Steve Connelly argues that while AI is a valuable asset in marketing and advertising, it should complement rather than replace human creativity and emotion in strategy. AI enhances capabilities and benefits clients, but it cannot fully replicate the intuitive and emotional elements crucial for building strong brand connections and customer loyalty. Integrating AI with human intuition and experience maximizes its effectiveness, preserving the essential human touch needed to foster meaningful customer relationships.

Read more here.

Erin Mullaney, Media Director
Courtney Marlow, Senior PR, Social Media & Influencer Marketing Manager

The potential TikTok ban is shaking up the short-form video landscape, leaving creators, marketers, and brands holding out hope or scrambling to explore alternative platforms. As TikTok’s highly engaged audience and creator-driven approach hang in the balance, many advertisers are making contingency plans. According to recent eMarketer reports, 50.2% of marketers plan to shift their TikTok investment to YouTube or Meta if the app is banned. How do all these platforms differ? Below is a synopsis of audiences, current platform environments and performance to take into consideration of where to invest your resources amidst the uncertainty. 

Audience: Who’s watching? 

Short-form video consumption is on the rise, with 63% of adults aged 18+ watching these videos on their smartphones, 55% of whom do so weekly¹. 

TikTok has undeniably fueled this trend, but it hasn’t yet surpassed longer-established platforms in adult audience reach. YouTube leads the way, engaging 63% of the adult population, closely followed by Facebook at 62%. Instagram captures 44%, while TikTok trails with a reach of 33%.

A18+ Reach by Platform²:

• YouTube: 63%
• Facebook: 62%
• Instagram: 44%
• TikTok: 33%

Sources:
¹A18+ Resonate – Jan 2025
²Average across MRI Simmons, Emarketer, and Resonate A18+ Penetration % 

The disparity in reach largely stems from generational engagement with each platform. TikTok has surpassed Facebook among adult Gen Z users and has been steadily approaching Instagram’s more mainstream appeal. Meanwhile, YouTube and Facebook, with their longer presence in the market, maintain broad reach across generations, particularly among Gen X and Boomers. In contrast, Instagram’s core audience skews heavily toward Millennials and Gen Z.

Source: eMarketer Platform Population Penetration, US 2024

Environments: How do they differ?

TikTok has become infamous for its ability to pull users into endless scrolling on their For You Page, delivering content that uncannily aligns with their current interests. As users potentially move away from TikTok, they’ll likely seek similar entertainment on other platforms. This means these platforms will need to bridge the content gap, with their current areas of focus and user experiences outlined below.

YouTube 

YouTube stands out as a platform with the broadest reach across age groups, making it a versatile choice for connecting with diverse audiences. With its integration into Google’s ecosystem, YouTube leverages extensive search data, allowing content, organic or paid, to reach users with precision and intent. While long-form horizontal videos remain prominent, YouTube Shorts, introduced as of 2021 in the U.S., represents a significant evolution. Shorts are increasingly featured in search results, offering users the flexibility to consume shorter, bite-sized content. The platform’s dual focus on search-driven discovery and content variety makes it a powerful tool for brands and creators alike.

Instagram & Facebook 

Instagram Reels is integrated into the Instagram app, where users can seamlessly transition from their feed to a TikTok-like Reels experience. While trends on Reels tend to be slightly delayed from TikTok, Instagram has evolved from a personal “highlight reel” to a discovery-focused platform, offering content tailored to user interests. Similarly, Facebook Reels appear in users’ feeds, and once clicked, users enter the Reels feed. Facebook is also pushing Reels content in an effort to drive more engagement on its platform.

Time Spent

The most significant distinction between TikTok and other platforms lies in user engagement time. TikTok’s finely tuned algorithm captivates users for an average of 51 minutes daily, far outpacing other platforms. By comparison, YouTube users spend an average of 36 minutes per day, Instagram users 35 minutes, and Facebook users 32 minutes¹. With potentially freed-up consumption time following the potential TikTok ban, it will be interesting to see if consumer behaviors shift—and whether one platform, through user preference or ongoing updates to enhance engagement, begins to close the gap.

¹Source: eMarketer Time Spent, US 2024

Performance: What Are They Good At?

