AGP Executive Report

Holiday Campaigns: M&S has unveiled its Christmas ad starring James Norton and Lucy Punch, with Katherine Jenkins reworking Belinda Carlisle’s “Heaven Is a Place on Earth.” Streaming Media: Fox completed its $22 billion Roku deal, expanding its digital reach as advertisers compete for streaming audiences. Political Advertising: US midterm campaign spending hit a record $11.9 billion, even as heavy attack-ad spending failed to prevent major Democratic gains. AI & Ad Platforms: Google is adding ads to AI Mode while Reddit tests search-result ads; early reports suggest ChatGPT ads deliver far less value per visit than Google Search. Rules & Trust: Pennsylvania has enacted disclosure requirements for AI-generated ads that could mislead consumers, as regulators respond to the spread of synthetic content.

AI Discovery: Unusual Group has launched Heading, a platform to help agencies track and improve brands’ visibility in ChatGPT, Gemini and other AI answer engines. Coty is also working with Brandlight to boost product appearances in AI-generated recommendations. Ad Platforms: Reddit is testing ads in search results as Google traffic declines, while Google is adding ads to AI Mode. A new comparison suggests ChatGPT ads still deliver far less value per visit than Google Search. CTV & Commerce: Strategus and PubMatic are teaming up to improve CTV ad performance in live sports, while NAVER has added an AI agent to its rebranded N Ads platform. Media Deals: The New York Times is reportedly close to buying Letterboxd, with plans to integrate its ad systems while keeping the film site standalone. Political Advertising: U.S. midterm ad spending hit a record, but heavy spending did not guarantee wins, renewing questions about the impact of attack ads.

AI Ad Production: SeenThis launched Studio MCP, linking tools such as Claude and ChatGPT to its video-ad platform; early tests reportedly cut production time by more than 90%. Audio Advertising: AdsWizz is extending audio campaigns into Apple Podcasts video, while an Audacy report says affluent listeners increasingly choose ad-free music—making radio, podcasts and streaming audio alternatives for reaching them. Platform Shifts: Reddit is testing ads in search results as Google referrals decline, and NAVER has added an AI agent to its rebranded N Ads platform. Ad Market: Snap reported 14% revenue growth to $1.72 billion, citing gains in ad tech; AppLovin shares also surged after a strong quarter and expanded buyback. Political Spending: US midterm ad outlays hit record levels, with estimates topping $11.9 billion. Holiday Campaigns: M&S joined the Christmas ad race with a film starring James Norton and Lucy Punch as Santa and Mrs Claus.

Platform Moves: Reddit plans to require logins to view content, saying personalization will support its ad business as it tests in-app search ads amid declining Google traffic. AI Advertising: Google is adding ads to AI Mode, while studies suggest ChatGPT ads deliver substantially less value per visit than Google Search—raising questions about how quickly AI search can become a strong ad channel. Campaign Performance: PMG and RMTlabs report motivational targeting on CTV lifted Carl’s Jr.’s return on ad spend by 25%. Political Spending: Midterm advertising hit record levels, and Nexstar said political ad demand helped drive a near-doubling of quarterly revenue. Rules and Creative: Pennsylvania enacted disclosure requirements for deceptive AI-generated ads, while UK retailer TK Maxx returned to festive advertising with its first new Christmas campaign in three years.

AI Search Ads: Google is expanding sponsored placements in AI Mode, with reports of up to four ads, while Reddit tests search ads as Google referrals decline. Ad-Tech Leadership: The Trade Desk has brought co-founder Dave Pickles back to guide its technology roadmap, including AI-powered ad workflows. Platform Results: Kakao’s advertising and subscription revenue rose 11% in Q3, while News Corp’s ad revenue climbed 9%, led by digital growth at Dow Jones. Podcast Opportunity: Oxford Road estimates video podcasters could be missing $1.15 billion in annual ad revenue because measurement gaps are holding back brands. AI Ad Effectiveness: A study found ChatGPT ads generated about 6.6 times less revenue per ad dollar than Google search ads. Political Spending: U.S. midterm ad spending is projected to reach a record $11.6 billion, as attack ads and AI-generated campaign content draw scrutiny.

