Marketers have spent years finding ways to make consumers stop scrolling, watch longer, or notice a message. But those measures offer little indication of whether someone is actually interested in what the advertiser has to say. Advertisers need to look beyond attention and consider receptivity, or whether consumers are open to receiving a message in the first place, according to executives from PulsePoint, Bristol Myers Squibb (BMS), Gilead, and PHM at an Advertising Week New York panel.
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Become a ClientIn today’s podcast episode, we explore the three biggest questions surrounding Netflix: Will a new content chief turn around its programming fortunes? Which type of content is most likely to help the company gain and retain subscribers? And how significant is its downward revision of 2026 ad revenue expectations? Plus, more. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, and Daniel Konstantinovic, Senior Editor of our Marketing and Advertising Briefing, for the discussion. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Some 83.2% of US marketers use Claude for content creation, ahead of ChatGPT (75.7%) and Gemini (57.9%), according to a September report from Ahrefs.
Connected TV (CTV) is no longer just a brand awareness play. Advertisers increasingly expect it to deliver measurable sales, customer acquisition, and other business outcomes, especially during the critical holiday shopping season. "TV can be about brand awareness, but it's increasingly about driving a sale or some sort of other outcome," said our analyst Ross Benes, during a recent EMARKETER event.
Agentic commerce readiness has a clear pecking order, and it follows the transaction. The closer a company sits to checkout, the further along it is.
Delivery, faster checkout, and personalization can make memberships more useful and encourage repeat spending.
Vibe’s 3,300 shopper segments give advertisers a more direct route from TV exposure to lower-funnel outcomes.
Its first Super Brand Day combines major IP, creators, and brand partners as social plays a larger role in gift discovery.
Price-conscious shoppers are using chatbots to compare products, making AI visibility critical for merchants.
Surveys show what shoppers plan to do, while spending data reveals whether those plans change actual behavior.