Young people are increasingly treating personal data as a monetizable asset, with 88% open to sharing it with social media platforms, a full 20 points higher than older generations, according to eMarketer.
The Times stated that Gen Z are leading the charge in the subscription economy, with 90% of 18-25-year-olds having at least one subscription and spending an average of £305 per month, triple the spend of Gen X. According to Visa, this cohort is subscribing not just to streaming or gyms, but to AI-powered skincare, flavored oat milk, and even monthly plant deliveries.
Snap Map now has over 400 million monthly active users, cementing its status as one of the most used mobile maps globally, TechCrunch reports. Gen Z (and, increasingly, Gen Alpha) relies on Snap Map not just to see where friends are, but to discover local events and trending spots.
New data from the Federal Reserve shows that millennials are now worth a collective $16.26 trillion, up from just $4.54 trillion just five years ago. Yet despite this massive financial growth, and findings that millennials are in better financial condition than previous generations were at the same point, many millennials still feel that financial security is out of reach, according to CNBC.
A survey by LendingTree found that 27 percent of Gen Z respondents expressed concern that a recession would result in the loss of their housing. In comparison, only 23.4 percent of Millennials said the same.
Gen AI use is trending up in the ad industry. As of January 2025, nearly half of marketers globally said they use AI daily to generate images (49%) and videos (49%), per Canva and Morning Consult.
Sources: IPG Media Lab, eMarketer, The Times, TechCrunch, CNBC, Lending Tree, Canva and Morning Consult
The Edgewell-owned sunscreen brand nods to “Kama Sutra” in a 60-second spot featuring the social media star.
Dove - Dove enters sneaker space with ASMR-style cleaning ad
Dove Men+Care blurs brand category lines in the social campaign aimed at Gen Z sneaker culture.
e.l.f. - Chime’s new partnership will expand its reach with the youngest banking customers
Chime partnered with e.l.f. Beauty to launch a financial literacy game on Roblox called Fortune Island: Earn. Learn. Flex. The game aims to educate young players about money management, per ETIH.
Airbnb’s Rebranding & What It Says About the Service Economy
The US National TV Update by Michael Leszega is a short report on quarterly advertising market trends across national TV networks and streaming properties, based on the quarterly earnings of television companies. Key Findings of the 1Q25 update include: total cross-platform national TV ad revenues were stable in 1Q25 for the third quarter in a row, after being down 4% to 5% down for many years prior to that. The growth of streaming advertising (+11%) once again offset a slight decline in the ad sales of linear networks, as streaming now accounts for 21% of cross-platform national TV ad sales . Fox and Disney outperformed their competitors in terms of revenue growth during the quarter.
US Ad Market | Digital Advertising Update 1Q 2025: So Far So Good
Every quarter, MAGNA analyzes the earnings released by the large global digital media owners (accounting for the bulk of global digital advertising), to track the ad spend trend, in the US and globally, and adjust the expectations for upcoming quarters. The 1Q25 earnings revealed that digital advertising spending and ad sales were still growing double-digit year-over-year across most formats and media owners, in the US and globally, despite the anxiety of investors and marketers during 1Q25. Growth rates are bound to slow down in coming quarters, however, due to challenging economic environment and the new US tariffs policy that e.g. led one of the largest Meta advertisers, Temu, to stop its activities in the US from May.
The MAGNA Auto report by Rebecca Hwang and Luke Stillman is a deep dive into the global auto industry vertical. It analyzes the auto industry including car production, car sales, trends towards luxury vehicles, electric vehicles, charging stations, self-driving and the future of auto sales. The report has a specific focus on advertising, breaking down ad revenue trends, what is driving auto ad revenues and what the future of auto ad revenues will look like.
This Multicultural Audiences report by Alice Bell-Black looks at AANHPI consumers: Asian Americans, Native Hawaiians, and Pacific Islanders. Among the key findings: the 26 million AANHPI are, on average, younger, more educated, more urban, and wealthier than the general population. In terms of media consumption, they slightly under-index on social media (but are the stickiest demo on Instagram) and massively over-index on CTV streaming (70% of their TV viewing time).
Media Trials | Sustainability Sells - How Brands Can Communicate On Sustainability & Drive Profit
The latest research from MAGNA Media Trials and Sharethrough, an Equativ Company, reveals that 79% of North Americans surveyed consider sustainability when shopping and 63% are willing to pay more for eco-friendly products. The study, Sustainability Sells shows that from refillable packaging to regenerative agriculture, purpose-driven branding isnt just good for the planet its smart business. 92% want brands to communicate sustainability clearly and advertising is among their preferred channels.
Media Trials | Prescription For Change: Optimizing Healthcare Ads For Streaming TV Success
MAGNA Media Trials and Kargo uncover what streaming viewers expect from healthcare ads in their new study: Prescription for Change: Optimizing Healthcare Ads for Streaming TV Success. Viewers are straightforward with what they want to see in healthcare ads: a vast majority want detailed information (90%) with clear explanations (89%), while about three-quarters (72%) would like easy access to learn more about the product, such as through QR codes. The problem uncovered is that most healthcare ads are missing the mark - falling short for 4 out of 5 viewers (80% net score).
The Canada Media Landscape was published in April 2025 and is a 100 page dive into Canadian media industry and advertising market. The report features insights, data and forecasts on media industry trends (e.g. consolidation), advertising spending trends across all media formats (TV, digital, print, radio, OOH), top spending brands across industry verticals, content trends, emerging media and ad formats (social media, podcasting, programmatic) and media consumption trends. In 2024, total media owner advertising sales grew by an estimated +8.4% to 24.7bn CAD. The +8.4% gain represented the strongest market in fifteen years when excluding the extraordinary circumstances surrounding the COVID-19 pandemic ad market decline and subsequent surge in 2021 and 2022.