Retail Media: AI shopping agents could unsettle Amazon and Walmart’s lucrative ad businesses by shifting product discovery and purchases away from retailer sites. The two companies control an estimated 88% of U.S. retail media spending; Amazon has blocked Meta’s Muse, while Walmart is partnering with it. Search Ads: Google is expanding ads in AI Mode as search growth slows, while Reddit is testing ads in search results amid declining traffic from Google. Campaign Spending: U.S. political advertising hit a record during the midterms, with spending reaching $11.9 billion and TV ads dominating, even as voters tired of the onslaught. Media Ownership: The UK has ordered a public-interest review of Sky’s proposed ITV acquisition, citing concerns about media plurality and the range of programming. Brand Leadership: Restaurant chains including Chipotle, Papa Johns and Wendy’s have seen marketing leadership changes during sales slumps, raising questions about whether new strategies can revive traffic.

Media Leadership: Mail Metro Media promoted Harry Simpson to managing director of sales and trading, putting him in charge of growing ad revenue across UK media agencies. Platform & Retail Media: DoorDash’s proposed $17 billion acquisition of Instacart would combine delivery with grocery technology, advertising and AI capabilities. Google is expanding ads in AI Mode as search growth slows, while Reddit is testing ads in search results and X has launched global Lead Gen Ads. Political Advertising: US midterm ad spending is projected to hit a record $11.6 billion, yet Democratic wins despite heavy billionaire-backed spending highlight the limits of ad dollars. Negative and AI-generated campaign ads are drawing scrutiny, with Pennsylvania introducing new disclosure requirements. Creative Work: Holiday campaigns are putting craftsmanship back in the spotlight: Levi’s used painstaking stop-motion animation, while Asda, Tesco and Dogs Trust have also unveiled festive ads.

Election Ad Boom: U.S. midterm advertising spending hit a record, with estimates topping $11 billion; negative ads reportedly outspent positive ones three to one. AI-generated campaign spots are also drawing scrutiny over disclosure and voter trust. Platform Shifts: Reddit is testing ads in search results as it seeks growth, while Google is expanding sponsored placements in AI search across more countries as traditional search ad growth slows. CTV and Cross-Channel: India’s connected-TV audience grew 25% to 169 million in 15 months, according to Kantar. Research also points to stronger brand effects when campaigns combine audio, out-of-home and publishing. Creative and Regulation: AMV BBDO and Spark Foundry took the IPA Effectiveness Awards Grand Prix. New California and Pennsylvania rules will require disclosures for some AI-generated advertising, adding compliance pressure as AI tools spread.

Election Ad Spending: U.S. midterm campaigns set a record, with $11.9 billion spent and television still taking the biggest share. AI-generated political ads are also surging, sharpening calls for stronger oversight. AI and Ad Platforms: Google is expanding ads in AI search markets as traditional search growth slows. Netflix has named Darshan Kantak its ads-platform VP, a sign of its push to build the business. Media Revenue: Fox reported record first-quarter revenue, up 22%, boosted by political and World Cup advertising. Retail Media: As networks grow across the GCC, brands are pressing for clearer reporting on fees, inventory, data use and campaign results. Agency Watch: The global advertising industry is mourning Droga5 CEO Mark Green, whose sudden death was reported this week.

Ad-Tech Deals: Publicis completed its LiveRamp acquisition and launched an AI growth platform for clients; AI ad-placement firms Rembrand and Whisper World also merged, with plans to pursue an IPO. AI Search: Google is expanding ads in AI Mode as search-ad growth slows, while Meta’s ad revenue growth is outpacing Google Search—reshaping competition for AI-driven budgets. Agency Moves: Starbucks India appointed TBWA\Lintas as creative agency of record, covering brand, digital and social campaigns. Market Outlook: U.S. local ad forecasts point to faster digital growth, while UK retail media spending is up 31% ahead of a record festive quarter. Standards & Accountability: Rogers faces a $15 million penalty over misleading wireless-plan advertising, and Morgan & Morgan is challenging Florida’s restrictions on celebrity lawyer ads. Industry: Droga5 global CEO Mark Green has died at 53.

Regional Marketing: Gulf businesses are embracing Arabic-language advertising even when their brand names are in English, according to Adly data; 92% of ads on its platform were in Arabic. Agency Moves: Virtue Asia named Ambalika Sen managing director for India as it expands its culture-led brand and entertainment offering. Campaigns: Instamart’s Diwali film turns home décor into an outfit, while Wacoal’s latest campaign spotlights craftsmanship over conventional beauty tropes. AI and Ad Growth: Google is expanding sponsored placements in AI search to more countries as ad growth slows, while Meta’s ad revenue growth is reported to be outpacing Google Search. WFA research says 96% of major brands now use AI in marketing. Streaming: Zee5 has launched ZAP, an advertiser platform powered by Saptharushi. Political Advertising: US campaign ad spending has reached a record $11.21 billion, with the Texas Senate race alone drawing a record $573 million in spending and reservations.

