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Adapting to the Attention Economy: Insights from the 2025 IAB NewFronts
The advertising industry is experiencing significant shifts this week, driven by evolving consumer behavior, rapid digital innovation, and growing market uncertainty. The 2025 IAB NewFronts, held from May 5 to 8 across New York City, highlighted a strong focus on digital video content and new technology-driven offerings from major players, as agencies and brands race to capture fleeting consumer attention in an increasingly crowded marketplace.
One of the most notable data points from recent research is the continued decline in mobile ad attention spans. Neuroscience-backed studies released this week reveal that the average mobile ad now holds user attention for just 2.2 seconds, down 35 percent from 3.4 seconds in 2018. This trend is forcing advertisers to adapt, with many embracing the so-called one-second strategy to deliver impactful messages instantly. The challenge is compounded by consumers shifting loyalties across platforms and formats, driving agencies to experiment aggressively with vertical video and tailored content.
On the deal front, several digital media partnerships and tech integrations were unveiled at NewFronts, indicating a pivot toward performance-driven and shoppable ad formats. Industry leaders are leveraging AI-powered creative tools to streamline production and hyper-personalize campaigns, hoping to offset declining engagement rates. For example, top agencies are forming new alliances with AI startups to improve targeting accuracy and content generation efficiency.
Regulatory concerns remain, but there were no major enforcement actions or new legislation reported this week. However, ongoing debates around data privacy and ad transparency are prompting industry associations to lobby for clearer standards and self-regulation.
Price dynamics continue to fluctuate, with CPMs for premium digital video rising up to 8 percent year over year, reflecting strong demand despite softer overall ad budgets. Supply chain issues appear subdued compared to past disruptions, but agencies remain vigilant about vendor reliability as they scale hybrid campaigns.
Compared to previous quarters, the current environment is marked by urgency and experimentation as leaders address the twin pressures of economic uncertainty and dwindling consumer patience. The dominant theme is adaptation: those able to pivot rapidly and leverage data-driven insights are best positioned to weather the ongoing turbulence and capitalize on the fragmented attention economy.
One of the most notable data points from recent research is the continued decline in mobile ad attention spans. Neuroscience-backed studies released this week reveal that the average mobile ad now holds user attention for just 2.2 seconds, down 35 percent from 3.4 seconds in 2018. This trend is forcing advertisers to adapt, with many embracing the so-called one-second strategy to deliver impactful messages instantly. The challenge is compounded by consumers shifting loyalties across platforms and formats, driving agencies to experiment aggressively with vertical video and tailored content.
On the deal front, several digital media partnerships and tech integrations were unveiled at NewFronts, indicating a pivot toward performance-driven and shoppable ad formats. Industry leaders are leveraging AI-powered creative tools to streamline production and hyper-personalize campaigns, hoping to offset declining engagement rates. For example, top agencies are forming new alliances with AI startups to improve targeting accuracy and content generation efficiency.
Regulatory concerns remain, but there were no major enforcement actions or new legislation reported this week. However, ongoing debates around data privacy and ad transparency are prompting industry associations to lobby for clearer standards and self-regulation.
Price dynamics continue to fluctuate, with CPMs for premium digital video rising up to 8 percent year over year, reflecting strong demand despite softer overall ad budgets. Supply chain issues appear subdued compared to past disruptions, but agencies remain vigilant about vendor reliability as they scale hybrid campaigns.
Compared to previous quarters, the current environment is marked by urgency and experimentation as leaders address the twin pressures of economic uncertainty and dwindling consumer patience. The dominant theme is adaptation: those able to pivot rapidly and leverage data-driven insights are best positioned to weather the ongoing turbulence and capitalize on the fragmented attention economy.
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By Quiet. PleaseThe advertising industry is experiencing significant shifts this week, driven by evolving consumer behavior, rapid digital innovation, and growing market uncertainty. The 2025 IAB NewFronts, held from May 5 to 8 across New York City, highlighted a strong focus on digital video content and new technology-driven offerings from major players, as agencies and brands race to capture fleeting consumer attention in an increasingly crowded marketplace.
One of the most notable data points from recent research is the continued decline in mobile ad attention spans. Neuroscience-backed studies released this week reveal that the average mobile ad now holds user attention for just 2.2 seconds, down 35 percent from 3.4 seconds in 2018. This trend is forcing advertisers to adapt, with many embracing the so-called one-second strategy to deliver impactful messages instantly. The challenge is compounded by consumers shifting loyalties across platforms and formats, driving agencies to experiment aggressively with vertical video and tailored content.
On the deal front, several digital media partnerships and tech integrations were unveiled at NewFronts, indicating a pivot toward performance-driven and shoppable ad formats. Industry leaders are leveraging AI-powered creative tools to streamline production and hyper-personalize campaigns, hoping to offset declining engagement rates. For example, top agencies are forming new alliances with AI startups to improve targeting accuracy and content generation efficiency.
Regulatory concerns remain, but there were no major enforcement actions or new legislation reported this week. However, ongoing debates around data privacy and ad transparency are prompting industry associations to lobby for clearer standards and self-regulation.
Price dynamics continue to fluctuate, with CPMs for premium digital video rising up to 8 percent year over year, reflecting strong demand despite softer overall ad budgets. Supply chain issues appear subdued compared to past disruptions, but agencies remain vigilant about vendor reliability as they scale hybrid campaigns.
Compared to previous quarters, the current environment is marked by urgency and experimentation as leaders address the twin pressures of economic uncertainty and dwindling consumer patience. The dominant theme is adaptation: those able to pivot rapidly and leverage data-driven insights are best positioned to weather the ongoing turbulence and capitalize on the fragmented attention economy.
One of the most notable data points from recent research is the continued decline in mobile ad attention spans. Neuroscience-backed studies released this week reveal that the average mobile ad now holds user attention for just 2.2 seconds, down 35 percent from 3.4 seconds in 2018. This trend is forcing advertisers to adapt, with many embracing the so-called one-second strategy to deliver impactful messages instantly. The challenge is compounded by consumers shifting loyalties across platforms and formats, driving agencies to experiment aggressively with vertical video and tailored content.
On the deal front, several digital media partnerships and tech integrations were unveiled at NewFronts, indicating a pivot toward performance-driven and shoppable ad formats. Industry leaders are leveraging AI-powered creative tools to streamline production and hyper-personalize campaigns, hoping to offset declining engagement rates. For example, top agencies are forming new alliances with AI startups to improve targeting accuracy and content generation efficiency.
Regulatory concerns remain, but there were no major enforcement actions or new legislation reported this week. However, ongoing debates around data privacy and ad transparency are prompting industry associations to lobby for clearer standards and self-regulation.
Price dynamics continue to fluctuate, with CPMs for premium digital video rising up to 8 percent year over year, reflecting strong demand despite softer overall ad budgets. Supply chain issues appear subdued compared to past disruptions, but agencies remain vigilant about vendor reliability as they scale hybrid campaigns.
Compared to previous quarters, the current environment is marked by urgency and experimentation as leaders address the twin pressures of economic uncertainty and dwindling consumer patience. The dominant theme is adaptation: those able to pivot rapidly and leverage data-driven insights are best positioned to weather the ongoing turbulence and capitalize on the fragmented attention economy.