In this episode, Lara Krug, CMO of the Kansas City Chiefs, joins AdTech Unfiltered to break down how one of the NFL’s most iconic franchises approaches marketing in a time of rapid innovation.
From Taylor Swift headlines to immersive fan experiences, Lara huddles up with host Noor Naseer to share how the Chiefs turn big moments into long-term brand equity. Tune in for insights on balancing tradition with innovation, why storytelling drives strategy, and how the team stays culturally relevant while honoring their legacy.
As the first-ever CMO of the Kansas City Chiefs, Lara Krug stepped into a brand with deep roots and high expectations. The team’s longstanding role in the community has made evolution a delicate task. For Krug, the key is using brand history as a filter for new ideas—whether that means exploring emerging media environments or crafting new experiences that still feel unmistakably “Chiefs.”
Rather than treating tradition and innovation as competing forces, her team sees them as interconnected. Legacy provides the foundation; innovation brings it to life in new ways. As Krug puts it, the goal isn’t to replace tradition with innovation, but to build on it. By staying grounded in what fans already love, the team continues to find fresh ways to connect with both new and established audiences.
For fans outside of Kansas City—or even outside the US—the draw to the Chiefs isn’t always the game itself. Often, it’s the culture around it, with audiences across the globe often connecting to the team through player personalities, social content, and community initiatives as much (or more) than stats or standings.
That understanding shapes the team’s global growth efforts, which are built around connecting with fans through emotional and cultural relevance. And with time zones working against live viewership in some areas, visibility across platforms becomes essential, so Krug’s team has worked to expand the brand’s presence beyond live games, creating fan touchpoints through content, partnerships, and off-field moments that don’t rely on kickoff times.
With tight restrictions on paid media, Krug’s team treats organic content as one of its key marketing engines and a powerful way to foster stronger connections. Each platform plays a distinct role, from showcasing players’ personalities on TikTok to spotlighting partnerships on Instagram to offering behind-the-scenes access on Snapchat.
To make the most of organic content, the team leans into stories that reflect the moment, the audience, and the Chiefs’ brand values. The result is a brand built on authenticity and intention—one that meets fans where they are, whether culturally, emotionally, or digitally. By prioritizing creativity, consistency, and cultural relevance, the Chiefs’ content strategy builds deep connection with fans while extending the brand’s reach.
In business, it’s rare to find a single solution that solves multiple problems at once. But when it comes to the greatest challenges marketing executives face today, one underlying issue connects nearly all of them: data.
Fragmented data, poor-quality data, overwhelming amounts of data, and/or a limited ability to extract actionable insights from it exacerbates all of marketing executives’ top pain points—from driving revenue to proving ROI to harnessing the incredible potential of AI.
The good news? By improving the quality, integration, and accessibility of their data, marketers can address all of those pain points at once, creating exponential value.
Read on to learn how challenges related to media fragmentation, visibility, revenue generation, proving ROI, talent effectiveness and retention, and AI adoption are all affected by data problems, and what steps marketing leaders can take to alleviate them.
If data challenges lie at the heart of marketers’ biggest pain points, then media fragmentation lies at the heart of those data challenges. From social media fragmentation to emerging complexity in the search space to the rise of commerce media, marketing efforts are increasingly spread across a growing number of platforms, channels, partners, and tools. This is creating major challenges for marketing organizations, with agency leaders naming siloed/disconnected systems as one of the most urgent issues facing their organizations.
Data fragmentation stemming from those siloed systems makes it difficult to track the customer journey at even a basic level. “When the view of the customer journey is fragmented, it’s difficult to identify quality touchpoints and how they’re working together,” says Lisa Olszewski, VP of Brand Development at Basis. “Which, in turn, makes it difficult to build a smooth and valuable experience for the customer.”
Building that seamless customer experience is crucial to marketing teams’ primary goals: driving revenue, building their brand, and forging trust and lasting connections with target audiences. Fragmentation in media and data doesn’t just complicate customer journey tracking—it sets the stage for many of the other challenges marketing leaders face today.