Platform Revenues: Meta’s ad revenue rose 26%, while Alphabet faces fresh questions about search advertising as Google expands sponsored placements in AI Mode and AI Overviews. Ad Tech Deals: Affle agreed to buy Perion for about $420 million, aiming to scale its AI-powered advertising and consumer-conversion business. Streaming Ads: More than a quarter of Netflix viewing in Australia is now on its ad tier, as the service prepares to have those viewers included in TV ratings. Campaign Spending: Record political ad outlays are flooding US races, with AI-generated attack ads and disputes over targeted voter advertising drawing scrutiny. Out-of-Home Security: Digital billboards in several countries were hacked to display explicit footage, exposing the risks of connected advertising screens.

Media Economics: Malaysia has allocated RM30 million to its Media Innovation Fund 2.0, helping newsrooms train staff and invest in digital production as Meta, Google and TikTok take a growing share of ad revenue. Ad Tech: Google is expanding sponsored placements in AI search to more countries, while Amazon’s ad business nears $20 billion in quarterly sales. Campaigns: Political advertising is saturating TV in the final days before US midterms, even as a judge orders three taxpayer-funded Trump ads removed. Holiday Creative: UK retailers are launching Christmas campaigns, with Argos leaning on catalogue nostalgia and Tesco taking a cinematic approach to its ad. Standards and Trust: Ajay Devgn has challenged a regulator’s notice over Vimal Elaichi ads alleged to promote pan masala by association; South Africa’s Standard Bank also faces a complaint alleging misleading green claims. Digital Out-of-Home: A coordinated cyberattack hijacked digital billboards in several countries, including the Maldives, to display explicit imagery.

Meta’s AI Bet: Investors are watching whether AI can lift advertising revenue and new products enough to justify $135–145 billion in planned 2026 capital spending, as cash flow struggles to keep pace. Election Ad Wars: U.S. midterm spending is projected to top $11 billion, while AI-generated attack ads and a flood of negative messaging draw scrutiny and voter fatigue. AI Search Ads: Google is expanding sponsored placements in AI search to more countries as search growth slows, though the company says AI Mode ads earn less than traditional search ads. Ad Rules: California will require disclosures for AI-generated performers in advertising, adding new compliance steps for brands. Retail Media: UK retail-media spending has jumped 31% as the ad market heads toward a record festive quarter.

Creative Campaigns: Prada is pushing back against AI-made advertising with a hand-drawn holiday campaign, putting human craft at the center of its storytelling. AI Search Ads: Google is taking sponsored placements in AI Mode to more markets as it tries to make AI search pay; the company says those ads still earn less than traditional search placements. Ad Market: UK adspend rose 11% in the second quarter, led by retail media, cinema and social, while retail media spending jumped 31%. Amazon’s ad business neared $20 billion in the third quarter, though growth slowed. Political Advertising: The U.S. midterm ad blitz is intensifying, with heavy spending in tight races and growing scrutiny of AI-generated attack ads. Rules and Accountability: California now requires disclosure of AI-generated performers in ads, while Canada’s competition tribunal ordered Rogers to pay C$15 million over misleading “unlimited” wireless advertising.

AI Search Ads: Google is expanding sponsored placements in AI Overviews and AI Mode to more countries, even as it says these ads earn less than traditional search ads. ChatGPT ads are also now live, opening another front in the race to monetize AI. Platform Revenues: YouTube ad revenue grew 9% to $11.2 billion in Q3, while Premium and Music subscriptions reached 150 million; connected TV accounted for more than a third of YouTube ad revenue. Amazon’s ad business neared $20 billion, though results missed targets. Brand Campaigns: HSBC launched its global “We’re There” campaign with VML, including airport ads across 10 cities, to position the bank as a partner for business and wealth customers. Political Ad Rules: A federal judge ordered three taxpayer-funded Trump administration ads removed from TV and social media, finding they appeared political or propagandistic. Advertising Standards: Rogers must pay $15 million over ads describing wireless plans as unlimited despite speed reductions after customers used a set amount.