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.
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Become a ClientCampaigns should plan alternatives like converged TV and the open web to maintain voter reach.
More scale could aid reach, but audience overlap and a modest CTV ad share limit the upside.
On today’s podcast episode, we discuss how not to over-engineer your marketing with too much data, what retail media brings to social and creator marketing (and vice versa), and where retail media data can genuinely make marketing better—and where we may be asking too much of it. Tune in for a conversation featuring Vice President of Content and host Suzy Davidkhanian, Principal Analyst Sarah Marzano, and Vice President of Commerce & Retail Media at the IAB, Collin Colburn.
Some 41% of US ad buyers expect to increase spending on in-person and experiential marketing this year, according to IAB data cited by EMARKETER. As those budgets grow, however, so does the pressure for experiences to accomplish more than drawing a crowd.
Higher monthly expenses are making even affluent consumers scrutinize big-ticket purchases.
Companies put more support behind ad tactics and product platforms that show sales and share-gain promise.
This is unsurprising as healthcare costs remain a top concern—but national coverage doesn’t guarantee low costs and easy access.
Frequent errors and lagging trust send consumers elsewhere to verify details, weakening last-touch attribution for marketers.
Agentic buying can help planners navigate streaming inventory, while human oversight protects major media commitments.