While the activity of scrolling through short-form videos is similar across platforms, performance in the paid advertising space varies. Across campaigns, a few trends have emerged. YouTube Shorts is the most cost-efficient in terms of CPM, likely due to slower adoption and lower advertiser demand since rolling out Short-specific paid ads in late 2023. However, it falls behind Meta Reels and TikTok in average watch time.

TikTok strikes an impressive balance, offering the highest CTR, lowest CPC, and moderate costs, while maintaining competitive video watch times. Meta platforms (Instagram and Facebook) deliver slightly lower action metrics but benefit from marginally higher average watch times.

For conversion campaigns, Meta Reels appears to be the better alternative, while YouTube Shorts is ideal for cost-effective reach. If advertisers reallocate budgets amidst the TikTok uncertainty, Meta is predicted to see more reallocation dollars and thus increased competition. Therefore YouTube Shorts could remain a cost-efficient alternative.

Final Thoughts

As the potential TikTok ban looms, it’s important for brands and marketers to adapt by exploring alternative platforms, encompassing both organic and paid social strategies, as well as influencer marketing. Each platform offers nuances and unique advantages, and TikTok’s dominance in entertainment will undoubtedly be missed. However, with engaged and diverse audiences spread across multiple platforms, there are ample opportunities to evolve your strategy and connect with users where they are now—and where they’re headed in the near future.

A survey conducted by Pixability, a company specializing in AI-driven contextual targeting, brand suitability and performance advertising on YouTube and CTV, revealed insights from U.S. & UK Media Agency executives, buyers and planners about their current video advertising behaviors and their predictions for YouTube and CTV budgets and strategies in 2025.

Erin Mullaney, Media Director at Connelly Partners, emphasizes that brands need to recognize YouTube’s dominance in the CTV space. YouTube is not only the top streaming platform in terms of viewership and reach but also distinguishes itself with its ad-supported model, unlike competitors such as Netflix, which rely heavily on ad-free subscriptions.

This shift in the landscape has led agencies to adapt by unifying their TV, YouTube, and CTV teams. 

Read more from MarTech Cube and StreetInsider 

The advertising industry in 2025 is rapidly transforming. From AI-driven personalization, to shifting consumer dynamics and unprecedented cultural fragmentation, brands are facing both monumental challenges and unparalleled opportunities.

In this AdAge feature, Steve Connelly shares his predictions for the industry this year. He foresees a backlash against superficial AI, leading to the reduction of lazy, gimmicky AI marketing and a push toward more meaningful applications. We’ll also see a focus on AI’s true benefits in analytics, media and enhancing search, rather than empty, concept-less ads.

Check out all the 2025 predictions here.

Michele Hart-Henry, Managing Director, Connelly Partners Health

In this time of predictions, prognostications and resolutions, we reviewed a few healthcare engagement trends we expect to see more of in 2025 and beyond. These trends are presented in no particular order. Nor are they ranked in importance. Instead, it’s a semi-random list of the things we find interesting in today’s healthcare marketplace. Critically, though, all the research and articles we read to compile this list were woefully short on insight into consumer response to any of these developments. Therefore, because healthcare, at its core, is inherently about humans, we’ve added our thoughts about consumer acceptance of these predictions based on their current or anticipated behaviors. 

Convenience-Driven Strategic Partnerships

In Brief: Partnerships between healthcare providers and technology companies merge clinical expertise with innovative solutions, streamlining patient care and improving accessibility.

Examples: Amazon’s One Medical partnership with Cleveland Clinic demonstrates how collaborations simplify healthcare delivery. Through Amazon’s ecosystem, patients benefit from integrated appointment scheduling, 24/7 telehealth services, and medication reminders. Similarly, ride-app company Lyft is partnering with health systems through Lyft Healthcare to improve access to care by providing free or low-cost rides to those who may have transportation issues that interfere with their ability to access needed care.

Consumer Response: According to research by McKinsey and others, convenience significantly influences consumers’ health choices. Factors like location, accessibility, appointment scheduling ease, waiting times, and access to care without disrupting their daily routines rank high in patient satisfaction scores. Patients appreciate the convenience and comprehensive care these partnerships provide. Integrating health services into platforms they use daily, like Amazon or Lyft, makes healthcare more accessible and user-friendly.

Future: More collaborations that create ease, convenience, and accessibility will likely occur, such as between wearable tech companies like Fitbit and hospitals, enabling real-time health monitoring and preventive care programs. Or Apple and its Smartwatch collaborations with research initiatives and institutions.

