Creator-led movies like "Obsession" helped the summer box office break all-time records, and brands are racing to capitalize on their creator partnerships and refine creator media for a wider audience. Experts warn that brands still have lessons to learn. "Stop being afraid of the risk-taking aspect," filmmaker and creator Gray Fagan said at Advertising Week New York, recounting how HBO Max handed control of its social media brands to college interns, including himself, and saw massive success. "They gave us control. They took that risk, and a bunch of brands followed after because we were one of the first on there."
The world's top companies rely on EMARKETER for today's industry news and data validation to make big picture strategy decisions.
Become a ClientGains across several sectors show why marketers should blend linear's scale with CTV's targeting and interactivity.
An 11.9% increase reflects AI investment and event spending, but economic risks call for budget flexibility.
Fall sales events drove consumers to spend even if holiday gifting wasn’t their goal.
Uniqlo’s mix of function, quality, and style is helping it gain ground without chasing fast-fashion trends.
Creator promotions and AI beauty advice can drive conversions without disrupting organic discovery.
Healthcare AI delivers ROI in half the expected time. As automation expands, healthcare employers will likely cut more back-office jobs.
The case tests federal agency authority to impose drug pricing rules without congressional approval.
Everlywell sells FDA-cleared AI breast cancer risk scores. The tool offers new five-year risk insights, but providers must explain their limitations.
Marketing leaders at Advertising Week New York 2026 took on a shift in advertising at a panel titled "The Other Side of the Screen: Brand-Building through Premium Content." Audiences are moving from linear TV to ad-supported streaming, and the move leaves brands with a central challenge: turning temporary campaign impressions into a lasting cultural presence. Moderated by Chris Fuller Director, financial and consumer services at Amazon Ads, the session featured strategic insights from Jodie Hayes, vice president of integrated investments at Havas Media, and Lauren Anderson, director of the US brand innovation lab at Amazon Ads.