It’s Upfronts and NewFronts season—the high-stakes arena where brands place their bets on the best ad inventory across media channels. This is the moment to unleash your best data-driven decision making, and marketing mix modeling (MMM) is your unfair advantage
Today’s media, economic and social landscape remain in flux. While the economy showed signs of resilience in 2024, inflationary pressures and shifting consumer behaviors are raising concerns about sustainable growth. At the same time, media spend is at an all-time high, with global advertising on track to top $1.1 trillion in 2025 (up from $1 trillion in 2024).
Television audiences are evolving, and broad-reach advertising from linear TV does not have the same impact it once did. In 2023, CTV penetration reached an all-time high, with 88% of households having at least one CTV device.
As fans from around the world prepare for the World Cup final on Sunday, the football tournament’s many sponsors will be reflecting on their sponsorship investments during this global showcase.
CMOs are under pressure to cut budgets to protect their firms against economic uncertainty, without any corresponding drop in the requirement to deliver results. This can too easily lead brands to shift to a performance-marketing-led strategy, focused on short term sales results. This is often done at the expense of brand marketing, which, at first glance, with its soft KPIs and perceived difficulty in measurement, appears on the surface to be less impactful.
Brands often allocate significant portions of their budget to video for good reason – they’re effective, can impact buying decisions in multiple ways, and can be measured with the right analytic approach.
Understanding marketing performance against a backdrop of more media but less data is proving near impossible for many of even the world's largest brands. Because their understanding of the media landscape needs updating.
We sat down with Samsung and Galderma to discuss the most important aspects to stay ahead of the curve in an ever-evolving marketing landscape.
ROI Genome Marketing Intelligence Report: The New Omnichannel – Clicks, Bricks and Everything in Between, documents the rise of “omnichannel” – the effect of consumers being exposed to marketing in one channel and buying in another.
As with the World Cup, there is a strong desire for corporations to remain top of mind with so many eyes and ears focused on the Games.
