Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences. Marketers must recognize that interactivity will become a strategic advantage in CTV advertising as streaming platforms are inundated with standard formats that risk ad fatigue and viewers begin to “expect all ads to be interactive in some way.”
Households may not be tapped out on subscriptions yet, but subscription fatigue is emerging as viewers seek more affordable ways to stream and rethink how much they’re willing to pay. Nine in 10 US households pay for at least one streaming service, per Parks Associates. Nearly half (45%) watched free ad-supported streaming TV (FAST) in Q1 2025, up from 42% in Q1 2024. Although viewers may be accepting of ads, overload or irrelevant messaging could turn them away. Advertisers should: diversify placements, invest in creative testing and ad frequency controls, and focus data-driven buying.
United Airlines is forecasting record-breaking Q4 profits as CEO Scott Kirby credits international travel and high-spending passengers for driving growth, with premium cabin and loyalty program revenues up 6% and 9% year over year. The optimism echoes Delta’s positive outlook, but the broader travel market shows strain: only 21% of US adults plan to travel this holiday season, according to Bankrate, down from 27% last year. As costs rise and options shrink, especially for younger travelers, the industry faces a widening divide—prospering at the top while losing price-sensitive consumers it can’t afford to ignore.
Gen X and millennial women are a key force in the personal care and beauty market. They’re outpacing overall market averages across several core product categories, underscoring their importance for brand growth and retailer strategy.
The FDA sent another batch of warning letters to direct-to-consumer pharma advertisers, adding healthcare professional marketing to its list of complaints. Marketers should prepare for more intense medical and legal review checks, but also expand beyond brand messaging rather than pullback on the key HCP prescriber audience.
OpenAI created an Expert Council on Well-Being and AI—a panel of eight behavioral and mental health specialists tasked to guide how AI tools like ChatGPT and Sora interact with users, per Ars Technica. CEO Sam Altman also announced on X that, “now that we have been able to mitigate the serious mental health issues and have new tools, we are going to be able to safely relax the restrictions in most cases.” OpenAI’s loosening guardrails shift responsibility to brands and users who must now share in the responsibility to define and enforce their own ethical boundaries.
DirecTV and Glance will bring AI-powered ads to idle TV screens in 2026, per Digital Trends. Instead of a screensaver, DirecTV’s streaming devices will display personalized AI content, opening doors for shoppable ads, travel ideas, news, and more. Personalization is key for those spots to succeed. Advertisers should focus on demographics and viewing context for placements. If the ads don’t feel relevant or include images that delve into uncanny valley, consumers could turn off the TV and leave the brand altogether.
As Primark celebrates its 10-year anniversary in the US, the European retail giant navigates the challenges of building brand awareness in a competitive American market while staying true to its core value proposition that made it a cultural institution in the UK and Ireland.
Google is embedding its Gemini AI deeper into Gmail with Help Me Schedule—an assistant that proactively identifies when users are trying to set a meeting and auto-suggests times directly within the message. The recipient just picks a slot, and it’s booked for both. GenAI is now part of the fabric of work—booking meetings, writing copy, summarizing calls. Tools like Gemini and Copilot go beyond boosting output to freeing agencies and creatives from menial tasks, giving them back time to focus on ideas that actually move the brand forward.
Google and WPP struck a $400 million, five-year deal to expand AI tools and services across the UK ad agency’s services. The extension of their partnership, first announced in April 2024, marks a structural acceleration of how AI is becoming embedded in marketing operations. Deals like Google and WPP’s redefine what “AI maturity” looks like in marketing and how alliances are reshaping competitive dynamics. For CMOs, announcements like this emphasize the need for strong oversight of agency partnerships and a clear framework for measuring AI-driven efficiency and creative quality.
Content maintenance is no longer optional if brands want to stay visible in generative engines and chatbot answers. Over 70% of pages cited by ChatGPT were updated within the past 12 months, per AirOps’ The Silent Pipeline Killer report, making content renewal and refreshing a must for relevance in AI outputs. Brands that treat content as an ongoing performance lever, not just a one-time project, will earn sustained visibility and trust in generative AI (genAI) results. For CMOs, that means rethinking content strategy as a living ecosystem, where freshness is the new SEO.
Holding company Publicis Groupe reported a strong Q3 2025, growing organic net revenues 5.7% YoY, above analyst growth expectations of 5.19%. The company now expects 2025 revenues to grow between 5% to 5.5%, up from its previous forecast of 4% to 5%. Publicis’ heavy AI push and performance-driven strategy means it is well-positioned to continue growing while rival agencies struggle to remain competitive amid economic turbulence.
Ad tech leader PubMatic and self-service connected TV (CTV) ad platform MNTN have teamed up to give smaller advertisers access to prime CTV property, per Adweek. Smaller advertisers can take advantage of the PubMatic-MNTN deal to initiate or accelerate investment in a high barrier to entry format with proven results as CTV evolves into a more inclusive marketplace.
After months of public and regulatory pressure, Instagram announced a sweeping overhaul of how teens experience the platform by applying the same “PG-13” principles used by the film industry. Its goal is to limit exposure to adult or explicit content and curb the backlash over teen well-being. Instagram’s PG-13 turn marks a new phase in platform governance where safety, not scale, defines success, and where brands must earn trust in a shrinking, more sheltered teen arena. Brands now need to create more nuanced campaigns to reach younger users without running afoul of guardrails or further alienating minors.
As the murky economic climate leads consumers to adjust their spending priorities, they're looking for luxury brands that can sell them more than a status symbol. Some 88% of high-income consumers now define status by knowledge rather than material possessions, according to a new report by Team One’s Global Affluent Collective.
Out-of-home (OOH) advertising is evolving into a dynamic, data-rich medium that blends physical and digital engagement. Speaking at Advertising Week New York, OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz described how AI, measurement, and social media are redefining OOH’s role in omnichannel marketing. Digital formats now make up over 36% of total OOH revenues, while programmatic buying and AI-driven creative optimization are transforming static screens into responsive canvases. Partnerships like TikTok’s “Out of Phone” show how viral content can extend into public spaces. The next phase of OOH will be defined not by size, but by intelligence and interactivity.
While marketers fixate on generative AI’s impact on search, the real risk is invisibility. AI crawler traffic jumped 96% YoY, with GPTBot’s share soaring from 5% to 30%, per Cloudflare, yet traditional search traffic flatlined. Thousands of AI crawls now yield only a handful of source links, making it urgent for marketers to optimize for AI bots, not just Google. Brands that address crawl inefficiencies now will gain search visibility, AI discoverability, and revenue edge over competitors that haven’t adjusted. Anticipating shifting search dynamics can help brands stay discoverable no matter how the algorithms evolve.
47% of US banking decision-makers say their institutions have already rolled out generative AI, up from 10% in 2023, said data from EY-Parthenon.
At Tech Futures 2025 in New York last week, IBM general manager of corporate strategy Roger Premo and VP of AI and automation Nick Fuller outlined how enterprises and brands can scale AI responsibly—and profitably. Acting as “client zero,” IBM has improved its run rate by $3.5 billion—about 8% of its revenues—through internal AI adoption. Brands that treat AI as a business transformation, not a tech trial, will move faster from proof of concept to profit. Align leadership vision with a disciplined data strategy, invest in unified platforms, and embed governance from the start.