The Big Game ads that will define the year

What the Big Game signals for advertising in 2025

?By Ilyse Liffreing

• Creative experts say the commercials from Super Bowl LIX offer a preview of the trends that will shape the advertising industry throughout the year.
• Experts predict a deluge of ads about AI products, better storytelling in the pharma category, the dominance of women's sports, fewer political stands and more nostalgia and humor.?

?? Lightbulb moment

“People are genuinely wanting to know how AI will help them in their daily lives and not which celebrity ate banana art. So, until a singular message breaks through, it will continue to be Big Tech advertisers stepping on each other’s toes.”?

— Glen Scott, chief creative officer, VML Seattle

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Ad tech pros slam transparency issues in wake of bombshell report

By Travis Clark

• An Adalytics report published on Friday alleges that top ad tech vendors like Google and Amazon served ads on a website hosting child sexual abuse material.
• The Current spoke with 12 ad tech industry professionals about the report, and the consensus is clear: The industry needs more transparency from Big Tech players and stronger brand-safety protocols.?

?? Lightbulb moment

“It’s not a problem with programmatic; it’s a problem with Big Tech’s incursion into the programmatic landscape.”

— Adam Heimlich, CEO, Chalice Custom Algorithms

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American Express’ Jessica Ling on tapping in to Gen Z fandom with Olivia Rodrigo?

• Amex’s Jessica Ling sits down with The Current Podcast to discuss the biggest differences between marketing to businesses and to consumers, and how the brand considers the effectiveness and efficiency of marketing investments.
• She also touches on how Amex is reaching Gen Z by focusing on their passions and fandoms, such as a partnership with Olivia Rodrigo.?

?? Lightbulb moment

“In order to be innovative, you have to start from a really strong foundation. Where we found that innovation is very much speaking to younger audiences.”

— Jessica Ling, EVP, global brand advertising, American Express

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