Organic engagement rates on brand YouTube channels fell between 26% and 38% YoY in all seven video categories tracked, according to a June report from Pixability.
In today’s podcast episode, we discuss how insufficient measurement is preventing advertisers from investing more in digital, the role mobile-grade measurement plays in shaping digital transformation strategies across channels, why AI isn’t fixing your measurement problems, and how organizations are responding to the growing pressure to prove ROI. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Chris Wood and AppsFlyer Chief Marketing Officer Ran Avrahamy. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
As the economy continues to put a strain on many household budgets, a number of consumers are planning to use annual holiday sales to stock up on everyday essentials, as well as buying gifts.
Marketers, creators, and brands descended on midtown Manhattan this week for Advertising Week New York (AWNY), and the conversations kept circling back to three themes: fandom, trust, and street activations. Brands came to make news: TikTok announced new tools to expand the reach of TikTok Shop, Meta launched an upgrade for its Ads Manager business assistant, and Olyzon rolled out an agentic orchestration platform. But beyond the reveals, trends emerged from session topics, panel discussions, word-of-mouth, and private conversations. They revealed the growing importance of fandom's audiences, looking for trust, and IRL activations.
The ban’s extension to third parties forces brands to rethink cross-platform user acquisition strategies.
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."
Gains 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.
Streaming video ads could be more effective at reaching gamers than in-game placements.
As traditional audience signals become less reliable, marketers are looking for more consistent ways to understand consumer behavior. Carrier data can provide another view into audience interests and intent without relying on cookies or mobile ad IDs.
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.
Clothing, coffee, and beauty remain priorities despite tighter budgets, especially among Gen Zers seeking frequent treats.
Merchants can pair AI visibility with installments and card-linked offers to capture limited spending.
A tie-up could spread some costs, but the deal’s size and operational mismatch make it difficult.
Brands need to align marketing with consumer tastes and adjust quickly when messaging misses the mark.
Its elementary school curriculum offers a long-term brand-awareness play.
Protect 360 offers a new revenue stream, while threat resolution could help the bank earn customer trust.
Healthcare AI delivers ROI in half the expected time. As automation expands, healthcare employers will likely cut more back-office jobs.