Our exclusive survey data examines the path to purchase across six markets in Latin America as digital marketplaces, social commerce, and AI reshape shopping behavior.

Tragic news moves consumers’ health choices, signaling to healthcare marketers that they need to pay attention to key cultural moments, not just paid celebrity endorsements.

Big linear TV won’t wow all viewers, but the massive reach can still drive research, provider talks, and care.

51% of Super Bowl ads featured multiple celebrities in 2025, triple the rate from 2016, according to a January report from iSpot.tv.

Non-controversial stars, authentic fits, and humor, not fame alone, boost Super Bowl ad results.

Podcast hosts are the most influential creators among weekly listeners, with 56% saying hosts have the greatest impact, per a Cumulus Media and Signal Hill Insights report. Recognizing the unique ability of podcast hosts to drive outcomes compared with other influencer types is critical—but as the podcast space becomes more saturated, brands need to seek hosts with specific attributes.

The findings: Banks’ NFL ads did better than other ads on all TV platforms, according to EDO’s NFL TV Outcomes Report. Bank ads that aired during the NFL’s 2024–2025 season programming were 27% more effective than the category average across all broadcast and cable TV platforms, increasing to 47% during the postseason, according to this study. This effectiveness is measured by the ads' ability to drive brand searches and website visits. Our take: Running an ad during an NFL game and featuring a well-known actor or athlete doesn’t come cheap. But if done correctly—leveraging the football platform to tell a compelling, human story—the ROI can make it worthwhile. Financial institutions that haven’t used celebrities or NFL players in their campaigns should consider engaging a third-party agency to make the most of a potential campaign.

Super Bowl ads pack stars and influencers: It’s a strategic blend aiming to charm Gen Z and boost brands beyond TV.

By sticking to its values, Trader Joe’s has maintained the feeling of a neighborhood store while scaling across the country, while H-E-B’s commitment to caring for its community has won it the heart of Texas. Erewhon has taken a different approach, leveraging its famous clientele and access to lifestyle brands to become a pop culture icon.

Some 65% of TikTokers prefer content from brands that feature original sounds, according to 2021 MRC Data. TikTok sounds allow users to attach posts to songs and other audio which can then drive an association between the song and the brand. TikTok already has a Commercial Music Library of royalty-free tracks, but brands can push social campaigns a step further by creating their own viral songs.

Retail ventures into the metaverse: Sentiment at annual industry show suggests the metaverse may already be too big to fail.

Influencer marketing remains both fascinating and frustrating for marketers. In this report, 16 creators share how they work with brands and how they view their role in the path to purchase.

Measuring attribution and return on investment remains a key challenge when marketing with influencers—which means that it can be hard to quantify the merits of utilizing them. But neuroscience research from the UK, showing cognitive responses to traditional marketing vs. influencer posts, may provide some answers.

Not only do consumers want businesses to be open and honest in their social posts, they actually hold businesses to a higher standard than they hold for themselves.