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From Super Bowl ads featuring creators to in-store and TV placements, brands are leveraging creator-driven content in new ways. Smart brands are using creators across multiple touchpoints鈥攕ocial, traditional media, and even retail environments. Here are four ways brands can embrace these shifts and build sustainable career partnerships that thrive even as platforms, trends, and algorithms change. 1.

DOOH placements can help brand campaigns drive direct engagement and be used for more traditional performance marketing purposes. Marketers can repurpose CTV and digital display ads for DOOH billboards, customize assets for local placements, and include actionable features like QR codes, making it a highly flexible format.

It now holds exclusive rights to stream the NFL's international kickoff in Brazil and leads all platforms in TV viewing time. The company is seeing strong momentum in sports-related content, with YoY TV watch time for sports videos up more than 30%.

Beyond the chart:. 39% of US agency and marketing professionals moved funds out of their ad budget for other types of traditional channels, the same report found. US CTV ad spend will grow 18.8% this year, while linear TV will increase only 0.7%, bolstered by the Summer Olympics and elections.

While 58% of adults choose new shows or movies based on friends' recommendations, online reviews (38%) and TV commercials (33%) remain significant influences. Streaming platforms have addressed these trends by emphasizing social media and online buzz, both cited by 32% of global respondents as key discovery tools.

More traditional, full-service agencies are also carving out divisions focused on the sector. These are agencies that handle larger forms of media鈥攖hink TV, OOH, digital, or experiential鈥攁nd are looking to capitalize on influencer marketing and the creator economy.

Understanding what鈥檚 driving the remaining customers to alternative lenders鈥攁nd what innovations are on the horizon鈥攚ill help traditional lenders better navigate this environment. Key Question: How can traditional mortgage lenders better attract and retain customers amid a market slowdown and evolving competitive landscape?

Traditional search will draw the largest amount of US ad dollars in 2024.

Video streaming adoption in Chile outpaced live TV viewership. There is a 3-percentage-point gap, with 96.7% of respondents using on-demand/streaming services compared with 93.7% watching live TV. Newspaper readership in Chile decreased 5.5 percentage points. This significant decline to 36.9% suggested a continued shift away from traditional print media toward digital news sources. Colombia.

Digital screens, programmatic buying, and better data will help OOH ad spending grow at a solid pace over the next few years, despite broader challenges in traditional advertising.

Digital, traditional, and total media ad spending growth will all accelerate in 2024, although only modestly. The outlook has stabilized for most countries and regions, even if spectacular growth is harder than ever to find.

US upfront TV ad spending will fall by 3.6% to $18.64 billion for the 2023鈥�2024 TV season, a downward revision of 5.0% from our previous forecast.

Traditional ad spending (on TV, newspapers, radio, magazines, and out-of-home) did even worse, cratering from a 9.8% rebound in 2021 to a 0.9% decline in 2022. Even in 2023, there will not be much of a bounce back from traditional. The news is not as bad for digital ad spending.

More than a third of UK TV viewers are concerned about TV costs, with 20% expecting to remove a subscription streaming service and 13% expecting to add a FAST service in the next 12 months, per an August 2023 survey from LG Ad Solutions. Traditional broadcasters are also moving the dial.

Traditional search, social media, short-form video, and connected TV (CTV) will all continue to jockey for marketer attention in the US, limiting to some degree how big retail media can get. Whereas in China, only short-form video platforms and Tencent are truly competitive with the likes of Alibaba and co. Still, business is booming.

In this environment, traditional lenders need strategies to appeal to customers still looking for mortgages. Here are three trends currently changing or poised to change the competitive dynamics in the mortgage market鈥攁nd what traditional lenders should do in response. Read the full report, US Home Lending Trends for 2025.

NBC鈥檚 choice to feature creators alongside traditional celebrities, as well as MrBeast鈥檚 new Amazon show, are clear indications that creators and their content are now just 鈥渕edia.鈥�. Sources. Advertiser Perceptions. Deloitte. Interactive Advertising Bureau. Nielsen. The Information. YouTube.

Traditional ad spending, which stood at $8.32 billion in 2022, is predicted to shrink to $6.86 billion by 2026, reflecting the industry鈥檚 shift away from legacy advertising channels such as TV and radio.

Our take: As advertising shifts away from linear TV, typical metrics like traditional viewership are still crucial but don鈥檛 give the full picture. Advertiser reactions to low numbers show that the ability to reach consumers directly, more effectively target ads, and create opportunities for in-stream purchases is highly valued.

News shift: Publishers face another existential threat鈥攕ocial media is the dominant news source, especially for Gen Zers, potentially making their websites obsolete altogether. 54% of US adults get their news from social media and video platforms, per Reuters, more than TV news (50%) and news websites and apps (48%).

It's coming at the expense of traditional advertising. So TV continues to go down with the exception of these presidential Olympic years. So we're actually expecting TV to be pretty flat this year.

Overall, the sector is starting to look like more traditional forms of media. As a result, brands are looking for a clearer ROI and are demanding better measurement tactics. They are also putting more paid media behind their influencer partnerships, all while creators and influencers increasingly call for fair and timely payment.