AI-Driven Information Delivery

In Brief: AI is transforming healthcare by delivering personalized, timely information to patients, improving engagement and satisfaction.

Examples: NHS Scotland is trialing an AI-powered physiotherapist named Kirsty to address back pain and reduce wait times. Patients receive same-day virtual appointments and personalized care plans via a mobile app. In the US, organizations like Buoy Health use AI-powered tools to help assess symptoms, while Mayo Clinic uses an AI chatbot to provide accurate, personalized information about conditions and treatments based on user queries. For example, if someone asks about managing diabetes, it might give meal-planning tips, glucose-monitoring advice, and links to clinical guidelines. Lirio, a Tennessee-based behavior change management company, uses AI-powered tools to deliver personalized “nudges” to promote positive health behaviors.

Consumer Response: While many patients value the efficiency and accessibility of AI tools, they remain cautious about their accuracy and the lack of human interaction. Kirsty’s initial reception highlights appreciation for prompt care, though long-term success depends on user experience and outcomes. Perceptions of AI chatbots vary based on age, education level, and familiarity with technology, affecting acceptance and trust levels.

Future: AI could evolve into real-time health coaching tools, for example, alerting diabetic patients about glucose level trends or providing preventive care insights based on wearable data. AI chatbots in healthcare offer promising benefits in personalization, accessibility and patient engagement; however, addressing concerns related to trust, empathy, and data security is crucial for broader acceptance and effective utilization.

Omnichannel Patient Connection

In Brief: As noted above, convenience and choice are the hallmarks of healthcare consumerism. Engaging patients through multiple platforms – of their choosing – ensures consistent communication and fosters stronger relationships throughout their healthcare journey.

Examples: Kaiser Permanente integrates mobile apps, email, telemedicine portals, and in-person visits to provide a seamless patient experience. Beyond EPIC or other EMR-based portals, empowering omnichannel tools such as Canada’s Telus Health’s Home Health Monitoring (HHM) enable patients to monitor their health metrics at home and share this information electronically with their healthcare providers. This facilitates proactive care management and potentially creates positive behavior management among health consumers. 

Consumer Response: Patients value the flexibility to choose their preferred communication channels. This approach increases satisfaction and loyalty by meeting patients where they are, both physically and digitally. Moreover, as these tools evolve to support health consumerism and positive behavior change, satisfaction with and loyalty to their providers will only increase. 

Future: In addition to currently available channels, healthcare providers will continue to incorporate Augmented Reality (AR) or Virtual Reality (VR) into their consultations and behavior change programs or deploy customized wearable notifications to create even more engaging and personalized experiences.

Consumerism in healthcare isn’t new; however, health organizations must continue to evolve in addressing the demand for care and communicating on consumers’ terms, meeting them where, how, and when they want to be met.

It’s no surprise that teenagers are aspiring to become influencers, given how many grew up watching TikTok stars go from social media to launch careers in acting, music or starting other businesses. Alyssa Stevens, Global Director of PR, Social Media, and Influencer Marketing, explains that as the first digital-native generation, these teens naturally have the content creation and tech skills needed for influencer marketing and social commerce. This allows them to easily monetize content based on things they already enjoy, such as makeup, hobbies, or gaming.

Read more.

Anthony Quagliata, Search Marketing Manager

In 2021, Google changed the search landscape by introducing an AI-driven campaign called Performance Max. It would aim to use AI to optimize and deliver ads based on a range of signals. These signals include locations, budgets, search themes, audience intent, and historical performance, allowing Performance Max to be a tool for advertisers that aims for a broader reach beyond traditional search. Performance Max differs from traditional search in its ability to optimize ad placement across multiple inventories rather than focusing solely on keywords and more manual optimizations that land on search engine result pages (SERP). Those inventories include Search, YouTube, Display, Discover, Gmail, and Maps.

Performance Max leverages signals and AI, making it an excellent choice for advertisers looking for an easy, all-in-one campaign solution. Given this campaign’s automation, it can allow for more efficient campaign management, allowing more time for strategic decision-making and other optimizations. Additionally, it can be a powerful tool due to its ability to span across different inventories away from the SERP. It allows advertisers to reach consumers at various parts of their journey, from visual results like video to the SERP.

