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Let’s be honest—2025 flew by. One minute we were arguing about AI regulation, and the next, we were busy trying to figure out why our CPMs were skyrocketing while our attention spans hit rock bottom.

In early 2025, we published a trends piece outlining key shifts in advertising and media. Now that we’re at the end of the year, let’s have a look at what the data and industry signals showed and where reality diverged from our forecast.

In an age of infinite scrolling and shortened attention spans, marketers often fall into the trap of treating their audience as targets to be hit rather than people to be understood. But the most effective marketing doesn’t interrupt—it educates. It doesn’t shout—it informs. At its core, great marketing is teaching.

Recently, we received candid feedback from a potential client who ultimately chose to work with a network agency. Their decision came down to one core issue: they perceived us as lacking the structure and clarity that larger agencies provide.

The Growth Truth by Eric Vissers When “No” Means Growing Together My 9th grade math teacher had this habit of ending every class with the same phrase: “Remember, honesty is the best policy.” Back then, with my mind on anything but quadratic equations, I dismissed it as another adult platitude. Three decades later, running a media

Sales are flat. The board wants results. And there, sitting in front of you, is this big red lever labeled “DISCOUNT” that promises instant gratification.

Billboards. CLPs. Wild Posters. Digital OOH… OOH is hard to miss. But measuring its impact? That’s a different story.

How the meal-kit delivery’s €6.75 billion industry convinced Europeans to subscribe to food quality It’s around 5 PM on a Tuesday in Berlin, and Eric—VP of Marketing at a great media agency in Berlin—isn’t frantically Googling “quick dinner recipes” or spending on takeout. Instead, he and his partner are unboxing perfectly portioned ingredients for Thai

Q5 2025 Update From those new clients who tested Linear TV to help with their growth during our Q5 2024/2025 research, 4 of them are still booking campaigns, and looking forward to doubling (or tripling) their spend during the next Q5 period. We have also new clients, most of them in the health and nutrition

Validating Attribution and Enhancing Media Strategy Attribution models operate on learned chains of probabilities – sophisticated estimations of how different touchpoints contribute to conversion. While these models provide valuable directional insights, post-purchase surveys, if designed and conducted successfully, serve as the crucial bridge between probabilistic attribution and actual customer behavior. By directly asking customers about