In 2026, brands’ revenue gains will come less from AI tools and more from integrating high-quality data that informs decisions.

Connected TV is becoming a true bridge between branding and performance, pairing big-screen storytelling with the targeting and measurement rigor of digital. With the right setup, user acquisition teams can bring mobile-style discipline—installs, engagement, and value—to the living room screen.

On today’s podcast episode, we discuss why 7-Eleven is opening more stores even as foot traffic falls, explore its next engine of growth, and consider some bold moves that could help future-proof the convenience store giant. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Senior Analyst Blake Droesch, and Principal Analyst Sarah Marzano.

On today’s podcast episode, we discuss the big 3 questions surrounding Netflix in Q3 and beyond: expectations for its ad business, the impact of Netflix House, a new deal with Spotify, or something else? Join Senior Director of Podcasts and host, Marcus Johnson, Senior Analyst, Ross Benes, and Senior Editor of Briefings, Daniel Konstantinovic. Listen everywhere and watch on YouTube and Spotify.

On today’s podcast episode, we discuss how WNBA viewership did the year after the ‘Caitlin Clark Effect’ hit the league, what social media will do to full-game viewership growth, and what advertisers should be paying attention to most amidst this surge in women’s sports. Join Senior Director of Podcasts and host, Marcus Johnson, and Analysts Marisa Jones and Paola Flores-Marquez. Listen everywhere and watch on YouTube and Spotify.

On today’s podcast episode, we discuss how linear TV ad dollars are still managing to outweigh CTV ad dollars, what’s primarily responsible for driving growth in out-of-home ad spending this year, and if some new high-profile print media initiatives can stem the print ad spend bleeding. Join Senior Director of Podcasts and host, Marcus Johnson, Senior Analyst, Ross Benes, and Senior Forecasting Analyst, Zach Goldner. Listen everywhere and watch on YouTube and Spotify.

The Royal Bank of Canada (RBC) plans to grow its US banking operations by acquiring highly sought-after wealth-management firms, per Private Banker International. According to CEO Dave McKay, the bank wants advisers who can attract new clients as well as firms that bring in sweep deposits, which will strengthen RBC’s funding base. With this strategy, RBC intends to build, scale, and deepen client relationships quickly, leveraging existing capital strength. But because the US wealth market is very competitive, RBC must prioritize building its US brand recognition to bolster its chance of post-acquisition success.

National Credit Union Administration's (NCUA’s) Q2 2025 report shows that US credit unions have successfully implemented growth and customer acquisition strategies over the last four quarters. As we covered in our “Community Bank and Credit Union Trend 2025” report, the industry has had no shortage of challenges, including difficulty acquiring and resonating with younger customers. But a 2.8 million member increase, potentially across various age groups,means their digital innovation strategies are working. To continue this trend, credit unions must maintain their level of digital investment while continuing to prioritize the human touch they’re known for. This is particularly important if they’re growing quickly through mergers and acquisitions.

PNC Financial is on track to buy FirstBank for $4.1 billion. The deal would give PNC a significant presence in Colorado and Arizona, per AP News. Mergers and acquisitions (M&As) are reshaping US banking, with this deal following larger ones that reset what financial institutions expect federal regulators to approve. But all of these M&As show that large banks are scaling up to better compete with giants like JPMorgan and Bank of America. This consolidation among super-regional banks clearly signals that the regulatory environment is favorable for such moves. And we expect more of these types of deals in the near future.

The news: Payments company Wise is exploring plans to become a full-fledged bank in the UK, per The Times. This shortly follows its application for a US banking license. Why this matters: Fintechs are increasingly applying for US licenses, taking advantage of expedited measures that once took years. The UK is seeing a similar trend: Wise joins fintechs including Starling, Monzo, and Revolut in applying for licenses (some successfully). Fintechs entering the traditional banking space could pressure incumbents and reshape the competitive landscape. Banking licenses would allow them to offer a more complete suite of services while maintaining their digital-first, customer-centric approach. Established players will need to adapt or risk losing a significant portion of the next generation of banking customers.

The findings: Financial institutions (FIs) that have enabled buy now, pay later (BNPL) for debit cards see increased card usage frequency, higher spending, and larger purchases, per recent equipfi analysis cited by The Financial Brand. Why this matters for FIs: The BNPL explosion is over, as user growth decelerates and the industry reaches maturation. But FIs can still find value in BNPL. By integrating BNPL directly into existing debit card programs, banks stand to increase card usage, strengthen customer loyalty, and boost revenues. This strategy also turns debit cards, a very traditional banking product, into something that can better meet consumer needs. Today’s banking customers crave flexibility—and it’s especially important to Gen Zers.

