Marketing & advertising briefing Trends & Statistics
Creator recommendations gain credibility when brands show up repeatedly
71% of fans find recurring brand mentions more genuine, making long-term partnerships vital to credibility.
TikTok courts microdrama viewers as brands seek new repeat-exposure formats
Exclusive creator series give brands new ways to earn repeat exposure, though marketers should test impact beyond views.
Pause ads complement video spots by turning awareness into purchase intent
Contextual placements lifted purchase intent 20 points, making a combined strategy worth testing.
Skydance’s bigger media portfolio delivers only modest ad revenue gains
Despite a larger portfolio, 2027 revenues may barely budge, leaving marketers to weigh reach against CPMs.
Agency business concentrates among Publicis, Omnicom, and WPP, while smaller agencies struggle
Integrated media, data, and AI attract major accounts, leaving smaller rivals to prove their value.
CTV, FAST, and creator marketing are converging
As FAST audiences expand, brands can connect social and streaming campaigns to reach ad-receptive viewers.
Exclusive data: Millennials’ media mix keeps them central to marketers’ 2026 plans
Their mix of TV, social, and AI habits calls for targeting by life stage rather than age alone.
OpenAI courts agencies to turn ChatGPT ad tests into recurring spend
The strategy could put ChatGPT in annual media plans, provided advertisers see measurable returns.
Exclusive data: Sports video ads near 97% completion as advertisers chase live audiences
A packed event calendar drove Q2 engagement, reinforcing the value of premium inventory and multichannel campaigns.
New AI bill adds another layer to marketers’ compliance burden
A new bill targets misleading product depictions, adding urgency to creative reviews as state laws diverge.
Exclusive data: TV ads reach more Gen Zers as CTV becomes a mainstay for young viewers
Gains across several sectors show why marketers should blend linear's scale with CTV's targeting and interactivity.
Global ad spending rises 11.9% as the market beats earlier forecasts
An 11.9% increase reflects AI investment and event spending, but economic risks call for budget flexibility.
Merging HBO Max and Paramount+ will do little for CTV ad gains
More scale could aid reach, but audience overlap and a modest CTV ad share limit the upside.
Meta’s political ad blackout forces campaigns to shift final-week spending
Campaigns should plan alternatives like converged TV and the open web to maintain voter reach.
Emmys move to Prime Video as streaming claims another TV tentpole
Stable distribution opens the door to longer-term sponsorships, though streaming alone may not revive viewership.
Paramount-WBD merger closes, creating a new advertising heavyweight
Marketers could get simpler media buys but face higher CPMs and less pricing leverage.
ChatGPT introduces visual ads as marketers seek proof AI advertising works
New formats, better measurement, and brand safeguards help, but marketers should keep budgets experimental.
TikTok drives local discovery as small businesses seek new customers
Its discovery model lets SMBs reach nearby consumers without relying on search or large followings.
Sports ad costs soar as broadcasters seek returns on media rights
Rising rights fees make game-day inventory pricier, adding appeal to shoulder content and second screens.
AppLovin and Unity fight over the tight mobile game ad market
Unity and AppLovin clash over data collection: The small-but-competitive mobile game ad market makes proprietary data crucial.
Powerful data and analysis on nearly every digital topic.
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