Data problems make it difficult for marketing executives to drive revenue efficiently—a goal that’s under increasing pressure from all sides.
For marketing leaders at brands, that pressure is compounded by growing skepticism around the CMO role itself. Some companies are experimenting with eliminating the role altogether, while others are turning to fractional CMOs. And even for those retaining full-time CMOs, the role is evolving. “CMOs today aren’t just expected to be brand stewards as they were in years past—the role is now blended with finance and tech,” says Grace Briscoe, EVP of Client Development at Basis. “Their biggest challenge, and objective, is to shift the view of marketing from a cost center to a profit driver.”
Agency leaders face similar demands, as rising costs and shrinking profit margins increase the need to demonstrate measurable business impact. At the same time, as economic volatility persists, marketing budgets are under greater scrutiny, with many agency and brand leaders expected to do more with less.
Amidst all this pressure, fragmented data hinders marketing teams from driving revenue. Specifically, it slows their ability to evaluate the effectiveness of investments across channels and make real-time adjustments. Even when raw data is technically accessible, it doesn’t always lead to meaningful insight due to fragmentation or a lack of tools or skills. “Most leaders have visibility into campaign data, but they might be lacking the strategic context for what story those data points are telling, and how it’s actually moving the business forward,” says Olszewski.
The manual effort required to stitch together data from disparate sources not only causes delays, but also raises the risk of human error, further limiting a team’s ability to act strategically. What’s more, this lack of visibility makes it challenging to connect media investments to business outcomes in a cohesive, narrative-driven way. A recent survey of marketing leaders found that the top activity they struggle to implement regularly is demonstrating how marketing activities translate into financial outcomes.
This difficulty to prove ROI has serious consequences. “Gone are the days when awareness-driving marketing investments are seen as a positive, long-term investment for a brand,” says Olszewski. “Everything needs to show some level of return with CMOs now reporting into CFOs, shareholders, and finance-minded CEOs, all of whom are scrutinizing every dollar.” Fragmented and inconsistent data makes it harder to show clear returns on marketing budgets. This not only weakens the case for future investment but, for agency leaders, can also strain already delicate client relationships.
In short, without unified, organized, and accessible data, it becomes difficult not only to understand performance and drive revenue, but to prove out even the strongest results. This makes it harder to earn internal alignment, external confidence, and continued investment.
Data fragmentation is also compounding the pressures facing hands-on-keyboard marketers. Team members typically spend hours manually pulling information from different sources and piecing it together in spreadsheets, which creates costly operational inefficiencies and raises the risk of human error.
This fragmentation has increased the difficulty of digital advertising work, with a growing majority of agency professionals reporting that their work has grown more difficult in just the past two years. This increase in complexity affects not just employee efficiency, but job satisfaction and fulfillment: When the skills of top marketing talent are underutilized, they’re less likely to stay, making data not only a performance issue, but a retention risk as well.
“If you’re finding the kind of talent that can pull insights from data and craft valuable stories around those insights, they do not want to spend six hours of their day cutting and pasting in spreadsheets to compile reports,” says Briscoe.
Finally, data issues are standing in the way of another top marketing priority: maximizing AI. In fact, 58% of industry professionals cite data quality and accessibility as major barriers to successful AI adoption.
When data is scattered across multiple systems, it's difficult to feed it into AI models in a usable form. And when that data has been stitched together manually, human error can lead to inaccurate inputs and, ultimately, unreliable outputs.
While the industry is still grappling with important questions around how to use AI in ways that safeguard data security and privacy, it’s clear that the teams that have unified and streamlined their data processes will be the ones best positioned to harness AI’s full potential.
“AI’s ability to rapidly aggregate and analyze huge data sets has the potential to give marketing organizations a wild advantage right now,” says Briscoe.
When marketing teams embrace technology that unifies and streamlines their data, they can alleviate nearly all of their most pressing pain points.
