$7B Shift in Ad Spend: The Platforms Winning C-Suite Attention

Good morning, ! This week we’re exploring why dollar-driven subject lines get C-suites clicking, how telecom advertisers are shifting budgets from TV to digital-first channels, why in-person events are back as the top lead source, where AI spend is moving from hype to hard ROI, what truly drives B2B vendor choice (proof, not promise), the headline length sweet spot that maximizes clicks, and how Allica Bank’s bold “Money Hat” campaign shows the impact of human-centered branding.

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AUDIENCE DATA DIVE

C-Suite Insurance Readers Love Dollars, Deals, and Risks — Here’s How to Win Their Attention

Senior insurance executives aren’t clicking on buzzwords—they’re chasing tangible value. Our dive into 40+ newsletters and 600K+ impressions shows that headlines tied to dollar figures, untapped markets, or sector-specific risks consistently outperform generic or tech-hype stories. Open rates spike above 80% when executives see content on missed premiums, luxury exposures, or multi-billion-dollar deals. For advertisers, this is gold: placing your message alongside stories of capital in motion, vertical-specific risks, or strategic moves means higher engagement and credibility. Content without clear financial stakes struggles to break through. The takeaway? Align your campaigns with opportunity, specificity, and money-in-motion narratives—and your ads will ride the wave of executive attention. (View full analysis)

AD INTEL

Telecom’s Big Shift to Digital Leads the Charge

Telecommunications advertisers are going all-in on digital. According to the latest ad spend breakdown, nearly 47% of telecom budgets now flow into digital media—outpacing TV for the first time, which holds ~38%. Audio (8.2%) remains modest but meaningful, while Out-of-Home (OOH), Print, and “Other” formats lag well behind at 4.2%, 2.9%, and under 1%, respectively.

This trend mirrors broader global patterns. According to Dentsu’s 2025 forecast, telecom is among the fastest-growing sectors, with ad spend rising ~8.3%. Digital formats continue to gain share as advertisers shift away from traditional TV, especially linear formats.
Also, IAB reports show digital video—including CTV, social, and online video—has been eating into linear TV’s slice for years.

What this means for media planners: if you’re targeting telecom or similar verticals, expect that digital-first channels deliver both reach and flexibility. TV still matters—especially for branding and mass reach—but digital is where the growth, performance, and innovation are concentrated. (More)

THE FUNNEL REPORT

Lead Gen Goes Back to Basics

If you’re wondering where B2B leads are coming from in 2025, the answer is clear: real-world connections are back on top. In-person tradeshows and events now account for 45% of lead sources, up from just 27% in 2023. Virtual events and webinars aren’t far behind, climbing sharply to 35% from 14% two years ago.

The story here isn’t just about channels—it’s about engagement. Buyers increasingly want opportunities to meet, network, and interact with real people. That shift explains why high-touch formats like direct marketing (29%) and email (29%) remain steady performers.

Meanwhile, some digital plays are losing ground. Paid social media dropped from 29% in 2023 to just 20% in 2025, and directories/sponsorships saw a similar dip.

For funnel builders, the takeaway is simple: prioritize relationship-driven lead gen. Whether in-person or online, the channels that create authentic touchpoints are the ones filling pipelines today. (More)

BUDGET SHIFTS

AI’s Business Impact: From Hype to Measurable Outcomes

AI is no longer just an experimental line item—it’s where marketers expect real performance gains. In a recent survey, the top areas where leaders see AI moving the needle over the next 12 months are revenue growth (25%), conversions (22%), and ROI improvement (20%). Another 19% point to product sales, while 13% cite campaign execution speed.

The takeaway: budgets are being reshaped not around AI tools for their own sake, but around clear business outcomes. Expect to see CMOs shift dollars toward AI investments that prove impact on revenue and efficiency, while trimming spend on legacy tactics that can’t deliver the same lift. (More)

BUYER’S ROOM

Why Buyers Really Choose Vendors: Proof Beats Promise

Ask any B2B buyer why they picked their last vendor, and you’ll quickly learn: it’s not just about price. In fact, 37% say past success with a vendor was the deciding factor—making familiarity the single biggest driver of choice. Another 25% point to peer recommendations, underscoring how much trust still drives the shortlist stage.

What carries less weight? Promises of a “better product” (8%) and cheaper pricing (8%) barely move the needle. Even commitments to social responsibility (4%) rank at the bottom.

As one media buyer put it: “At the end of the day, we go with who we know will deliver—not who talks the loudest or costs the least.”

If you’re pitching in 2025, the takeaway is clear: proof beats promise. Case studies, testimonials, and repeatable wins matter far more than flashy claims. (More)

CREATIVE THAT CONVERTS

Optimize Your Titles: Why 6–9 Words Win Clicks

Strong creative choices drive results, and nowhere is this more evident than in the impact of headline length on click-through rates (CTR). Recent analysis shows that title tags with 6 to 9 words achieve a CTR of 33.5%, outperforming both shorter and longer alternatives. Titles with just 0–3 words trail behind at 18.8%, while those in the 3–6 and 9–12 word ranges earn 26.4% and 27.7%, respectively. Overly lengthy titles (12+ words) see rates drop to 22.4%.

This insight is more than academic: it’s based on verified, large-scale data and mirrors what high-performing B2B and B2C campaigns experience globally. Marketers who craft succinct, descriptive headlines consistently attract more clicks, as concise titles quickly capture attention and communicate value. In today’s crowded digital landscape, optimizing creative elements like title tags is a proven way to boost campaign performance and maximize ROI.

Craft with intent—let every word count for higher engagement and results. (More)

CASE STUDY

'Get Your Money Hat On' by Rooster Punk for Allica Bank

Allica Bank's "Get Your Money Hat On" campaign, crafted by Rooster Punk, reimagined SME banking by blending creativity with strategic messaging. The campaign introduced a distinctive orange bowler hat as a symbol of the multifaceted roles business owners juggle daily. This visual metaphor resonated with entrepreneurs, highlighting Allica's commitment to personalized service and competitive interest rates.

Launched across TV, radio, and digital platforms, the campaign achieved remarkable results:

• 14x increase in branded search
  

• 33% unprompted brand recall from a standing start
  

• 61% of SMEs expressed a desire to know more about Allica
  

• 100% increase in account openings

These outcomes underscore the power of bold, human-centered branding in the B2B sector. (More) 

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