CONTENT-BASED ‘CONTEXTUAL’ ADS SCORE LOW VS. AUDIENCE TARGETING: SURVEY

1. 10. 2025 | 2 min read Content-based "contextual" advertising continues to essentially get a thumbs down from brands -- especially when it comes to media buys on connected TV (CTV) platforms, according to a recent Gracenote survey.

A GREAT BRAND CAN BE BUILT FROM LOTS OF LITTLES, SAYS GRACE KITE

29. 9. 2025 | 8 min read The media landscape is more fragmented than ever. Consumers spend time across dozens of platforms, and their attention is divided into brief, sometimes fleeting moments. At the Cannes creativity festival, Grace Kite—an economist, founder of Magic Numbers and Vice-President at Analytic Partners—showed that there was no need for pessimism and that this development did not necessarily pose a threat to brands. Quite the opposite: fragmentation can become an opportunity and a route to growth. Her presentation, How Can You Build a Big Brand from Lots of Littles?, demonstrated that a brand can be built through brief, seemingly minor interactions—provided that they are considered in aggregate.

EFFECTIVENESS IS BUILT ON CONSISTENCY AND CREATIVITY, EMERGED FROM THE CREATIVE IMPACT DISCUSSION FORUM AT THE CANNES LIONS FESTIVAL

26. 9. 2025 | 11 min read At the Cannes Lions Festival, leading marketers, prominent creatives, and representatives from research agencies come together each year to explore the relationships between creativity, consistency, and effectiveness. This year, as part of the Creative Impact discussion forum, they focused on finding ways to maintain brand consistency in an uncertain and ever-changing environment, leverage creators and new technologies, and improve customer experience. The takeaway? Consistency is a creative superpower that can protect brand value and increase brand strength over the long term.

STUDY USA: SHOPPERS TURN TO AI FIRST FOR RESEARCH

26. 9. 2025 | 1 min read More than half (53%) of US consumers turn to AI for conducting shopping research, per an August Adobe survey.

LANTERN SHEDS FIRST LIGHT ON TV’S ABILITY TO DRIVE OUTCOMES

25. 9. 2025 | 2 min read Initial findings from Project Lantern – a project launched a year ago by Channel 4, ITV, and Sky – suggest that TV drives tangible outcomes across multiple media environments.

CONSUMERS PREFER TO WATCH ADS ON AMAZON, FINDS KANTAR STUDY

23. 9. 2025 | 3 min read Consumers are more receptive to ads on Amazon than those on other global media platforms, while X is the least trusted platform among marketers, according to a Kantar global study of the media landscape.

GEN Z HOLIDAY SPENDING TANKS IN 2025

22. 9. 2025 | 1 min read Gen Z’s expected holiday spend in 2025 is $1,357, down 22.5% from 2024, according to July data from PwC.

WHY THE ADVERTISING INDUSTRY CAN’T WAIT FOR RESPONSIBLE AI GUIDELINES

22. 9. 2025 | 5 min read If companies wait for regulation, they will always be behind, says Integral Ad Science Chief Compliance Officer Kevin Alvero.

YOUNGER MARKETERS OPEN TO INCREASING RADIO, TV AD BUDGETS

21. 9. 2025 | 1 min read “Younger marketing people may be more inclined to favor nothing but social media,” notes Matt Sunshine, CEO at The Center for Sales Strategy. Yet, while they do favor social media, Sunshine finds they may be interested in their older counterparts in good ol’ traditional, linear media channels.

CONSUMERS ARE HUNGRY FOR HALLOWEEN

18. 9. 2025 | 2 min read While retailers’ usual Halloween tricks are right on schedule, this year’s real treat may be a record $13.1 billion in spending, according to the National Retail Federation — topping last year’s $11.6 billion and the prior record of $12.2 billion. Per-person spending has climbed to a record $114, nearly $11 more than last year.

FOOTBALL HELPS CABLE, BROADCAST RECLAIM SOME VIEWERS IN AUGUST

16. 9. 2025 | 2 min read Streaming still outpaces traditional TV, but Nielsen’s monthly figures show the first gains for linear outlets in four months.

TV NEWS’ FAST ERA: CAN FREE CHANNELS BRING BACK YOUNGER VIEWERS?

16. 9. 2025 | 8 min read For purveyors of TV news, free ad-supported streaming channels have become a bigger part of their future as the habit of traditional viewing fades and a new generation relies on information from TikTok, Instagram and other social media platforms. The channels carry repeats of TV newscasts, morning shows and news magazines, but over time have added original streaming programs as well, where emerging on-air talent can get experience at the anchor desk.

GEN Z GO STRAIGHT TO STREAMING SERVICES

16. 9. 2025 | 2 min read Over half of British Gen Z start watching TV on streaming platforms such as Netflix or Amazon Prime over browsing regular broadcast channels, according to new research from Boston Consulting Group.

WATCH ROBERT REDFORD’S MOST MEMORABLE ADS

16. 9. 2025 | 2 min read ADWEEK remembers the Hollywood icon's best commercials.

SURVEY: GEN Z, MILLENNIALS PREFER AI TOOLS FOR PRODUCT RESEARCH

15. 9. 2025 | 2 min read A sizable amount of younger consumers are gravitating towards artificial intelligence tools for product research.

STUDY: MORE VIEWERS START THEIR TV VIEWING WITH A SVOD SERVICE THAN LIVE TV

15. 9. 2025 | 4 min read Less than one third of viewers start watching TV with a live TV service; 40% begin with an SVOD service like Netflix.

WHAT MARKETERS CAN LEARN FROM BRANDS CONNECTING WITH GEN Z

12. 9. 2025 | 4 min read Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall).

FROM BRANDING TO ACTION: BEST PRACTICES FOR USING QR CODES IN PERFORMANCE CTV

12. 9. 2025 | 5 min read At the most recent NewFronts, TV manufacturers Samsung and LG and Fox-owned streaming service Tubi all talked about integrating QR codes into their ad offerings.