With unified data, visibility improves—not just into campaign performance, but into the stories that data tells. Revenue-driving opportunities become easier to spot and act on. The impact of marketing is easier to measure and communicate. Teams can spend less time wrangling spreadsheets, ensuring their time is spent more efficiently and more rewardingly. And as AI transforms the marketing landscape, unified, high-quality data will separate teams who can leverage it to drive real impact from those who can’t.
In these ways, by leveling up their teams’ approach to data, marketing leaders can turn today’s challenges into tomorrow’s competitive edge.
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Curious to learn more about how leading brands, agencies, and publishers are approaching AI? Our report, AI and the Future of Marketing, explores how industry professionals feel about the technology today how they expect it to transform the space moving forward.
In this episode, Tameka Kee, SVP of Programming & Operations at the Coalition for Innovative Media Measurement (CIMM), joins Adtech Unfiltered to unpack the state of media measurement.
From CTV to attention metrics and synthetic data to privacy compliance, Tameka explains how CIMM brings together platforms, publishers, agencies, and more to tackle the industry's most pressing challenges. Listen in for expert insights around why last-touch attribution is outdated, how value exchange must drive data usage, and why nerds run the show when it comes to measurement.
Ad curation isn’t a new concept, but in 2025, advertisers are embracing it with renewed urgency.
From widespread bot traffic, heightened brand safety concerns, and the proliferation of made-for-advertising (MFA) sites to economic pressures and shifting audience signals, industry challenges are creating considerable stress for marketing teams. CMOs are under heightened pressure to defend budgets to skeptical stakeholders. Agency leaders are caught between rising operational costs and shrinking profit margins while trying to prove value to clients. Meanwhile, media buyers must deliver results in a digital ecosystem that’s seemingly growing more complex and fragmented by the day.
In this context, it’s no wonder ad curation is gaining momentum. As advertisers seek control, efficiency, and transparency, spending on curated inventory is rising fast, with programmatic advertisers expected to spend nearly twice as much on private marketplaces (PMPs)—a common format for curated deals—as on the open exchange this year. By enabling advertisers to access pre-vetted inventory enriched with data signals like first-party data, curation allows them to invest in quality, avoid waste, and connect with target audiences in key moments of impact. And for leaders, it offers a way to bring clarity to complexity: streamlining media strategies, prioritizing brand safety, and delivering performance that’s easier to measure and defend.
By understanding what’s driving the current momentum behind ad curation and applying this framework strategically, advertisers can drive stronger outcomes, reach people in trusted environments, and prove the ROI of their media investments to key stakeholders.
In 2025, intentional media buying isn’t just a best practice—it’s a strategic necessity. In a digital landscape plagued by quality concerns and growing performance pressure, advertisers are becoming far more discerning in where they invest.
Concerns around waste, brand safety, and personalization are at the forefront for most marketers. One recent report found that 10% of global open programmatic ad spend—roughly $701 million—went to MFA sites in Q1 of 2025 alone. Bot traffic is on the rise, now accounting for 37% of all internet traffic. For the first time in a decade, automated traffic has overtaken human traffic, a trend largely driven by the explosion of low-quality, AI-generated content. At the same time, signal loss and rising privacy expectations are making it harder to reach target audiences using traditional identifiers.
Economic volatility only intensifies these pressures. As budgets tighten, scrutiny on media investments increases. Every dollar must work harder, and leaders are expected to prove ROI faster and more rigorously than before.
Curation offers a powerful response to these many challenges. Curated deals, often powered by first-party data and contextual targeting, enable advertisers to deliver more relevant messaging in trusted environments—while also respecting user privacy. By bundling premium, brand-safe inventory with privacy-friendly data signals, curated deals help advertisers reach audiences in the right moments, minimize waste, and drive measurable performance.
The growing emphasis on intentional ad investment reflects a deeper recognition: In today’s media landscape, quality and performance are no longer separate considerations.
