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Working with creators beyond social media platforms also means bringing them into other kinds of campaigns by featuring them in places like out-of-home, connected TV, in-store, and traditional media campaigns. Poppi鈥檚 recent Super Bowl commercial did this by featuring creators Alix Earle and Jake Shane.

FOX's reported audience figures include expanded Nielsen measurements for out-of-home viewership, which now covers 100% of the US, further boosting total numbers. Streaming success: Streaming played a major role, with 14.5 million viewers watching on Tubi and NFL digital properties. Tubi alone accounted for 13.6 million viewers, setting a new Super Bowl streaming record.

The same will occur in each of the five other Latin American markets we track, despite OOH growing at a slower rate. OOH is a particularly bright spot for Argentina鈥檚 ad market. It was the only ad medium to grow faster than the country鈥檚 211.4% inflation rate last year at 256.9% (in Argentine pesos), thanks to increased political advertising activity during the presidential election cycle.

Marketers would likely scatter their TikTok influencer dollars across multiple channels, including go-tos like Instagram and YouTube, other social platforms like LinkedIn and Snapchat, as well as podcasts, CTV, and out-of-home. The loss of TikTok Shop would leave a social commerce gap. There鈥檚 nothing else quite like it in the market for sellers, creators, or consumers.

Channels like CTV, out-of-home (OOH), social media, and other display formats are increasingly using retail media data. Lyft Media is using off-site advertising to complement its on-site offerings across its customer journey.

I mean, programmatic out-of-home is very tiny. Most out-of-home is still not bought that way. So when money's going to billboards it's usually intentionally purchased that way. It's just out of all the out-of-home formats, those are the ones that are still receiving the most attention. Roadside traffic hasn't declined, even though a lot of other behaviors have changed since COVID. Marcus Johnson:.

Many emerging markets and smaller countries still lean heavily on traditional advertising channels, like TV, radio, and out-of-home. Because of this, they may fall under the radar if digital advertising is the primary lens. Turkey, for example, will see well over $2 billion in ad spending this year, even though its digital ad market has never cracked the $1 billion threshold.

At 21.6% of its total outlay, travel companies鈥� share of spending on TV, radio, out-of-home, and print ads almost mirrors the 22.3% national average. Although travel has not abandoned traditional media as much as some other industries, it is still a very small factor for traditional ad publishers, and its spending will fall going forward.

But forward-thinking brands will level up by incorporating them into out-of-home, retail media, CTV, and other channels. Sources. Adobe. Microsoft.

Specialties include programmatic buying, performance marketing, out-of-home (OOH), social media, and experiential marketing. Key clients: Maersk, BNY Mellon, Bankinter, Moen. Assembly (Stagwell). Founded in 2014 as the flagship media agency for MDC Partners, which in 2021 merged with Stagwell. Key clients: Amika, Autodesk, Adobe, Virgin Atlantic. Horizon Media. Founded in 1989.

The news: Valley Bank worked with Adrenaline to create digital signage at its Fifth Avenue NYC branch to boost brand recognition and customer engagement. Displays feature dynamic visuals of diverse eyes and motivational taglines, unified across large LED and supporting screens. This omnichannel approach also used QR codes to direct customers to digital platforms. Our take: This initiative effectively uses digital signage to increase foot traffic. Custom, human-centric content, not stock photos, resonates, especially with younger audiences. QR codes with product displays are smart, converting brand awareness into new banking relationships via strategic visual storytelling and direct engagement.

Acquiring Vistar and Blis strengthens its ad capabilities, but turning its mobile data advantage into ad dominance won鈥檛 be easy鈥攅specially in a market controlled by digital giants.

And Bryan, I know when we were talking earlier, you were telling me about an out-of-home campaign that you did with Google Wallet. So could you elaborate a little bit more on that and whether or not you've been getting more of these kinds of requests or inbounds for non-social or omnichannel campaigns from brands? Bryan Reisberg (04:37):.

Toys R Us and Bed Bath & Beyond expand their physical presences: Brick-and-mortar stores serve as three-dimensional billboards that drive awareness and sales, but success is far from guaranteed.

They鈥檙e incorporating them into aspects of their campaigns like connected TV (CTV) and out-of-home (OOH). Meanwhile, creators and influencers are diversifying their revenue streams. They鈥檙e increasingly earning income from things like affiliate marketing, newsletters, and merchandise, giving brands more opportunities for partnerships.