The news: Though it already offers software-as-a-service in the US, UK digital bank Starling has its sights set on a US expansion, per PYMNTS. Our take: Starling’s multi-pronged growth strategy is in line with its biggest digital competitors. We’ve recently covered multiple neobanks and fintechs pursuing or considering IPOs in the US, along with fintechs acquiring banks for licenses. But this isn't just about neobanks competing with other neobanks; it represents a direct strategic pivot by digital-native players to leverage their technology to rapidly modernize and capture customers from the traditional banking market. Such moves will inevitably intensify competitive pressure on US mid-tier and community banks, forcing them to seek fintech partnerships to avoid becoming acquisition targets themselves.

On today's podcast episode, we discuss the state of some of our 2025 predictions, including GenAI’s influence on business growth, the influence of China’s e-commerce disruptors, the squeeze on retail media networks, and more. Then, we offer a few more slightly spicier predictions for the remainder of the year ahead. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Vice President Suzy Davidkhanian and Senior Analyst Carina Perkins.

The news: Zelle significantly increased its network in late 2024 and early 2025, adding 178 financial institutions (FIs) in six months compared to just 69 the prior year, per American Banker. Our take: Zelle’s expansion goals are clear, but the fintech could hit a ceiling with smaller FIs if it doesn’t mitigate the concerns raised by Family First Credit Union. Ultimately, Zelle's long-term success hinges on balancing its drive for network ubiquity with robust protections and equitable partnerships for all participating FIs.

The news: The stability of bank deposits (i.e., how likely they are to stay put) significantly changes over time, based largely on interest rates. Our take: This will force banks to adopt a more dynamic and strategic approach to marketing. It shifts deposit acquisition and retention from a passive activity to an energetic, competitive arena where compelling rates are a primary attraction, and trust, service, and holistic value are essential reinforcements. Banks should aggressively market competitive rates on high-yield savings accounts, money market accounts, and CDs. This is about clearly communicating the tangible benefit to the customer (e.g., "Earn more on your savings," "Watch your money grow faster").

The news: Klarna is pivoting toward digital banking in the US, preparing for its IPO amid growing scrutiny of the buy now, pay later (BNPL) market. This includes launching US debit cards and expanded savings offerings, with Klarna rebranding itself as a neobank aiming for a "super app" experience. Our take: This signals a broader trend of fintechs evolving into banks, intensifying pressure on traditional financial institutions (FIs) to differentiate. FIs must clarify their niche, pursue strategic scale, and accelerate digital transformation. Despite Klarna's expansion, FIs retain a key advantage: their card-based installment plans still outperform BNPL in customer satisfaction.

US advertisers will spend $25.9 billion on AI search ads in 2029—13.6% of all search ad spending, up from just 0.7% in 2025, according to EMARKETER's May forecast.

The news: A proposed merger between Bank of New York Mellon and Northern Trust could create a "monster deal," significantly consolidating the custodial banking space. This large-scale move would pressure smaller competitors, potentially creating a powerhouse in institutional investing and setting new digital efficiency standards. The recent Capital One-Discover acquisition suggests a regulatory environment emboldening such rapid growth. Our take: While large mergers are gaining traction, they're not guaranteed solutions for competitiveness. Banks considering similar strategies must plan meticulously and engage stakeholders. Without careful execution, such integrations can lead to dissatisfied customers and attrition, despite the perceived benefits of scale and market dominance in a hyper-competitive environment.

Thrivent Financial for Lutherans recently converted its credit union to a digital-only bank after over a decade, aiming for greater growth and strategic flexibility beyond the limitations of its nonprofit credit union structure, as reported by American Banker. The rationale is to offer a wider range of products and reach younger consumers more effectively. This move addresses an existential threat to credit unions, whose customer base is aging. To succeed, Thrivent must implement a targeted marketing strategy to reach digital-first consumers on social media and ensure its new products meet the specific needs of younger demographics, focusing on relevant credit offerings.

“There are lots of shiny new pennies in marketing, so it's very easy to get distracted,” said Nicklaus Hasselberg, VP of growth marketing and ecommerce at Every Man Jack, at The Lead Summit in New York City last week. “It’s about ‘What do we reasonably believe will have the biggest impact on our business?' And let’s do it as well as we can."