Talk about a media revolution. Nielsen reports that TV viewers are continuing to ditch their old broadcast and cable habits, replacing them with connected TV and OLV options. Streaming and online video now make up more than 1 in 3 minutes of “television” viewing behavior in the United States.

The New Year is upon us and, guess what, gyms and fitness center are packed with people fulfilling their 2023 resolutions. You know it’s coming…this annual uptick in sales for gym memberships, weight-loss products, and fitness apparel.

If fitness seasonality is so obvious, what else can we learn about business from past consumer demand?

Yes, it’s early to call it, but we expect TikTok to surge again in 2023.

In an upcoming year where much of the ad industry continues to struggle — digital ad spending is forecast to inch up only 5% — TikTok is on fire in its growth. The social net was the most downloaded app in Q3 2022, with user growth of 571 million, and now reaches more than 20% of all global Internet users. TikTok has surpassed Twitter, Reddit, Pinterest and Snapchat in monthly active users, has replaced TV as the primary video channel among Gen Z, and is encroaching upon Google search as a starting point to find what you think you want.

We’re incredibly proud to be recognized on Adweek’s 2022 “Fastest Growing Agencies” list, the #5 fastest growing media agency in the country.  This recognition highlights three years of rapid growth at Mediassociates driven by the success of our proprietary Precision Branding methodology and our incredible people.

“Our unique, measurement first approach is really resonating with clients as we help bring more clarity to full-funnel performance,” said Jeff Larson, President. “I’m so proud of what this team has accomplished together.”

It’s time to rebrand “branding.”

Let’s admit it, the term has become so overused, warped and misapplied by marketing theorists that financial executives no longer credit it with much. Even top brand consultancies cannot agree on its value. So let’s call branding what it really is: Future Response.

Read how our Head of Strategy, Ben Kunz, lays out a gameplan to give clarify to the role of branding and re-earn it the respect it deserves.