to their Google Ads account.

Creator videos integrated in ad campaigns can improve performance, according to YouTube. Based on internal data, partnership ads that live on the creator’s channel drove up to 20% higher conversions on the Shorts feed than ads with advertiser branding alone. To make it even easier to link videos, YouTube is introducing a video linking API to help users manage multiple requests at once.

Read the Article on MediaPost

Read the Full Study

NAVIGATING AD NOISE, FRAGMENTATION, AND MISINFORMATION ON SOCIAL MEDIA TO BUILD AUTHENTIC BRAND ENGAGEMENT

MAGNA Media Trials newest research shapes toolkits for advertisers to connect more effectively with communities on Reddit

NEW YORK, NY, NOVEMBER 13, 2024 – To better reach their audiences, advertisers are elevating their content creation game while also keeping brand safety and suitability priorities top-of-mind. In an increasingly noisy, fragmented, and rapidly evolving landscape, brands are hungry for strategic media investments that cut through the clutter, build lasting relationships, and ultimately convert to commerce opportunities. MAGNA Media Trials peels back the curtain on data-backed solutions for how advertisers on the social platform Reddit can do just this.

The new study called “Reddit for Real: Unlocking the True Potential of Reddit for Brands” sheds light on the mindsets and behaviors of redditors while examining the inner workings and impact of the platform’s community policies. And at a time when audiences and advertisers alike are contending with AI and manipulated media, the results highlight how brands can build trust with consumers by addressing the who, what, why, and how.

Turn Up the Volume: These days many people prefer to exist in an echo chamber, regardless of whether the surround sound is pumping out fact or fiction or something else entirely. Yet this is where redditors often go against the trend. Advertisers seeking unfiltered feedback on their products or services, or looking for genuine brand advocates, can tap into redditors’ willingness to share authentic opinions while remaining open to differing perspectives.

Top 3 reasons why users prefer to turn to Reddit compared to other social media platforms:

  • learn new things (63%)
  • hear about different perspectives and opinions (59%)
  • get different options (59%)

 

Open Minds & Trust Drive Spending: Learning-oriented redditors are naturally more receptive to ads and have higher rates of engagement (+54%). Brands can effectively court this audience by creating great content that aligns with their tastes. They’ll click more often (70%) if brands bring something entertaining, informative, and provide real value. Brands with the right strategy can convert and leverage those clicks, as 52% of redditors indicated they frequently, often, or sometimes purchase a product they saw advertised on the platform.

Spill It All Here: Ever have a burning question that you’re too embarrassed to ask IRL? 85% of redditors say they’re here for it and love/like it when they have candid exchanges with both each other and brands. Plus, the platform’s privacy-first foundation is a core reason users feel safe sharing their true opinions (86%) and perceive the content on the platform as more trustworthy (74%) than elsewhere. Redditors can share as much or as little as they’d like about themselves, and still find what they’re looking for.

The popular AMA (Ask Me Anything) sessions are a proof point for this, where brands become more respected (77%), increase their perception of authenticity (63%), and drive favorability (58%) when they directly interact with their audience.

“It’s always a treat when the research findings challenge some of our initial hypotheses, as we strive to help advertisers build more informed, effective strategies,” commented Kara Manatt, EVP, Intelligence Solutions, MAGNA. “We identified where Reddit users lean forward on content and uncovered a few surprising preferences. This audience is actively co-creating an authentic, safer, and more respectful community to engage with each other and with brands who show up in the right way.”

Key Takeaways:

  • It’s essential for brands to engage with their audience where they’re at as redditors value when a brand seizes every opportunity to learn and engage; just like they do.
  • To quote a survey respondent, “Be human first and then a brand.” Redditors relish the chance to participate actively in conversations with brands, e.g., posts, votes, etc. In fact, 80% of those surveyed even like to read a brand’s Reddit posts on controversial topics, highlighting how brands can go beyond ads to build meaningful connection and understanding.
  • Maintain respectful and professional boundaries. Brands shouldn’t swear nor use foul language, which respondents (68%) find inappropriate.

