Ines Casas, Social Director at eight&four, recently shared her perspective in MediaCat magazine, calling for advertisers to rethink long-held industry ideals. As we approach 2025, she argues, it’s time to move beyond the outdated obsession with TV ads and embrace a more social-first mindset.
Advertising has always been about meeting audiences where they are, and today, that place is increasingly on social platforms. People scroll through social feeds, engage with short-form videos, and consume content on demand. Ines highlights how traditional TV ads often play to distracted viewers who are checking their phones or multitasking, making them less effective than ever.
Shifting to social-first campaigns allows brands to build deeper connections, achieve more measurable outcomes, and deliver stronger returns on investment. For advertisers ready to evolve, 2025 should mark the beginning of prioritising platforms and formats that truly capture attention and engagement in a digital-first world.
Read the full article here.
