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.
Personalized cash back can lure Android users while monetizing merchant discovery.
Targeted marketing can attract investors, provided banks clearly explain their safeguards.
Human judgment and transparency are critical to earning trust and loyalty.
The deal gives the insurer access to younger consumers; UX will be critical to conversions.
Its need for replacement revenues could get costlier as more drugmakers seek acquisitions.
Opening account access to third-party agents could set it apart, but consumer trust remains a hurdle.
Users value AI's convenience and detailed responses, yet harmful guidance and lawsuits could derail broader consumer health AI rollouts.
Newly required disclosures of opaque PBM fees could prompt more employers to explore smaller PBMs and direct-to-employer drug deals.
Just 14% fully trust institutions, leaving room for women-focused services to address unmet needs.
New tools aim to simplify ordering and support baristas without removing the human interactions customers value.
September’s 1.3% gain reveals a slower baseline, making 2026 a risky benchmark for future budgets.
72% of Gen Z consumers in North America have taken action against a brand because of its AI-made marketing, according to a July survey from Rival Technologies.
In today’s podcast episode, we discuss why short-form video is gaining attention faster than other major formats, why people in different countries are using AI, and some of the most surprising insights into how people around the world spend their time online. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Paul Briggs, GWI Chief Insight Officer Jason Mander, and Starcom EVP and Head of Growth Planning Eddie Parker.