In a surprise move following a series of consecutive downgrades, Brian Wieser has boosted the outlook for U.S. ad-spending growth this year to 6.0%. That’s nearly double the percent change he forecast in March when he downgraded his outlook for the second time following his original 2025 benchmark of 5.3% growth in September 2024.
Citing Strong Half, Brian Wieser Surprisingly Turns Bullish For 2025 06/04/2025
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Adobe announced innovations across Adobe Experience Cloud that will empower brands to unlock greater value with AI-generated content and demonstrate business impact. As organizations embrace image and copy generation tools—from Adobe Firefly to Adobe Experience Manager—to assist in the ideation and refinement of marketing assets, the need to show return-on-investment has also heightened. Brands can address this by matching AI-generated content with customer preferences, while creating a feedback loop through actionable insights. These AI innovations address key pain points in brands’ content supply chains by ensuring that campaigns can be adjusted and optimized in real time.
Adobe’s latest solutions enable brands to drive greater performance and meet business goals for customer engagement. New offerings across Adobe Experience Cloud will enable teams to personalize, test and measure AI-generated content. With Adobe Content Analytics, actionable insights will pinpoint specific content attributes that resonate most with target audiences, informing what teams create in the future. In Adobe Experience Manager, real-time experimentation capabilities on the web—a digital front door for many brands—will direct visitors towards AI-generated variants that are driving the best conversion.
According to the Joint Industry Committee for Mail (JICMail), during Q2 the average piece of direct mail was interacted with 4.58 times, an 11% increase year-on-year and a record high since JICMail began tracking mail activity in Q2 2017. Door drops also garnered record levels of consumer engagement, with the average item interacted with 3.19 times, which represents 15% growth year-on-year. Business mail, essentially addressed mail that contains some form of bill or statement, also reported higher interaction figures, up 7% to 4.87 times. The various channels all recorded significant increases in the amount of time they live in the home with all three effectively extending their life-span by a day year-on-year: DM 8.5 days; door drops 6.9 days and business mail 9.6 days.
Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does this happen? Here is my very quick opinion. These brands have a combination of the following: 1. A flawed merchandise concept that is not unique, delivered with out-of-date benefits or sent to an audience the brand knows nothing about. 2. Bad math that doesn’t take into account mail efficiencies, an understanding of their own database, mailing to bad names at the wrong time or how the catalog model fits into a cross-channel world. 3. A lack of understanding of how to create a landscape of words and imagery that truly sell off the page and drive activity to either a website or store. learn more at: https://www.jschmid.com/blog/5-reasons-catalogs-work/