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Walmart, for example, convened a creator upfront in October. Click here to view our full forecast for US retail media ad spending. Predictions. Creators will move into the RMN spotlight. As they seek to burnish their incrementality tool kits, retailers will focus on creators for upper-funnel activation. Data collaboration tech will become table stakes.

While high-deductible health plans (HDHPs) were meant to reduce spending, they require upfront spending on medical care before plan payments kick in. Since 2007, average deductibles for employees with HDHPs and a savings option have increased by over 50%, per Trilliant Health鈥檚 2024 鈥淭rends Shaping the Health Economy鈥� report.

WPP has established dedicated upfront advertising commitments specifically for women's sports programming. Professional women's sports have expanded to include two volleyball leagues where none existed before鈥攁nd even college volleyball broadcasts have graduated from niche networks to mainstream channels like NBC, Fox, and ABC. Brand engagement is showing significant evolution.

Regardless of size and scope, more standardization in costs can help marketers secure adequate budget upfront. Execution. Scale is now a top priority for brands that work with influencers and creators. Standardized costs can help marketers allocate their influencer marketing dollars effectively as they expand their programs, particularly beyond sponsored content on social media. Measurement.

Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing鈥攂ut in a period of rapid change and economic unrest, adaptation is key.

The platform鈥檚 direct advertising business is showing strong momentum, with upfront sales increasing 40% YoY. Fubo鈥檚 appeal to advertisers stems from its premium audience demographics鈥攕ubscribers with high disposable income and purchasing power鈥攁nd its 100% addressable capability.

While high-deductible health plans (HDHPs) were meant to reduce spending, they require upfront spending on medical care before plan payments kick in. Since 2007, average deductibles for employees with HDHPs and a savings option have increased by over 50%, per Trilliant Health鈥檚 2024 鈥淭rends Shaping the Health Economy鈥� report.

Downward CPM pressure and weak upfront commitments following the initial tariff announcements don鈥檛 bode well for CTV鈥檚 outlook. CTV advertising is relatively expensive and involves significant time and investment on the creative side. In severe recessionary conditions, it could be the first to go from discretionary ad budgets. Here are our three scenarios for 2025 CTV ad spending:.

The entity recently pushed further into the D2C healthcare market to include upfront, fixed pricing for the treatment of five conditions鈥攕kin care, hair loss, erectile dysfunction, eyelash growth, and motion sickness. Why it matters: Consumers have two options to get care within the One Medical brand鈥攁nd both are more accessible to Prime members than non-members.

This is recognition that consumers value upfront pricing, subscription healthcare models, online ordering, and home delivery. 蘑菇AV research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

So we know that long-term partnerships really are the holy grail for most creators and more predictable content gives them almost like I would say, even an upfront where they can show advertisers what they've got planned and potentially even negotiate longer term contracts.

Rather than paying studios upfront to produce programming, YouTube funds its content through revenue sharing with creators. This funding model allowed it to offer viewers more content while other streaming services shrunk their libraries. Last year, the addition of the NFL鈥檚 Sunday Ticket package helped YouTube make inroads with TV advertisers.

The latter ramp-up in fines for the GDPR could come upfront for the DSA. TikTok has already begun to act, withdrawing some programs. The EC adjudged the TikTok Lite Rewards program as stimulating addictive behavior. This is a separate version of the TikTok app that uses a rewards program where users earn points while performing certain tasks.

The company鈥檚 May Upfronts represented a turning point in streaming ads' maturation process. Its streaming success encouraged the tech giant to raise ad loads in 2025. Advertising on Amazon became more expensive, though RoAS remained strong. It also rolled out multiple shoppable video ad formats.

In-store audio, existing screens (such as those at checkout or on TV walls), and traditional demo stations are retail media formats that require minimal upfront investment, allowing retailers to quickly launch in-store advertising. The revenues generated from these efforts can be reinvested into tech upgrades, expanding available media formats.

鈥淒oing that upfront work to scenario plan, even if those scenarios seem really far fetched, is worthwhile.鈥�. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Redditors typically don鈥檛 want brands in their conversations, especially ones that aren鈥檛 upfront about who they are. But some brands are figuring out how they can show up on the platform in ways that users will be receptive to. Some are engaging with existing communities.