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This strategy uses first-party data to offer targeted ads beyond traditional product catalogs, enhancing revenue opportunities and future-proofing advertising strategies. Roku's decision to open its first-party data to demand-side platforms like The Trade Desk signals a potential shift away from walled gardens in the connected TV (CTV) space.

On today's episode, we discuss how customer programs are moving into the spotlight, why buyers are rejecting traditional B2B experiences, how influencer marketing will find its way into the business world, and more. Tune in to the discussion with our analyst Kelsey Voss.

What works on other platforms won鈥檛 succeed on Reddit鈥攎eaning advertisers must go beyond traditional approaches while having a deep understanding of the culture and communities that make Reddit a trusted source for users.

But for the youngsters, that information isn鈥檛 coming from traditional sources. 鈥淲hat we're seeing for these kids is that the bigger the platform鈥攕o athletes, celebrities, big brands, TV commercials鈥攖hey have less trust in those spokespeople and those formats,鈥� said Mariano.

A focus on digital marketing: According to Forbes, the cost per impression via digital marketing can be considerably less than for print or other traditional marketing. Plus, it鈥檚 easier to track prospects reached by digital ads than to track direct mail that may or may not reach the end user or TV ads that customers may not see.

State regulatory hurdles have often prevented them from raising prices, and traditional catastrophe models increasingly struggle to provide accurate risk assessment and pricing. But ongoing withdrawals won鈥檛 be sustainable: The number of states affected by extreme weather has almost doubled since 1980, per National Oceanic and Atmospheric Administration (NOAA) data.

Gen Z signals an even more drastic shift away from traditional product discovery. The cohort is the first that鈥檚 more likely to discover new products by searching online compared with browsing store shelves.

College athletes are now media channels in their own right, with the ability to reach specific audiences more effectively than traditional ad buys. Brands that plan ahead, identify rising stars early, and empower them to produce culturally relevant content will outperform peers relying on traditional models.

Traditional retailers are adapting to the trend:. Target and Barnes & Noble now feature dedicated 鈥淎s Seen on #BookTok鈥� displays. Physical bookstores report renewed growth driven by social media discovery. ByteDance launched 8th Note Press to capitalize on BookTok momentum.

It also highlights a crucial trend: Audiences are willing to pay directly for content, circumventing traditional advertising models. Young US adults increasingly consume news from influencers, many of whom lean right politically, creating opportunities for conservative content creators to shape narratives.

In H1 2024, the number of TV and movie shoots conducted in Los Angeles declined 41.2% compared with H1 2022, according to FilmLA. In Q3 2024, US TV and film production was down 35% compared with Q3 2022, according to ProdPro. Even reality TV productions are declining.

Our take: 鈥淎 Minecraft Movie鈥� teaches a clear lesson: marketing beyond the traditional must be prioritized to guarantee that a movie鈥攅ven one that hasn鈥檛 gotten stellar reviews鈥攁ppeals to a wide audience.

"Tech companies are best positioned to take advantage of that global interest and they can be a lot more nimble than traditional broadcasters,鈥� said Verna. 鈥淭hat's part of what's fueled the tech boom in sports licensing, and it's just going to continue with Netflix as now a major player.鈥�. This was originally featured in the 蘑菇AV Daily newsletter.

Traditional broadcasters are dedicating more prime slots to women's sports coverage. Our take: The doubling of women's sports viewership represents more than just audience growth鈥攊t鈥檚 a noteworthy shift in the sports media landscape. The combination of NIL rules, increased media investment, and new advertising categories bodes well for continued growth.

Give traditional formats a larger role in media planning. Digital advertising is still important, but the media mix in Quebec should feature more TV, print, and radio鈥攖he sources Quebec audiences turn to first for entertainment and news. Focus on ardent francophone support for homegrown media.

Our take: Advertisers may need to diversify strategies past traditional SEO by focusing on social media and email campaigns. Legislators at the state level could enact their own net neutrality rules if they disagree with the federal court鈥檚 ruling.

While it may not be a traditional retailer, 鈥淭ikTok has really captured the zeitgeist,鈥� said Lipsman. 鈥淎nd TikTok Shop is starting to take off as well. It鈥檚 an increasingly important influencer of purchase decisions, particularly with Gen Z.鈥�. In fact, 43% of US Gen Z adults start their online product searches on TikTok, versus 19% of the total US population, per Jungle Scout. Watch the full webinar.

These emerging players offer the same mass reach as traditional outlets鈥攂ut with more precise targeting, real-time insights, and full-funnel capabilities. While some legacy companies have expanded their digital offerings to remain competitive, the pressure to evolve will only intensify as digital claims a larger share of ad budgets. Digital鈥檚 share will continue to climb through 2029.

As measurement improves, M&C Saatchi Performance is increasingly interested in CTV and particularly in multiscreening, where users watch TV while scrolling on a phone or tablet. This trend is particularly pronounced in Gen Z. Nine in 10 US internet users ages 18 to 24 watch TV while on the internet, according to our forecast.

While both companies have found greater success with TV, major theatrical blockbusters remain elusive. Hollywood agents and producers are uncertain whether streamers invest in theaters to make a profit or are simply using them as a marketing tool for their platforms. At the same time, Aron鈥檚 optimism about the theater business is a bright spot for traditional exhibitors.

Similarly, traditional CPG companies continue to spend heavily on social media to compete with D2C and white-label players. Read the full report, Q3 2024 Ad Spending Forecast and Trends.

鈥淥ne part of the mix that hasn鈥檛 been cracked yet by most retail media networks is the traditional print service,鈥� said Hovorka. 鈥淎 huge piece of the traditional partnership between consumer packaged goods (CPG) and retailers has been those printed circulars.鈥�. These circulars drive engagement and a lot of sales, said Hovorka, but they鈥檙e tricky to translate to an online experience.

Here's Boots CMO Pete Markey speaking to Beat TV about the company's strategy. Pete Markey:. But we are using TV more programmatically now, particularly using our first-party data to connect with customers through different platforms like Infosun to reach people through ITV and Channel 4's on-demand services. So we're evolving our entire-. Bill Fisher:. TV and retail media. Could that be a home run?

Our take: In a sense, Apple is using its theatrical releases more as marketing for Apple TV+ than for box-office profit, unlike traditional studios, whose success depends on box-office earnings.