Stacey Lynn Schulman

Whichever letter you choose, X's ad fortunes are predicted to be rocky for another 6-12 months. According to recent ad industry research from The Myers Report, social media buyers and planners across 14 top-tier agencies plan to decrease their current investment by an average of -43% over the next 6-12 months.

For the better part of the last decade, The Myers Report has observed a trend toward the calculable, as agencies have annually prioritized data and analytic capabilities as primary decision factors in their media buying and planning processes. With every asset tagged and every potential consumer tracked, reaching the right consumer in the right context at the right time has necessarily become a streamlined, automated process.

When it comes to attending live industry events, there is still a fair amount of skepticism in the workforce. Last summer, The Myers Report surveyed over 2500 industry professionals about their perspectives on a variety of industry transition topics, including attendance at conferences and large industry events. Fifty-five percent (55%) of TMR's survey respondents agreed that it is important for the media and advertising industry to meet and engage at in-person industry functions.