While it is a powerful tool that can act as a great multitouch point conversion driver, it was not met without question during its initial launch. At first, many advertisers considered it a black box because of its limited control and insights. Since then, Performance Max has undergone several updates that have improved its capabilities, making it a better tool for digital marketers. Those updates have included enhanced asset optimization, reporting and audience signal updates, and performance insights.

Despite the changes Performance Max has undergone, it may still not be the best solution for all advertisers. It typically performs best when an advertiser sets the campaign up with a clear goal, such as driving conversions. It also may not be the best fit for an advertiser who does not have vast creatives and needs significant control over a campaign, such as using specifically selected keywords and ad copy instead of signals and various ad formats. Additionally, Performance Max may not always capture every query that a traditional search campaign targeting keywords with specific intent would. For example, an advertiser may use a traditional search campaign with carefully selected keywords based on intent and match type to ensure ads serve people with specific focuses. On the automated side, Performance Max would use AI to decipher consumer behavior based on different factors like signals and the pages used, so it may not pick up specific search queries. 

Advertisers with clear goals who wants to take advantage of automation and manual targeting should consider using Performance Max to complement traditional paid search, as Google suggests, not as a replacement. 

When used together, the two campaign types offer a full-funnel approach, allowing advertisers to reach consumers at every part of the consumer journey. While Performance Max can reach consumers at the right parts of the user journey, traditional search ensures captured demand when consumers get further down the funnel with specific searches. A traditional search campaign setup allows for a more hands-on combination of keywords, ad copy, and landing pages that can cover a particular consumer intent instead of signals and AI that Performance Max may not always pick up. Inversely, running a traditional search campaign without leveraging Performance Max could result in missing out on reaching relevant consumers and building awareness through inventory like YouTube or Display.

As Google adjusts its campaigns, solutions like Performance Max that leverage AI across Google’s different inventories will continue to be crucial for success. While these AI-leveraged campaigns can be significant and provide substantial automation and scale, it is essential to remember they effectively complement traditional search rather than replace it. Combining the two allows advertisers to maximize their reach across Google while filling gaps with strategically selected keywords that Performance Max may not cover—truly offering the best of both worlds in automation and manual campaigns to ensure a full-funnel approach to the consumer journey.

With TikTok’s potential U.S. ban looming as early as January, creators and agencies are split on its likelihood—but few seem panicked. Many creators already diversify their content across platforms like Instagram, YouTube, and Twitch, minimizing the impact of any single platform’s loss. Agencies, too, are preparing contingency plans while noting little concern from clients or partners.

Alyssa Stevens, Global Director of PR, Social Media and Influencer Marketing, shares her observations of how creators have been preparing for this potential change in the social landscape.

Read the full article here.

Nick Cronk, Co-Managing Director of CP West, recently sat down with Muse by Clios for a quick two-minute dive into his world. From his creative roots and inspirations to the work he’s been admiring lately, Nick covers it all. Think AC/DC, Liquid Death, carpentry, and more—here’s a glimpse into what keeps him moving forward.

Read more.

This semester, our interns immersed themselves in the world of advertising, tackling creative challenges, mastering new skills, and embracing collaboration. Their unique perspectives and growth have been inspiring, and we’re sharing the lessons they’ve learned and the moments that made their experience unforgettable.

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The focus on learning and professional growth at CP has been one of the most rewarding aspects of my experience here. My leaders consistently challenged me to explore new technologies and elevate my thinking. As a result, I’m leaving CP with a deeper understanding of how to uncover an audience’s motivations and interpret them effectively.

The most valuable lesson I’ve learned is the creativity that comes with being a strategist. It’s not just about gathering research—it’s about translating insights into relatable, human terms that illuminate what drives an audience. CP’s approach of thinking like a cultural anthropologist, rather than just a strategist, has completely reshaped how I approach consumer research and insight development.

Ella Schroeder, Strategy Intern
Boston University

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I believe that we grow through challenges, and learning to use Adobe Premiere was no exception. At first, editing with this tool felt difficult and frustrating, but I didn’t let that hold me back. Through hard work and persistence, I was able to overcome the obstacles it presented. Now, I’m both proud of my progress and confident in my ability to tackle similar challenges in the future.