 

“This research highlights the power of the authentic conversations happening on Reddit that drive meaningful brand connections every day,” said Alex Underwood, Global Head of Agency Development. “In today’s marketing landscape, where trust and authenticity are paramount, brands that engage directly with redditors not only gain unique insights but also foster long-term loyalty and advocacy—key drivers of sustainable brand growth.”

There is tremendous momentum in advertising spending this year as the macroeconomic outlook improves. According to MAGNA’s latest ad forecast, brands are investing much of those dollars with digital pure players like social platforms. Whether it’s misinformation avoidance or carving out share of voice amidst the influx of advertisers spending on cyclical events like elections and sports, brands can and should tap every resource in their toolkit to make strategic media investments that align with their goals and mitigate wasted ad dollars.

To read the full study, please click here to access it on the MAGNA website.

###

 

About MAGNA

MAGNA is the leading global media investment and intelligence company, and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

About Reddit

Reddit is a community of communities where people can dive into anything through experiences built around their interests, hobbies, and passions. Our mission is to bring community, belonging, and empowerment to everyone in the world. Reddit users submit, vote, and comment on content, stories, and discussions about the topics they care about the most. From pets to parenting, there’s a community for everybody on Reddit and with over 50 million daily active uniques, it is home to the most open and authentic conversations on the internet.

For more information, visit redditinc.com.

Media Contacts:

Suzette Meade
IPG Mediabrands / MAGNA
[email protected]

Jazmin Brooks
IPG Mediabrands / MAGNA
[email protected]

MAGNA COLLABORATES WITH LINKEDIN TO EXPLORE CTV AD EFFECTIVENESS FOR B2B

Research finds 98% of LinkedIn users watch Connected TV, redefining advertising opportunities for business decision makers

October 29, 2024 — New York, NY —MAGNA Media Trials collaborates with LinkedIn to explore Connected TV (CTV) ad effectiveness in reaching B2B audiences. The new study – “Catching the Professional Eye: How B2B Marketers can Reach Decision Makers with CTV” — uncovered that 98% of LinkedIn users, of which 59% were sole decision makers, watch Connected TV weekly, signaling that it’s an effective way to reach B2B professionals. The study illustrates that going beyond traditional business channels such as broadcast cable/satellite, blogs or news websites, and podcasts could expand the marketing mix and reach new audiences for advertisers.

With video uploads growing 34% year-over-year on LinkedIn, the research dives into how video solutions, including CTV, can reach and engage decision makers creatively. According to the findings business decision makers are well represented among CTV viewers and are also receptive to B2B advertising. An impressive 94% of these viewers opt-in to ad supported CTV. This data underscores CTV as a powerful medium that drives meaningful actions and accelerates the deal cycle for B2B brands by either starting a free trial (79%) or purchasing (83%) a product or solution.

“The widespread accessibility of Connected TV is transforming B2B advertising, especially for decision makers,” said Kara Manatt, EVP of Intelligence Solutions, MAGNA. “This shift creates new opportunities for broadening audience reach and delivering even more innovative marketing strategies.”

Key Report Insights:

  • Young Decision-Makers: Contrary to the belief that business decision makers skew older, the study reveals that the majority of CTV viewers in this demographic are now Millennials.
  • Ad Readiness Across Genres: 94% of decision makers watch CTV with ads, including during comedy and drama programming, which were traditionally considered less receptive environments for B2B advertising.
  • Timing Matters: The best times to engage these decision makers are during early morning hours (52%) and in educational (69%) or news (66%) content when they are watching programs to stay informed.
  • Storytelling is Key: The research emphasizes the importance of incorporating a storytelling angle into CTV ads, suggesting that a narrative-driven approach resonates more effectively with this audience. Compared to average (100), ads that are funny (over-indexed at 131), emotionally appealing (over-indexed at 111), and feature relatable characters (over-indexed at 109) are highly preferred.

Catching the Professional Eye” is one of the first studies to deeply explore B2B engagement on CTV, and its unique insights can transform how marketers’ approach professional audiences.

To access the full report and learn more about leveraging CTV for B2B marketing, click here.

