Antony Young rounds up media news from beyond Aotearoa in a regular column for StopPress. This week we take a look at Meta dropping fact-checking, ageism in the advertising industry and Hyundai’s new “add to cart” feature.
Dropping fact-checking unlikely to hurt Meta
Despite lots of attention over here with last week’s announcement by Meta to remove third-party fact checking, advertisers and agencies appear unperturbed. US ad industry insiders believe this move won’t affect Meta’s ad revenue or advertisers’ reliance on the platform. With a focus on advertising ROI and a warming of corporate America towards the incoming Trump administration it appears very unlikely they will see the sort of backlash which X, formerly Twitter, experienced with an advertiser boycott in 2023. Right now, it looks like business as usual for Meta that commands 21% of the US digital ad market with its Facebook and Instagram platforms.
“For us, after Google, Meta is the next-best performer as far as ROI is concerned,” says Shamsul Chowdhury, VP of Paid Social at the digital ad agency Jellyfish.
Ad industry downsizing for younger, cheaper talent
Ageism in advertising is a long-standing issue that appears likely to worsen due to widespread layoffs, and an industry culture obsessed with youth. A recent article in Advertising Age highlighted Omnicom’s average employee age is 27 years, while WPP and Interpublic Group of Cos. (IPG) average just 34 years.
These figures are concerning to some, especially as the proposed Omnicom-IPG merger looms looking to find efficiencies. IPG Mediabrands has already announced plans to cut 103 employees in January, exacerbating concerns about the industry’s treatment of older professionals, who are often disproportionately affected during such restructuring efforts for younger, cheaper talent.
Ad Age argue ageism in the industry is rife and excludes valuable expertise, especially during transformative periods, and the growing cohort of affluent 55+ consumers. Older professionals are finding success in consultancies, startups, or transitioning to niche industries like healthcare marketing, but many face challenges such as being overlooked for roles or branded ‘overqualified’ despite willing to accept lower salaries.
2025 social media hot takes
It’s worthwhile browsing this op ed in Adweek on how influencer marketing in 2025 is poised for transformation, driven by shifts such as the impeding TikTok ban, LinkedIn’s emergence as a video influencer platform, and the healthcare industry’s growing adoption of influencer strategies. A TikTok ban could accelerate diversification, with YouTube and Instagram likely absorbing users, pushing brands toward multichannel strategies. LinkedIn is becoming a hotspot for influencers due to its professional user base and algorithm changes favouring creator content. In pharma the rise of patient and medical influencers highlights a focus on authenticity and trust.
93% of consumers expect brands to combat misinformation
Staying on social media, the 2025 edition of The Sprout Social Index™ reveals some useful insights into social media usage and consumer behaviour. While social media use remains steady, 30% of consumers plan to increase their usage in 2025. When it comes to keeping up with trends and cultural moments, 51% of consumers prefer Facebook and Instagram and 37% prefer YouTube and TikTok. Notably, 93% of consumers expect brands to combat misinformation, and 73% will switch to competitors if brands fail to respond on social media.
Social media also drives purchasing behaviour, with 81% of consumers making multiple impulse buys annually, and 28% doing so monthly. The Sprout Social Index surveyed over 4,000 consumers, 900 social practitioners, and 300 marketing leaders across the US, UK, Canada, and Australia.
68% of Australian parents back social media ban
Hot on the heals of the Australian government’s social media ban for children under 16 to take into effect in late 2025, B&T commissioned a survey to gauge parent’s opinions. The ban aimed at protecting mental health and reducing exposure to harmful content, is backed by 68% of parents, particularly those with younger children. Concerns about bullying, adult content, and psychological impacts drive support, though critics question the ban’s enforceability and advocate for digital literacy and education instead. With widespread agreement on this issue, online safety is poised to remain a significant political focus in 2025.
AI disruption behind Getty Images and Shutterstock merger
The proposed mega merger of two stock image giants Getty Images and Shutterstock into a $3.7 billion entity is another example of the content industry being disrupted by AI. Despite the positive spin by company directors, both have seen revenues decline over recent years and face the challenge of AI tools like MidJourney and DALL·E that enable users to create custom visuals without licensing fees. This is undermining traditional stock photography’s business model. The merger is a classic consolidation and cost cutting move with the combined entity looking to save $200 million within three years.
Hyundai advertises ‘Add to Cart”
Finally, the automotive industry is entering the eCommerce world! Hyundai has launched a national campaign “Add to Cart” campaign highlights buyers can now purchase their vehicles on Amazon. This channel is available in 54 US markets, with plans to expand nationally and include additional features like leasing and financing options.
Discussion about this post