Marketers have spent years finding ways to make consumers stop scrolling, watch longer, or notice a message. But those measures offer little indication of whether someone is actually interested in what the advertiser has to say. Advertisers need to look beyond attention and consider receptivity, or whether consumers are open to receiving a message in the first place, according to executives from PulsePoint, Bristol Myers Squibb (BMS), Gilead, and PHM at an Advertising Week New York panel.

Healthcare and pharma ad budgets are shifting to streaming and social, but TV and search still play a key role. AI-driven search habits and tighter drug ad scrutiny are forcing marketers to rethink where they spend and how they reach consumers.

Live TV remains a powerful media habit across Central and Eastern Europe even as streaming and mobile entertainment expand. The result is a media landscape where established formats and newer digital behaviors thrive side by side.

Western Europe pairs widespread digital access with unusually durable traditional media habits. Streaming is mainstream, but TV and radio remain strong as mature device markets and selective digital behaviors set the region apart.

Free ad-supported streaming TV (FAST) services are attracting more viewers, but advertising growth isn't keeping pace. Low ad prices appeal to brands, but heavy ad loads and inconsistent reporting raise questions about performance.

Marketing leaders at Advertising Week New York 2026 took on a shift in advertising at a panel titled "The Other Side of the Screen: Brand-Building through Premium Content." Audiences are moving from linear TV to ad-supported streaming, and the move leaves brands with a central challenge: turning temporary campaign impressions into a lasting cultural presence. Moderated by Chris Fuller Director, financial and consumer services at Amazon Ads, the session featured strategic insights from Jodie Hayes, vice president of integrated investments at Havas Media, and Lauren Anderson, director of the US brand innovation lab at Amazon Ads.

Stable distribution opens the door to longer-term sponsorships, though streaming alone may not revive viewership.

The World Cup and presidential elections have lifted ad spending growth across all major media in 2026, but digital’s momentum will extend beyond the event-driven boost.

Canada’s ad market is regaining momentum as digital dominates spending. Mobile, connected TV (CTV), and retail media are reshaping budgets even as trade tensions threaten the total macroeconomic outlook.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Stronger attention and effectiveness support comparing OLV and linear on quality, not channel type.

Where Americans spend their time and where advertisers spend their money have come apart, and social media is the widest gap. Social platforms, particularly Meta, capture a disproportionate share of the nearly $500 billion US advertising market. "Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," said our analyst Ethan Cramer-Flood on a recent episode of "Behind the Numbers."

Programmatic and addressable ad buying are both growing their share of the linear TV market. But the long-term picture for each is hampered by the overall decline of traditional TV.

WBD’s Q2 exposes weak spots: Streaming gains couldn’t offset TV declines, making the Paramount deal more consequential than ever.

YouTube is becoming TV. As its viewing shifts to TV screens and ad budgets blur across channels, marketers need to rethink where TV ends and digital video begins.

Creator videos capture 26% of viewing time: Creator content is now a core media buy, but brands will need stronger creator fits as competition rises.