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Online florist Bouqs is betting on loyalty. The company has already shifted sourcing for items like vases away from China and is accepting slimmer margins this year. 鈥淭his is like our Super Bowl,鈥� CEO Kim Tobman told Bloomberg. Others are choosing transparency. Scarlet Begonias, a mobile flower truck in Covington, Kentucky, added a 10% service fee to cover rising costs.

These brands are betting that sustained engagement with diverse audiences will pay off in long-term loyalty. Our take:. The future of DEI marketing may shift toward 鈥榮tealth inclusion.鈥� Rather than overt diversity messaging, brands may integrate inclusion into their business strategies in ways that don鈥檛 draw political attention.

Roku is betting on sports to gain viewers and has grown significantly in wake of content deals with MLB, the NBA, and other leagues. And CNN CEO Mark Thompson is trying to transition the iconic brand away from its cable roots into a digital business. In July, CNN cut about 100 positions, or 3% of its workforce. FAST saves advertisers money as well.

Netflix ad-supported tier hits 70 million users: Live sports and exclusive sponsorships boost subscriber growth and advertising revenues.

The retailer is betting on partnerships with Warby Parker, Champion, and Disney to lure shoppers. It will also add products to its home and toys, gaming, and sports assortments to capitalize on those categories鈥� growth potential, as well as expand its private-label food offerings. It鈥檚 improving the ecommerce experience.

Beauty, are skipping national TV ads altogether, betting that real-time digital engagement can rival traditional broadcast reach; others, like Instacart, are blending TV spots with a robust social media push to maximize impact.

The company described the updates as a 鈥渇lexible canvas鈥� that accommodates its live sports and gaming content, both of which Netflix has spent considerable resources on to develop and deploy.

These figures, drawn from Guideline's data capturing ad agencies鈥� invoicing dollars, demonstrate both the enduring appeal of sports programming and advertisers' confidence in live sports to reach engaged holiday audiences.

Rich audience data and appointment viewing around sports content has helped attract advertisers seeking guaranteed ad placements rather than relying solely on programmatic buying. Our take: By focusing on reducing friction in the TV shopping experience, Fubo has positioned itself at the forefront of CTV commerce.

But Coca-Cola is more confident this time around: It spent over a year developing the Simply Pop line and is betting that consumers who haven鈥檛 yet made the leap to prebiotic sodas will be more inclined to purchase from brands they recognize.

The network now produces over 50 podcasts and more than 100 hours of weekly content, covering sports, pop culture, politics, and technology, according to Variety. Zooming out: Spotify is facing more competition from YouTube and other video platforms, making it important to retain key talent. YouTube is in Spotify鈥檚 cross hairs.

Before streaming became the norm, ESPN was the definitive brand for watching sports on television. But now, major sports leagues have been splintered across a variety of streaming services: Amazon hosts Thursday Night Football, YouTube has acquired Sunday Ticket rights, and that鈥檚 just the NFL. Other leagues like Major League Baseball are also fractured across platforms.

Walmart鈥檚 $2.3 billion Vizio acquisition will give brands new ways to reach consumers and boost product discovery, while Amazon is reaping the rewards from the launch of Prime Video鈥檚 ad-supported tier and its investments in live sports. Other retailers looking to get in on the CTV boom include Albertsons and Instacart. Overall, we expect off-site RMN ad spending to grow 42.1% YoY in 2025.

Jeremy was noting that FuboTV leadership thinks that made the right move by betting on regional sports networks, RSNs, instead of buying expensive rights. It has 35 RSNs, including Bally Sports and Altitude Sports, so it offers at least one of those regional networks to every subscriber in the US.

But if it took them four years to go from two to 300, there's betting to go from three to four where obviously it gets harder as the law of large numbers. I can't see them hitting that, maybe 350, 360, but 400 seems like a lot. Unless Paul, to your point, they hit on a big sports package. Paul Verna:. Yeah, like cricket in India or something like that could tip the scales. Marcus Johnson:.

Wrestling鈥檚 streaming success could reshape the sports media landscape. If Netflix can keep WWE fans engaged, other leagues may follow, accelerating the shift from linear TV to direct-to-consumer sports streaming.

Fanatics plans to use GPT-3 to help power its customer-service chatbot for its online sports gambling business, Hollis Donaldson, the VP of operations at Fanatics Gambling & Betting, told The Wall Street Journal. In addition, a number of companies have announced retail-specific generative AI tools to help retailers and other enterprises reap the benefits of the new technology.

Yeah, I'm certainly not betting on the popularity of the Super Bowl to decrease. It has been-. Marcus Johnson:. Even as we move to streaming, right? Paul Verna:. Yeah. I mean, streaming really just means that people are accessing it a different way, but it doesn't really reflect on the popularity of the sport.

Regional sports networks (RSN), a long-lucrative staple of local TV, have started folding; Diamond Sports Group, one of the largest RSNs in the US, filed for bankruptcy last year (Amazon recently scooped up a portion of the company). OTA TV will also likely see an advertising spending boost due to the expected surge in election-year spending, which local networks will especially benefit from.

A plan from New York-based regional sports networks YES and MSG to combine their services (while this content will be featured in one app, it is bundle-adjacent). Venu, an upcoming sports streaming, bundle-adjacent service featuring programming from Disney, Warner Bros.

Over the longer term, merchants like grill-maker Traeger, fashion brand Steve Madden, and Academy Sports and Outdoors are shifting sourcing away from China. Consumers are also pulling spending forward. Fears that steep tariffs will drive up big-ticket item prices spurred an auto sales spike in Q4.