The ad market is forecast to cross the trillion-dollar milestone for the first time in 2026. What it cannot do is measure where that money actually went. For the brands and agencies I speak with, that is the real problem of the moment. Budgets are consolidating, but the data needed to deploy them intelligently keeps scattering…
Broadcasters have long relied on satellite as a primary content distribution mechanism. But technology evolution and regulatory changes mean that infrastructure is in decline. As the industry prepares for another reduction in spectrum capacity by July 2027 with the FCC’s Upper C-band auction, discussions naturally center on continuity, reliability and managed replacement strategies. That should…
Streaming has reshaped television over the past decade, forcing broadcasters to rethink how advertising is delivered, measured and monetized. Addressable advertising, audience targeting and better measurement helped narrow the gap between television and digital media. For a while, the priority was clear – to follow the audience and bring advertising revenue along with it. While…
For years, Web3 advertising relied on broad targeting, fragmented ad supply chains, and limited audience transparency. But as the industry matures, advertisers are becoming significantly more selective about inventory quality, audience source, and contextual alignment. Today, brands are investing heavily in high-intent users who actively engage with digital finance ecosystems, including DeFi platforms and prediction…
Every major real estate platform now runs on generative AI. 82% of agents use AI every day. And yet real estate ranks dead last among all industries for AI visibility. The practices that close that gap in the next 24 months will own the next decade. By Ronn TorossianFounder and Chairman, 5W Public Relations A statistic…
Most CMOs are still measuring impressions. Impressions are 2014. The Condé Nast CEO just made that impossible to ignore. A year ago, Roger Lynch told his teams to plan as if search traffic is zero. This week he said it on a national broadcast and told the Financial Times that Google search is “no longer…
Top of funnel moved. Most marketing organizations haven’t noticed.By Ronn Torossian Right now, a prospect evaluating your category is not on your website. They are not in your nurture stream and they are not reading your case studies. They are asking ChatGPT, or Claude, or Perplexity, which vendors they should be considering — and the…
If your 2026 SEO line item looks like your 2025 SEO line item, you are already behind. Here is the budget-split framework we are using with 5W clients across three company stages. Most marketing budget conversations happen in late summer for the following year. That is too late. The growth curve for AI-referred traffic in…
When 5W’s tech practice was helping B2B SaaS companies fifteen years ago, the marketing math was simple. Rank on Google. Capture demo requests. Move them into a sales-qualified funnel. Nurture through email. Close. The channels were known. The attribution was imperfect but measurable. If you had a clean SEO operation and a clean paid search operation, you…
Your Affiliate Program Is Probably a Margin Tax. Here’s Why.By Ronn Torossian, Founder, 5W Affiliate marketing is now a $20 billion global channel returning $12 to $15 for every dollar invested. It contributes roughly 16% of all U.S. e-commerce sales. By the end of 2026, an estimated 90% of e-commerce businesses will run an affiliate program.And most of…
