Retailers pulled out creative stops in July, from Nike's star-studded World Cup campaign to Lego's massive trophy installation in New York City. Here are the brands that broke through the noise, created memorable experiences, and made strategic bets on their future.

On today's podcast episode, we discuss the biggest gaps between where Americans spend their time and where advertisers spend their money. We explore the disconnect in social media, the imbalance in subscription OTT, and why digital audio continues to be a dark horse. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Forecasting Writer Ethan Cramer-Flood and Senior Director of Forecasting Oscar Orozco. Listen wherever you get your podcasts, or watch on YouTube, Spotify, or Apple Podcasts.

Digital audio is quietly restructuring the listening landscape. Ad-supported streaming music is taking share from radio, podcasts are reaching record audiences, and Gen Z spends more time in Spotify's app than YouTube's. For advertisers, audio offers trusted voices and habitual daily attention at prices below video. This FAQ covers where listening is moving, why audio earns budget, and how to plan the channel in 2026.

AI answers now drive more brand searches: Marketers should watch citation share and search lift, not just page views.

Our updated forecasts show that genAI, social, and streaming are becoming the front lines where pharma must build trust and visibility.

YouTube views rise but attention declines: Discovery isn’t turning into deeper engagement, making retention and conversions more valuable than reach.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.

Gen Z’s digital world no longer fits into neat categories. Entertainment, commerce, and AI now overlap, while trust is harder to earn. Shifting discovery, media habits, and decision-making are reshaping consumer engagement.

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.

Albertsons is partnering with Procter & Gamble on "Rico's Tacos," a micro-drama series that marks a strategic shift in retail media from traditional item-and-price advertising to upper-funnel content marketing.

Advertisers are pouring money into channels that don’t match where consumers spend their time. This report reveals the biggest gaps across media, devices, and platforms—and where missed opportunities may lie.

YouTube has evolved into a sprawling advertising ecosystem that spans premium video, social, commerce, and AI. Its scale creates new opportunities, but marketers must navigate growing complexity to unlock better business outcomes.

Retail media networks (RMNs) are moving beyond traditional return on ad spend metrics to prove business impact through closed-loop attribution that connects media exposure to actual purchases, both online and in-store.

YouTube ad growth slows: Video budgets are spreading across more platforms, making YouTube one part of a broader media strategy.

Netflix revenues mask engagement strain: Q2 sales rose 13%, but slow viewing gains raise doubts about keeping audiences—and advertisers—engaged.

Rather than creating an out-of-home (OOH) campaign designed to generate social media buzz, travel app Skyscanner did the reverse: It turned an already-viral TikTok moment into a real-world brand experience. The company recently installed a billboard in the baggage claim area of San Juan's Luis Muñoz Marín International Airport, riffing on the viral "First time in San Juan, mi hijo?" audio created by Pittsburgh comedian Bill Stiteler (@saxboybilly18), which continues to soundtrack vacation videos, travel recaps and Puerto Rico getaways across TikTok. The billboard greets arriving visitors with the message: "First time in San Juan, mi hijo? Next time, compare flights and save 30% on average."

Google expands YouTube ad frequency controls: Advertisers can manage exposure across campaign groups, reducing repetitive ads while preserving scale.

CTV is becoming the center of video advertising, but bigger budgets bring demands for measurement, pricing, and performance. Here’s where the market is headed and how advertisers can deliver results.​

Disney+ eyes free streaming: A no-cost tier could draw more viewers, challenge YouTube's lead, and broaden Disney's ad-supported reach.

Netflix seeks new viewing habits: Live channels and bundles aim to lift viewing time as originals lose staying power and engagement cools.