Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.
CTV isn’t an emerging channel anymore. It’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes.
Marketers used to wait for obvious signals, like a product page view, a cart add or a keyword search, before triggering campaigns. But in today’s fractured landscape, those signals can arrive too late.
The Economist is charting its own course in the age of AI, says Nada Arnot, the 182-year-old publication’s EVP of marketing. It’s steering clear of licensing deals and lawsuits and partnering with Claude on its own terms.
Consumers don’t experience media in silos. They might stream a live game on their TV, scroll social feeds during halftime and research products on their mobile device later that night.
It has long been understood that brand is advertising’s most powerful driver of growth. Yet, in a marketplace worth more than one trillion dollars, less than 10% of digital campaigns track brand outcomes.
Marketing has long struggled to prove itself as a growth engine. What if agentic AI isn’t the threat many fear but the breakthrough marketing always needed?
Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.
Concrete findings on how effective QR codes are at driving ad interactions are now available, and some industry best practices are emerging.
Television advertising has undergone a remarkable transformation in recent years, with connected TV (CTV) emerging as a powerful channel for marketers seeking the impact of traditional television with the precision of digital targeting.