This internship also gave me a deeper understanding of how complex launching an ad campaign truly is. With so many moving parts and people involved at different stages, I’ve gained a new appreciation for the process. While I initially focused on the creation of materials, I now have a greater respect for the importance of pre-production.

Abby Rhodes, Maker/Video Production Intern
Clark University ’24

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My time at CP taught me more than just technical skills—it nurtured a sense of curiosity that pushed me to dig deeper, question the numbers, and approach problems with a “how can I improve this?” mindset. I also honed my ability to communicate data insights clearly, making them accessible to anyone, no matter their familiarity with data.

One of the most rewarding experiences was a team sharing session where we learned from each other’s journeys. Hearing how my teammates tackled challenges and grew through their experiences was truly inspiring. These sessions weren’t just about exchanging knowledge—they were about building connections, growing together, and understanding how collaboration elevates us all.

Mia Park, Analytics Intern
Boston College

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The most valuable lesson I’ve learned at Connelly Partners is the importance of simply starting creative projects, even when the direction isn’t fully clear. Some of my projects came with vague or limited guidance, and I realized that taking those first steps, instead of getting “stuck” at the beginning, is essential. Now, I feel more confident starting projects with minimal direction, knowing I can refine and adjust as I go.

This internship also showed me just how collaborative this industry is. While I knew creative production required teamwork, I discovered that advertising-specific production involves even more moving parts than I had imagined. Working alongside my fellow interns gave me a firsthand look at how every department plays a unique and vital role in bringing advertising projects to life. This experience has illuminated aspects of the industry I hadn’t fully understood before.

Shayna Smith, Creative Production Intern
Boston University

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Although I studied advertising in school, there’s so much they don’t teach you about how an agency operates or the many roles and people that make it all come together. During my internship, I’ve gained a deeper understanding of how agencies run and how they collaborate with clients. I’ve also had the chance to discover more about my own design style while exploring different approaches. Designing for a wide range of clients has challenged me to adapt my style to fit their unique needs, which has been both exciting and rewarding.

One of the things I love most about what I do is concepting and brainstorming ideas. There’s something so energizing about sitting down and coming up with countless ways to tackle a brief or meet a client’s goals. I also enjoy expanding on those ideas and figuring out how to bring them to life. On top of that, working with others has been incredibly rewarding. I love connecting with people, and I truly believe that collaborating can take ideas to a whole new level.

Juliana LaPorta, Art & Design Intern
The University of Alabama

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During my internship at CP, I thoroughly enjoyed getting hands-on experience with influencer partnerships, managing social media accounts, and content creation. Collaborating with my team, seeking their advice, and learning from their expertise made the experience even more rewarding. It allowed me to dive deeper into the strategic and dynamic elements of the industry.

The most valuable lesson I learned was the power of strategic thinking—how thoughtful, well-planned decisions can drive both creativity and results in campaigns. I also came to appreciate the importance of networking within the agency, building relationships, and asking questions. These connections and insights have been instrumental in helping me grow both personally and professionally.

Chloe Jackson, PR, Social Media, and Influencer Intern
College of Charleston

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During my internship, I developed valuable relationship-building skills, including the importance of being transparent, staying optimistic, and offering support to clients without assigning blame for challenges. These lessons have strengthened my ability to foster trust and collaboration in a professional setting.

My time at the agency also highlighted just how team-oriented the advertising industry can—and should—be. It was inspiring to see people from different offices, departments, and even countries come together to create meaningful results for clients. One of my career goals is to work within a team of like-minded individuals who view teamwork, empathy, and enthusiasm not as optional, but as essential elements of impactful advertising.

Ryan Long, Digital Intern
Loyola University Maryland 

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These past three months have been an incredible immersion into the advertising industry. Working across a variety of clients has helped me refine my copywriting skills and taught me how to adapt my writing style to fit campaigns ranging from shrimp to kitchen tiles.

At Connelly Partners, I’ve had the opportunity to not only contribute to diverse campaigns but also collaborate with a team of talented creatives. Seeing how seasoned professionals bring campaigns to life has been a rewarding and eye-opening experience. Beyond the work itself, the agency’s positive and open culture has made a significant impact on my time here. From the people to the company-wide events, the supportive environment has been a highlight of my internship.

Overall, this experience has strengthened my passion for copywriting and made me even more excited about the possibilities of a future in the field.

Clem Mark, Copywriting Intern/Creative
Boston University ’24