Dear ROGER,

Welcome to the May 2025 issue of Key Notes - Marketing Keys' monthly newsletter! We wish all the Moms out there a Happy Mother's Day! Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

Nielsen recently published its 2025 Global Media Planning Report, offering fresh guidance for advertisers and publishers in a media environment that’s more complex than ever. As audience behavior continues to shift and media choices multiply, the report helps make sense of the current landscape and outlines how marketers can build more effective strategies for the year ahead.

One major theme in the report is the growing importance of finding the right blend between traditional and digital media. While platforms like streaming services and Connected TV are becoming more popular, traditional television still plays a major role in many regions. For example, while Americans now spend about 40% of their TV time streaming, viewers in Poland only devote around 8% to streaming, showing how differently audiences engage with media around the world. For marketers, this means media plans need to be flexible and tailored to each market.

The report also highlights the rapid rise of retail media—ads that appear on retailers’ digital platforms, reaching shoppers at the point of purchase. This space is growing quickly and becoming a bigger part of global ad strategies. In Japan, for instance, Amazon’s retail media ad spending increased consistently each month from August through December 2024. For brands, this opens up a new avenue to connect with consumers beyond traditional online or offline channels.

Another key point in the report is the generational divide in media consumption. While this isn’t a new concept, the gap continues to widen, and it’s impacting how content should be created, delivered, and monetized. Older generations often remain loyal to traditional media, while younger audiences expect fast, on-demand digital content. To stay effective, marketers must account for these differences and design campaigns that speak to varied viewing habits across age groups.

When it comes to connecting with customers, age really does matter. People from different generations respond to marketing in their own unique ways, especially online. Younger buyers like Gen Z and Millennials are much more comfortable making purchases through social media platforms, while older groups—such as Gen X and Baby Boomers—prefer more traditional experiences like browsing websites or calling customer service. In fact, many Boomers still expect a real person to answer the phone when they reach out.

Surprisingly, email is still a key part of Gen Z's day-to-day communication—particularly at work. While they often use texting and social apps in their personal lives, many younger professionals still prefer email for professional tasks. They tend to check their inboxes frequently, often driven by a fear of missing out on deals or important updates. Some even admit to using email as a way to avoid awkward conversations. Though they feel overwhelmed by too many emails, most believe the platform isn’t going anywhere anytime soon.

Content preferences also shift with age. Younger generations are more likely to be drawn in by eye-catching, interactive posts that feel relevant to their lifestyle. Boomers, on the other hand, care more about practical, informative content and are more likely to research product reviews before making a decision. For businesses hoping to appeal to all age groups, the message is clear: ditch the generic approach. Personalized content that speaks directly to each generation’s habits and values is what builds trust—and drives results.

With rising concerns over tariffs, many consumers are becoming more cautious with their spending. A significant majority—91%—of shoppers are aware of tariffs, with 63% being very aware of their potential effects on prices. As a result, consumers are rethinking their purchases, with 37% planning to cut back during the summer and holiday seasons. Many are focusing solely on essentials, while others are actively seeking out discounts to mitigate higher costs. Interestingly, Gen X is the most cautious, with nearly half of them expecting to tighten their budgets even further.

Despite this cautious approach, there is still an opportunity for brands to engage consumers—if they can provide clear value. Around 43% of shoppers are willing to engage with brands through email or text messages if it means better prices or early access to deals. This is even more pronounced among younger shoppers, particularly Gen Z, where more than half are inclined to respond to offers that emphasize value. Additionally, many consumers are open to waiting longer for products if it means securing a better price, with 56% of shoppers overall willing to wait, and this willingness increases significantly among Gen Z and millennials.

For brands navigating this landscape, the key is to adapt to shifting priorities. Consumers are prioritizing price over loyalty, so transparency in pricing is essential. To capture attention, brands should highlight clear value propositions, use communication channels like email and text effectively, and position longer wait times as a tradeoff for better deals. By focusing on these strategies, brands can better meet the needs of cost-conscious consumers and build stronger connections during uncertain times.

A new bill has been introduced that would require major app distributors like Google and Apple to verify the ages of users before allowing them to download apps. The goal is to prevent minors under the age of 18 from accessing apps without parental consent, aiming to protect children from inappropriate content and potential online dangers. The proposed legislation is similar to a law passed earlier this year in Utah and reflects a growing concern about the safety of minors in the digital space. The bill's supporters argue that it would reduce exposure to harmful material and safeguard kids’ personal data from being exploited.

This proposal comes as states across the U.S. have begun implementing their own measures to control minors' access to social media platforms. These laws typically require social networks like Meta and Snapchat to verify users' ages before allowing them to create accounts. While some tech companies have fought these state laws, arguing that they infringe on free speech and privacy rights, others have supported regulations that would require app stores to verify users' ages. These companies contend that such measures could help avoid collecting sensitive personal data, which would also reduce the burden on parents and teens to share private information with individual apps.

Despite the backing of some major companies, the bill faces opposition from organizations that argue it could undermine minors' privacy and freedom of expression. Critics claim that verifying ages could lead to the collection of sensitive personal information, putting young users at risk. However, supporters of the bill believe that age-based restrictions, similar to those applied in other areas of life, are necessary to protect children and provide parents with more control over their children's digital experiences.

AI is rapidly transforming the marketing field, making it essential for marketers to adapt and stay ahead. Rather than fearing these advancements, the best approach is to evolve with them. One of the most important ways to do this is by upskilling — becoming proficient in AI tools is increasingly necessary for anyone in the marketing profession. Understanding how to properly communicate with AI tools and fine-tune their output will be a crucial skill as marketers navigate this new era.

The key to thriving in an AI-driven world is shifting your focus from simply executing tasks to orchestrating strategies. AI is great at handling repetitive work, data processing, and even content generation, but the human element is still essential for shaping high-level strategies. Marketers will need to harness AI to enhance their campaigns, using it as a tool to refine and optimize their approach for better results. Staying on top of emerging trends, like voice search optimization and AI-generated content, will also allow you to spot new opportunities in a constantly evolving landscape.

Although AI is taking over more tasks, it cannot replicate the creative and human aspects of marketing, like storytelling and emotional connection. These traits remain your unique advantage. However, with AI becoming more embedded in the industry, ethical concerns surrounding data privacy, transparency, and algorithmic bias will need to be addressed. Marketers should prioritize ethical use of AI, ensuring they follow privacy laws and avoid any practices that could harm consumer trust. Embracing these changes with an ethical mindset will ensure that marketers remain at the forefront of the industry while also maintaining consumer confidence.

Here is a recent highlight from Marketing Keys' blog page. Please start following our blogs and let us know what you think.

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Until next month,

Roger Keys

Founder and CEO

Marketing Keys

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