CMOs now expect media to drive growth, relevance and transformation all at once.
Consumers feel informed and optimistic, but they are also alert, cautious and paying close attention to how AI shows up in content and advertising.
The smartest media strategies will balance automation and humanity, scale and specificity, speed and meaning.
Consumers aren't looking for brands to fix everything, but to understand the mood without making it worse.
Nearly two thirds of Americans say having ads in AI search results would make them trust those results less.
That's according to an analysis from System1 which also found that AI ads for the most part fell flat.
Viewers responded to the beverage brand's commercial by doing what modern audiences do best: searching first and asking questions later.
It may seem paradoxical that something we proactively avoid most of the time is something we actively love once a year, but the real paradox is why marketers don't encourage that kind of cultural
embrace of their advertising year-round.
Media has become the connective tissue between brands and consumers in an increasingly algorithmic ecosystem.
Roughly six in ten U.S. women say they are at least somewhat likely to watch this year's game, marking a notable jump from last season.
Tubi now has access to Nielsen's Audience Measurement and Streaming Platform Ratings; National TV research and Ad Intel services.
Food and drink, parking and lodging see nearly double the lift of other categories on NFL game days.
Research from Taboola and several universities suggests AI-generated ads perform comparably to human-made ads when humans in ads look real. Here's what the data reveals.
The Google-owned distributor of cable and broadcast channels shows strong mental advantage in live sports, morning news and the familiar 'TV is on in the background' use case.
According to a new National Research Group study, 62% of sports fans enjoy watching sports on social media more than on traditional TV.
AI-driven improvements could unlock up to $26 billion in incremental media investment and another $6 billion in productivity gains, according to IAB estimates.
Backed by research finding half of demand-side execs already are scaling AI in their advanced audience measurement, the news comes days after Dentsu unveiled a proprietary generative audiences system.
The "dysoptimism" cultural perspective, which the agency says balances realism and hope, underpins the report's 100 trends that it identifies across 16 countries and 10 sectors that include culture,
technology, travel, health, retail, and innovation.
In what was a volatile year of ups and downs, 2025 ended flat in December, according to just-refreshed data from Guideline's U.S. Ad Market Tracker.
IAB's 2026 Outlook predicts faster growth, bigger bets on AI and a collective industry shrug toward "agentic" everything.
Google DeepMind began giving users access to "Project Genie" Thursday for Google AI Ultra U.S. subscribers ages 18 and up. The experimental research prototype allows users to create, explore and remix
their own interactive worlds.
More than a third of marketers say they can't prove incremental return on ad spend.
Networks and platforms anchored by live sports are benefiting from stable viewership and pricing power, while general entertainment channels continue to face sharper audience and revenue erosion.
Yahoo today launched its branded AI companion to guide users across its properties - its first version of an AI-powered answer engine. It also formed partnerships with Anthropic and Microsoft.
Discovery, consideration and even purchase are increasingly happening inside AI interfaces, often without a click, a visit or a polite thank you to the brand that supplied the data.
Disney+ ad revenue is estimated to rise by double-digit percentages, but viewing growth will move more slowly in the next two years. Disney+ is not the only streamer to see slower-moving, low
single-digit percentage gains in viewing engagement data.
The agency is "gathering information to better understand how the industry's commercial Big Data and ad tech providers can directly support investigations activities."
Americans usually stay close to home in ways that are meaningful for media buyers and advertisers.
Roughly 40 percent of media buyers now view retail media as a full-funnel solution, according to survey data.
The months-long study, however, says nothing about what impact the presence of two viable currencies will have on the advertising marketplace.