With more and more brands taking their digital marketing campaigns in-house every day, agencies are facing a major turning point. This shift represents a huge opportunity for agencies to redefine their value in the marketplace—and connected TV can help.

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AI is changing the way marketers create content, but there’s a big risk. It can make everything look and feel the same–generic, bland, forgettable. Your brand’s identity, creativity, and what makes you stand out can easily get lost.

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Many organizations employ some combination of marketing mix modeling (MMM) and multi-touch attribution (MTA) to assess the impact of their marketing campaigns. But in most cases, those two measurement methodologies exist independently of one another, leading to inefficiency at best and an inaccurate view of actual performance at worst.

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Collaborating with the right creators and other talent can be a huge boost to a brand’s visibility and bottom line. But maximizing the long-term ROI of these campaigns requires careful coordination of usage rights and assets to ensure compliance.

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How are shopping patterns expected to change in the year ahead? Who is well-positioned for these shifts? What obstacles could be in store for the segment – and what strategies could unlock success? The answers can be found by leveraging the latest in location analytics.

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The advancements in predictive and generative AI over the last few years have cemented AI as the “next big thing”—a shiny toy that promises to revolutionize everything. But using it successfully to better message and reach people on the open web really depends on having quality data, well-crafted algorithms, and integrating AI into your marketing.

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According to Gartner, Gen AI has passed the peak of inflated expectations. But that doesn’t mean that the hype is over. Gen AI is part of every marketing conversation, and 2024 was just the start. What’s on the horizon? Are all large language models the same? How can you plan for multimodal AI that combines text, image, audio and video?

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When it comes to advertising on the big screen, your campaigns are only as effective as the creatives you’re tying to your audience’s favorite TV content. And those creatives have the best chance of being effective when they're in the right emotional context.

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From a TikTok ban to the rise of AI to ever-shifting consumer habits and behaviors, 2024 has been (and still is) making waves. Will 2025 bring similar uncertainty and opportunities for brands? And how do consumers feel about all of this?

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Creators are playing an increasingly pivotal role in shaping campaigns, driving engagement, and delivering measurable results—a pattern that is only going to become more prevalent in the year ahead.

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Modern brand leaders are deploying AI to develop a deeper understanding of their customers’ journeys and behaviors through the unification of first-party shopper data – a goal that’s easier said than done.

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Now that everyone is a creator, traditional marketing strategies need to evolve. Your brand needs a fresh strategy that transforms customers, employees, and communities into active participants in brand storytelling.

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The oldest members of Generation Alpha are nearly 14, and are already some of the most important cultural tastemakers. From following 10-step skincare routines to driving the resurgence of the mall, Gen Alpha is influencing a majority of household purchases.

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Are your campaigns delivering the brand outcomes you need? Thanks to holistic brand lift measurement—an alternative to traditional brand lift studies—it’s now possible to uncover key drivers of media performance and recommendations for optimizing growth.

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