[Marketing Week] Bob Koigi: Digital ads evolve

The digital advertising market is no longer just growing, it is compounding. In 2025, internet ad revenue hit a record $294.6 billion, rising 13.9% year on year, according to the Interactive Advertising Bureau.

What stands out is not just the scale, but the context: this growth came despite economic and geopolitical uncertainty, and without the usual cyclical boosts of global events like the Olympics or World Cup.

This signals a structural shift. Digital is no longer dependent on external spikes — it is driven from within.

At the core of this expansion is a decisive pivot toward performance. Advertisers are consolidating spend into channels that prove ROI, favouring measurable outcomes over broad reach.

For the industry, the implications are clear. Competitive advantage is moving toward companies that can unify data, media and transactions into seamless, personalized experiences. The reality is now more significant — the entire model is being rebuilt around performance, platforms and precision.

Campaigns of the week

Heineken has named tennis champion Serena Williams as its new global ambassador in a multi-year partnership centred on promoting social connection through padel.

Media & Entertainment group Global has launched a 3D anamorphic outdoor campaign across London to promote its Formula 1 podcast Up To Speed, using large-scale digital screens.

Burger King UK has launched a campaign encouraging marathon runners to mark the end of their race with a Whopper, aligning the initiative with major running events across the UK.

Agencies and accounts

Collaborate Global has been appointed following a competitive pitch to deliver the brand experience for Apollo Automobil at the Goodwood Festival of Speed 2026.

StrawberryFrog Media has been appointed to oversee media strategy and execution for rapper Jeezy, beginning with a campaign supporting his 2026 Las Vegas residency.

Radox has appointed SAMY as its retained social agency following a competitive pitch, marking a shift towards a creator-led and always-on social strategy.

Partnerships and acquistions

Adams Outdoor Advertising has acquired a digital billboard asset in Winston-Salem, North Carolina, strengthening its presence across the Triad.

WPP has expanded its cloud and AI partnership with Google, integrating Earth AI models and datasets into its WPP Open marketing platform.

Omnicom has announced an expanded partnership with Adobe to develop an enterprise-focused AI Agentic Operating Model designed to support end-to-end marketing and sales workflows.

Appointments

iO has appointed Tim Elsen as Chief Operating Officer, a move designed to strengthen its organisational structure and support its growth as an AI-focused marketing and technology partner.

McCann Philippines has appointed Mitzie Lim-Nacianceno as Chief Executive Officer and Bambi Reyes as Chief Operating Officer, effective 1 May, marking a leadership transition shaped by long-serving executives within the agency.

Ogilvy Paris has promoted Benjamin Bregeault to Chief Creative Officer, placing him in charge of the agency’s creative direction as it continues to expand its digital capabilities.

Other major news of the week

The Cannes Lions International Festival of Creativity will honour Oprah Winfrey as the 2026 Cannes LionHeart recipient, recognising her long-term contribution to social impact through media and philanthropy.

European Marketing Confederation has named Laurence Herbert, Chief Marketing Officer at Puratos, as European Marketer of the Year 2026.

Ocean Outdoor has confirmed the continuation of its partnership with sustainability platform Pinwheel, entering a third year of collaboration focused on science-led environmental programmes funded through advertising spend.

Bob Koigi is the editor-in-chief of Marketing Report.One

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