Analysis, trends and the advertising industry.
The brand returns to the territory it knows best: selling celebration before product. The question is whether it still surprises.
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Messi, Beckham and an impossible cast are not the real point. Adidas is selling football as shared memory again.
OpenAI's self-serve advertising platform launched to 50,000 advertisers in June 2026. Early performance data is promising but attribution gaps remain.
Marketing measurement has moved from a technical discipline to a board-level conversation in 2026. What changed, and what it means for how marketing gets evaluated.
Every brand claims first-party data as a priority. Research shows that fewer than 30% have infrastructure capable of activating it effectively for advertising.
Brands spend over $70 billion annually on sports sponsorship. The evidence base for ROI is thinner than the investment implies.
Podcast advertising commands CPMs two to three times higher than comparable digital audio. The intimacy premium is real — and the scale challenge is why it hasn't dominated media plans yet.
YouTube's integration of shopping functionality into video ads has quietly become one of the highest-performing retail advertising environments. The brands that understood this early have a durable advantage.
The traditional media plan — a document produced months in advance specifying channel allocation — is being replaced by continuous optimization systems. What this means for agencies, planners, and clients.
After a decade of in-housing, the honest audit of what worked, what didn't, and what the optimal model looks like in 2026.
Three years after the launch of Coca-Cola's 'Real Magic' platform, enough data exists for a genuine effectiveness assessment. The results are instructive for how global brand platforms age.
After years of vanity metrics, influencer marketing measurement is converging on standards that actually predict business outcomes. What changed and what the new metrics mean.