Adapting to AI, Regulations, and Evolving Consumer Trends in the Advertising Industry
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Adapting to AI, Regulations, and Evolving Consumer Trends in the Advertising Industry
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概要
Key developments include OpenAI forming an ads integrity team for upcoming ChatGPT ad tests in the US, focusing on verification and brand safety.[1] MMA India outlined 2026 priorities like AI use cases, retail media, and measurement at its board meeting.[1] In India, final OTT accessibility norms from MIB mandate captions and audio descriptions for new content over 36 months, exempting short ads.[1] Reliance Consumer acquired a majority stake in Australias Goodness Group to expand beverage distribution.[1]
Super Bowl 60 planning reveals automakers retreating, dropping from 40 percent of ad minutes in 2012 to 7 percent in 2025 due to sales slumps, tariffs, and EV costs; they now claim 60 percent of live sports ad spend instead.[3] Google topped the 2026 Kellogg School review with its Gemini ad, while health brands like Novo Nordisk debuted weight-loss spots, signaling a shift from snacks.[5] Ad costs hit 8 million dollars per 30-second spot, pushing diversification to streaming and social.[3][9]
Nielsen reported Harvey Norman as Australias top 2025 ad spender, with finance and travel surging; new entrants like Westpac joined the top 20.[7] Consumer behavior reflects impatience with brand failures, per Havas CX Index 2025, as CX Debt rises.[1]
Compared to prior weeks, AI and regulatory focus intensifies versus last months sports sponsorship emphasis. Leaders respond by prioritizing accountability: IPL eyes mobile ads as a 2026 turning point,[1] and agencies like Hotspex leverage behavioral data for targeted buys.[4] No major disruptions, but budget tightening persists amid uncertainty.
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