###

 

About MAGNA

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.

We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com and follow us on LinkedIn and Twitter.

Press Contacts

Jazmin Brooks
[email protected]
IPG Mediabrands / MAGNA

MAGNA and DeepIntent Reveal New Insights into How Pharma Advertising Influences Patient Behavior and Health Outcomes

91% of doctors say pharma advertising improves patient condition awareness and proactive health management

October 10, 2024 — New York, NY — MAGNA, the media intelligence and investment unit of IPG Mediabrands, today announced a new study in partnership with DeepIntent, the health advertising platform, that explores the impact of pharmaceutical advertising beyond its traditional role of promoting medications. The MAGNA Media Trials study – “Beyond the Prescription” – reveals how pharma ads influence patient behavior, improve health management, and offer untapped opportunities for brands.

The proprietary research surveyed over 1,100 patients and 1,000 doctors across various specializations to uncover the far-reaching effects of pharmaceutical messaging. Key findings demonstrate that pharma ads do more than just raise awareness of treatment options—they actively increase patient health intelligence, shape behavior, and improve health outcomes.

Key Insights from the Study Include:

  • Increased Awareness: 63% of patients reported learning about new medications through pharma ads, with this figure holding steady across generational lines, including 61% of Gen Z and 62% of Millennials.
  • Health Condition Discovery: 55% of respondents credited pharma ads with helping them discover new health conditions, with 62% stating they would have missed out on learning about a condition affecting them or someone close if not for the ads.
  • Condition Management: 54% of patients said pharma ads have helped them better manage existing health conditions, and 61% noted their overall understanding of their condition would be less comprehensive without these ads.

 

Doctors surveyed overwhelmingly agree with these patient outcomes. Nearly all (92%) noted that pharma ads increase patient awareness of treatment options, with 91% affirming that these ads improve patient understanding of their condition and encourage more proactive health management.

“This research shows that pharma ads truly have the potential to be much more than promotional tools and can be pivotal in helping people manage their health and discover new conditions. It’s incredibly valuable to find data that supports that brands can utilize their ads to build trust and create a more significant impact on patient outcomes,” said Melissa Gordon-Ring, Global President at Mediabrands Health, the center of excellence driving industry impact and integrated, scalable solutions for clients in the healthcare space.

The study also highlights demographic variations, revealing that younger generations, multicultural audiences, and parents trust and benefit most from pharma ads. These groups are more likely to discover new health conditions or improve the management of existing ones through exposure to pharmaceutical messaging.

Opportunities for Brands
The report underscores the need for pharma companies to build greater trust with consumers, particularly by incorporating real patient stories and transparent, patient-centered messaging. Trust is a critical driver of ad receptivity, and those who trust pharma ads are more likely to benefit from them.

“Pharmaceutical advertising has the potential to transform patient experiences, yet many brands overlook the significance of developing messages that resonate across different demographics,” said John Mangano, Chief Commercial Officer at DeepIntent. “DeepIntent’s research confirms that by embracing a more nuanced understanding of patient needs, brands can unlock greater engagement and drive meaningful health outcomes. MAGNA’s “Beyond the Prescription” research presents a roadmap for brands to engage with diverse audiences more effectively, providing opportunities to enhance both brand loyalty and patient health outcomes through relevant, trustworthy advertising.”

Click here to view the full report.

###

About MAGNA
MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.

We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com and follow us on LinkedIn and Twitter.

About DeepIntent
DeepIntent is the health advertising platform marketers trust to drive effective campaigns. Purpose-built for healthcare and privacy-safe, the DeepIntent platform unites media, identity, and clinical data to produce industry-defining health intelligence. Consistently proven to deliver real-world results based on real-time optimization, the DeepIntent platform powers more than 600 pharmaceutical brands and all the leading healthcare agencies to innovate, differentiate, and reach their audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. 

Press Contacts
Jazmin Brooks
[email protected]
IPG Mediabrands / MAGNA

Chris Shattuck
[email protected]
404-502-6755
FINN Partners on behalf of DeepIntent