News and Insights

MEDIA PULSE: July 2025

July 18, 2025

This month, we’re seeing a clear shift in how audiences (and marketers) are pushing back on the excesses of digital-first everything. Gen Z is embracing offline experiences with surprising intensity. B2B buyers are demanding media that treats them like actual people. And even the most performance-obsessed teams are realizing automation isn’t a strategy.

#1 B2B goes human (finally)

B2B media is having its long-overdue reality check. For decades, we’ve treated business decision-makers like walking job titles — hitting them with trade pub ads and LinkedIn banners that scream “corporate approved.” Plot twist: Those decision-makers are actual humans who watch Netflix, scroll TikTok and drive past billboards just like everyone else.

The smartest B2B brands are meeting people where they actually live — not just where they work. We’re seeing connected TV (CTV), podcasts and even TikTok showing up in serious B2B media plans. It’s not about going broad. It’s about getting real. Because that “buying committee” is just people who appreciate smart creative as much as smart pricing.

💓 The Pulse

• Humans don’t clock out: Your audience doesn’t stop being human when they open Salesforce. CTV and social-first creative aren’t experimental — they’re where real connection happens.
• Brand builds pipeline: B2B brands investing in both brand and performance see 1.6x faster revenue growth. Leading with value beats racing to the bottom of the funnel every time.
• Creative stuck in time: Most B2B ads still look like 2014 called and wants its stock photos back. If your ad wouldn’t make you pause mid-scroll, it won’t make them pause either.

OUR TAKE

Business buyers don’t want more white papers. They want clarity, relevance and creative that respects their time. The best B2B media plans are starting to feel human because that’s who they’re actually built for. If you want attention, focus on being genuinely helpful. –Ashley Blais

#2 Gen Z’s analog rebellion

Here’s something that’ll mess with your head: The most digitally native generation ever is driving a full-scale offline revival. Gen Z isn’t just tired of algorithms; they’re actively running from them. With 99% regularly skipping ads and 63% using ad blockers, according to Marketing Beat, they’ve essentially put up a “Do Not Disturb” sign on digital.

Enter the analog comeback. Vinyl records, pop-up shops, actual printed zines and even direct mail suddenly feel premium, not prehistoric. I’ve even seen influencers buying old-school camcorders specifically for behind-the-scenes footage because the grainy, unfiltered aesthetic feels more real than polished iPhone videos. A new study by The Harris Poll and Quad finds that 81% of Gen Z wishes it were easier to disconnect from devices, which means that offline isn’t just an escape; it’s a statement.

The best part? This generation treats IRL experiences like social currency. Standing in line for a hyped pop-up isn’t inconvenient; it’s content-worthy. They’re not rejecting technology. They’re rejecting being overwhelmed by it.

💓 The Pulse

• Screen fatigue is official: Gen Z wants easier ways to disconnect. As digital noise increases, offline moments feel rare and valuable.
• IRL = social gold: According to CSM, 73% of Gen Z feels that shopping at buzzy physical stores makes them part of a cultural moment. The best brand experiences are happening in person, not in-app.
• Print actually works: The Harris Poll/Quad study shows that nearly 8 in 10 Gen Z consumers have been influenced by print or direct mail, and 72% wish more brands would surprise them with something tangible in the mail.

OUR TAKE

Gen Z isn’t anti-digital; they’re anti-meaningless. This generation is basically saying that real-world experiences and physical touchpoints aren’t throwbacks; they’re breakthroughs. If your entire media plan lives on screens, you’re missing where emotion actually lives. Smart brands are building analog back in, not as nostalgia but as strategy.  –Ashley Blais

#3 Performance media’s quiet crisis

We’ve never had more data, more automation or more tools to optimize campaigns. So why does so much of marketing feel like it’s running on autopilot? Spoiler alert: because it is. I spent the week at MAD//Fest, and one thing was made very clear — too much of marketing is still operating on autopilot.

Here’s the uncomfortable truth: Only 8% of marketers are running proper incrementality tests. Creative testing is still warped by platform bias. Most teams let algorithms decide strategy by default. We’ve gotten so good at measuring what happened, we’ve forgotten to question what actually worked.

💓 The Pulse

• Tracking ≠ testing: Attribution shows what got clicked, not what drove impact. Real measurement digs deeper than last-click hero worship.
• Creative testing is broken: Platform algorithms skew results before you even start. Better insights come from bold variations and cleaner test setups.
• Autopilot isn’t strategy: Most advertisers let platforms optimize everything. Real strategy means setting the rules, not accepting them.

OUR TAKE

Performance marketing isn’t broken, but it is stuck. Too many decisions are driven by what’s visible in the dashboard, not what delivers in the business. The best marketers are moving forward by asking better questions, challenging defaults and building systems that prioritize outcomes over optics.

That starts with stronger measurement, cleaner testing and sharper creative systems. Platforms will keep automating. It’s on us to keep thinking. If you’re rethinking how your media, data and creative connect — let’s talk.  –Lee Faulkner

About the authors
Ashley Blais and Lee Faulkner co–lead FINN Paid Media, our global team of experts who live and breathe today’s fast-paced — and fast-changing — media landscape. The team delivers a full suite of services including omnichannel planning & buying, performance media strategy & management, and comprehensive measurement, resulting in award-winning campaigns that drive client success.