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It鈥檚 also replacing traditional marketing materials with digital signage to create media opportunities and enhance customer engagement inside branches. Travel companies unlock high-intent audiences in captive environments. Millions of internet users in Latin America visit travel websites each month.

The news: The 2025 NBA Finals drew just 10.2 million viewers on average, among the weakest results in two decades鈥攜et Game 7 peaked at 19.3 million, the highest since 2019. Traditional ratings miss the full picture, though: social views on NBA Finals content soared 215% year over year to 5 billion. Our take: Gen Z sports fans are watching differently鈥攙ia highlights, short clips, and mobile-first formats on YouTube, Instagram, and TikTok. TV still matters, but leagues like the NBA must master new distribution models. With streaming growth and a massive $76B media deal in place, the future is already digital.

Total media time is decreasing in all three countries. The decline is slightly less pronounced in France and Germany, where relatively strong traditional media usage and steady growth in digital time help balance the drop.

The trend: At Cannes Lions 2025, Meta, TikTok, Google, and others made clear that AI-powered ad automation is no longer an experiment鈥攊t鈥檚 the plan. The news: Meta and TikTok each emphasized agency relationships, but both platforms expanded generative AI tools that let brands generate and manage campaigns without intermediaries. Amazon, Comcast, and Google are doing the same, pushing toward platform-native, self-serve ad models. Our take: As automation replaces traditional support services, agencies face existential pressure. To stay relevant, holding companies will need to prove they offer value that AI can鈥檛 replace鈥攆ast.

鈥淭his creates a potential new monetization surface with higher CPCs and ROI, since placements in AI-generated answers could be more contextually relevant than traditional paid search.鈥�. Ad inventory on Google will likely decline, but placements will become more effective, said Karandikar.

The news: Sens. Bernie Sanders (I-VT) and Angus King (I-ME) have introduced a bill, The End Prescription Drug Ads Now Act, that would prohibit D2C prescription drug advertising on television, radio, print, digital platforms, and social media. Our take: Despite disdain for drug commercials among consumers and lawmakers, pharma marketers shouldn鈥檛 sound the alarm just yet.

The news: Meta is planning another VR headset, codenamed Loma, to compete with Apple鈥檚 beleaguered Vision Pro, per The Wall Street Journal. The product will look similar to its Ray-Ban Meta Smart Glasses鈥攔ather than a traditional headset goggles design鈥攁nd feature higher-fidelity video than the Quest line of headsets. Meta is offering millions of dollars to Disney, A24, and others for exclusive IP-based gaming content to avoid the Vision Pro鈥檚 pitfall of lacking compelling content. Our take: Meta鈥檚 renewed headset push shows the company is learning from past missteps, but success will hinge on whether Loma can offer must-have experiences at a justifiable price.

Amazon is betting that streaming鈥檚 future lies not in replicating traditional TV鈥檚 broad reach, but in offering the precision and accountability that traditional media cannot match. By addressing the streaming industry鈥檚 transparency problem, Amazon positions itself to capture traditional TV budgets from advertisers who may have been more hesitant to migrate to digital.

Direct-to-consumer (D2C) brands like Eyebuydirect are overcoming traditional barriers in high-consideration purchase categories like eyewear.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube鈥檚 move positions it as a central hub for scalable, data-informed influencer marketing.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube鈥檚 move positions it as a central hub for scalable, data-informed influencer marketing.

The news: Digital-first consumers now expect fast, zero-click access to information鈥攎eaning they often get answers from search engines or social platforms without clicking through, per CUInsight. To stay visible, FIs should optimize content for featured snippets, enhance their Google Business Profiles, and use tools like calculators that embed in search results. Our take: Zero-click marketing deserves its own strategy alongside SEO and generative optimization. Financial brands that adapt their content to meet users where they are鈥攚ithin snippets, tools, or knowledge panels鈥攃an build more visibility and trust than competitors who rely on traditional site traffic alone.

The news: To effectively engage Gen Z, banks must offer more than just basic digital experiences. This generation demands instant gratification, expecting rapid account openings, quick loan decisions, and frictionless onboarding. Gen Z also prefers visual learning, gravitating toward video explanations and gamified education for financial literacy. Despite their digital fluency, they still value human connection for problem-solving, requiring quick access to live help. Our take: Banks should move beyond traditional "channels" or "products" and design a responsive, omnichannel ecosystem that delivers education, trust, and personalization in real time, fitting seamlessly into Gen Z鈥檚 lives.

Gen Z, millennials are least likely to take health concerns to their PCP: Healthcare marketers need to show them where to get low-cost care while warning against overtrusting online medical information.

Time spent with digital media via CTV will match time spent with traditional linear TV by next year. Time spent with CTV will grow 6.9% this year, reaching 2:29 per day. CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of OTT streaming, digital pay TV, digital audio, and other apps accessed via a CTV鈥攈as risen rapidly in recent years.

Looking at advertisers: As streaming platforms continue to erode traditional TV viewership, the merger positions the combined entity to better compete by offering bundled services and enhanced content delivery鈥攑otentially opening avenues for advertisers to engage audiences as they shift away from traditional TV.

NBCU highlights sports, streaming at Upfront event: The presentation outlined NBCU鈥檚 plan to offset declining traditional TV revenues.

Studio and linear remain a dark cloud for WBD and Paramount: Revenues were down YoY for both companies, but streaming remains a beacon of hope.

Tariffs make content creation a riskier gig: If brand deals dry up, creators could seek more traditional career paths.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

Remittances represent a large share of global payments and will keep growing鈥攁lthough at a flat rate. Traditional money transfer organizations have to fight harder for a share of the prize as digital-only entrants have stepped up the competition.