蘑菇AV

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.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device

The news: Dick鈥檚 Sporting Goods鈥� retail media arm, Dick鈥檚 Media, is partnering with Roku to bring its shopper data to connected TV, per Adweek. Our take: Dick鈥檚 sees retail media as a long-term growth engine, and its partnership with Roku should enhance its ability to compete with larger players by combining rich loyalty data with precise streaming insights. While Dick鈥檚 Media already offered brands a robust mix of in-store and digital ad opportunities, the expanded Roku partnership enables more targeted, measurable, and high-impact campaigns鈥攅specially as connected TV becomes a core pillar in the modern advertising mix.

The news: Pinterest is partnering with Instacart to allow advertisers to power their campaigns using the latter鈥檚 first-party data鈥攁 move that will enhance the value of both companies鈥� ad platforms while advancing Pinterest鈥檚 shoppable ambitions. Our take: Pinterest鈥檚 ability to engage the all-important Gen Z cohort, along with its role as a source of inspiration and product discovery, is making it a more strategic asset for brands and retailers. As economic uncertainty drives companies to be more careful with their ad dollars, Pinterest鈥檚 ability to reach audiences at every stage of their customer journey鈥攏ow bolstered by access to Instacart鈥檚 first-party data鈥攑ositions it as an even more valuable partner.

To access both first-party data and high-intent consumers, advertisers have increasingly embraced retail media networks (RMNs). 83% of advertisers worldwide plan to either maintain or increase their RMNs ad spend in 2025, per an October 2024 NCSolutions survey.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

The news: TikTok announced updates to its ad capabilities focused on the evolving creator ecosystem at its fifth annual TikTok World event. Updates included an analytics tool for audience insights at different stages of the buying cycle, promotions targeting audiences likely to take action, and multiple changes to TikTok One. Our take: TikTok鈥檚 new offerings are key to reassuring advertisers and creators that the platform鈥檚 influencer tools still outperform rivals. The features will convince advertisers that TikTok is essential to connect with relevant creators, while showing creators that TikTok remains the best place to make partnerships.

Commerce media has already extended off-site, into other channels like connected TV (CTV) and social media, but now people are talking more about incorporating it into audio and newsletters, according to Matt Shapo, director of digital audio and video for the Interactive Advertising Bureau (IAB).

Protogiannis called it the most exciting development yet, noting that it helps link real audience behavior to media spend. In an industry increasingly focused on accountability, Nexxen and LG Ads are showing how advanced tools and human analysis can work together to deliver deeper insights and more confident decision-making.

Amazon鈥檚 expansion beyond traditional product listings into streaming ads via Prime Video creates new advertising inventory that bridges entertainment and ecommerce. Expanding its video offerings allows the company to incorporate top-of-funnel brand awareness that competitors struggle to match.

Marketers are moving away from one-off influencer campaigns toward integrated influencer strategies embedded across the marketing funnel鈥攁nd influencer marketing is turning into a full-funnel channel. Beyond initial awareness, brands are relying on creators to drive consideration, conversion, and retention.