A PGA Tour pharma sponsorship connects its brand to an older, affluent audience with strong healthcare ties.
Spending will surpass linear TV, but linear retains an important role for broad audience reach and tentpole events.
Women’s sports has moved into mainstream culture faster than many brands have adjusted their marketing strategies. When Emily Tisch Sussman’s family became majority owners of Gotham FC, a professional women’s soccer team for the New York and New Jersey region, in November 2023, women’s sports had yet to reach the cultural prominence it commands today. Brands treated the category less as a major marketing opportunity and more as a cause to support. “When brands were talking about women's sports, when opportunities were coming, they were thinking about women's sports really as a bit of a charity, like something almost like a Title IX,” Sussman said during a keynote conversation at the EMARKETER Future of Digital summit this week. “So the real investment wasn't really coming.” That calculation is changing.
Election spending makes ads more expensive: Steadily rising political spend will require bi-yearly strategy shifts.
Marketers need flexible creative and workflows as requirements diverge.
Brands can reach shoppers before preferences are fixed but should track conversion as access widens.
The format fits AI search naturally, but its similarity to organic answers could undermine brand trust.
Better targeting and measurement can support budgets if marketers prioritize business outcomes over impressions.
Brands can find creators and activate ads in one hub, with efficiency gains depending on careful oversight.
New no-code rewarded video placements could give marketers more ways to reach players without disrupting gameplay.
Agentic commerce has moved from buzzword to balance sheet, and the numbers prove it. AI-driven commerce is projected to grow from under $50 billion this year to nearly $300 billion by 2030, rising from roughly 3% to 15% of total US e-commerce sales.
On today’s podcast episode, we discuss what back-to-school tells us about the holiday shopper, ways AI could show up during holiday shopping, and one holiday change retailers still have time to make to their digital marketing, promotional, or customer-experience strategy. Tune in for a discussion featuring Vice President of Content and host Suzy Davidkhanian, Principal Analyst Sky Canaves, and Senior Analyst Arielle Feger.
Walmart's Medicare Advantage tie-up with health insurer Scan tests whether trusted retailers can influence health choices without directly providing care.
Savers value high-yield accounts, giving banks a timely way to attract funds as borrowing gets costlier.
Expanding its fulfillment network could encourage more grocery spending while narrowing Walmart's convenience advantage.
But growing challenges could lead to slower growth during the holidays.
Brands are relying more heavily on American shoppers as weaker spending in China and other regions reshapes the market.
High-intent AI referrals make structured data, conversational search, and easier checkout worth investing in now.
Venmo's interactive storytelling may outlast passive views, but costly production makes conversion critical.
Mondelēz is adding new packs, labels, and marketing to protect the brand from private-label gains.