Low-cost media placements might cost less upfront, but they often underperform. Campaigns run on unvetted sites can suffer from low viewability, weak engagement, or poor conversion rates. These hidden costs—from wasted impressions to brand safety risks—can easily outweigh any initial savings.
In contrast, curated deals allow advertisers to focus on inventory that’s prepackaged for relevance and engagement. For example, a baby and toddler brand running holiday promotions might use a curated deal built around parenting lifestyle content with high engagement from millennial parents. Or, a financial services company could activate a curated PMP featuring premium business publications, reaching high-intent readers in trusted, high-attention environments.
These kinds of curated activations allow advertisers to align messaging with contextually relevant content, avoid fraudulent or wasted impressions, and reach audiences in environments that drive stronger outcomes. In an economic environment where every dollar is under increased scrutiny, this kind of precision is critical. While curated media may not always offer the lowest upfront cost, it can deliver stronger value by reducing waste and supporting more focused, results-oriented investment.
As media buying becomes more complex, efficiency and precision are growing increasingly important. Curated deals support both goals—not by replacing DSPs, but by working in tandem with them.
By filtering inventory based on performance criteria, brand safety, and contextual relevance, curation simplifies the early stages of the media buying process. By the time this inventory enters a DSP, it is already optimized for different campaign goals, allowing buyers to focus on optimizing bids and managing campaign performance in real time.
This can help improve operations across the board. When incorporating curation within a holistic media strategy, teams spend less time fixing inventory issues and more time refining strategy. And when curated inventory is available within a unified platform that also includes search, social, and open marketplace programmatic, the benefits are even greater. Rather than managing multiple point solutions and reconciling data across different dashboards, teams gain a more streamlined workflow, cross-channel optimization, and unified reporting.
Together, these capabilities help advertisers reduce waste, improve outcomes, and respond more confidently to performance expectations. And for CMOs and agency leaders, they provide better visibility into campaign performance, which is key for building compelling business cases for media investments.
To get the most from curated media, advertisers need to take a thoughtful approach. Teams should look for partners and integrations that are clear about how inventory is curated—including the data used, the filtering logic applied, and the deal structures or fee arrangements behind it. Transparency is essential, especially as more solutions in the market begin labelling themselves as “curated” without meaningful differentiation.
Perhaps equally important is taking a holistic approach. Curated media shouldn’t operate in isolation. The most effective strategies embed curation into broader omnichannel campaigns—and ideally within platforms that support unified workflows across multiple channels. This ensures that curated media supports larger business goals and works alongside other channels and strategies.
Finally, performance measurement is key. Advertisers should track how curated media performs compared to non-curated environments, with attention to both engagement and cost efficiency. Premium pricing may be justified if the results are there, but it takes intentional measurement to know when and why that’s true.
The growing momentum behind ad curation reflects a broader industry shift toward transparency and precision. It signals that advertisers are moving away from volume-driven tactics and instead prioritizing inventory that delivers measurable impact while maintaining brand safety standards.
For agency and brand leaders, this shift presents both an opportunity and a strategic imperative. As generative AI and advanced data signals continue to evolve, curation will grow even more sophisticated, enabling more intentional contextual targeting while maintaining privacy standards. Those who integrate curated approaches in a thoughtful way now—combining them with data-driven strategies and cross-channel optimization—will be better positioned to demonstrate clear ROI, defend investments to key stakeholders, and gain a competitive advantage in the increasingly complex digital media landscape.
In this episode, Nova Chief Commercial Officer Matt Barash joins host Noor Naseer to challenge how the advertising industry works on a fundamental level.
As holding companies undergo seismic shifts and agencies battle inefficiency, Matt argues that workflow is more than an operational layer: it’s a business system of record. He explores the disconnect between creative, media, and tech teams, the hidden costs of outdated tools, and why most adtech platforms undervalue the infrastructure agencies rely on. From the rise of AI copilots to the future of real-time creative optimization, this episode unpacks how marketing organizations can either evolve or be left behind.
Holiday shopping habits are changing so fast that, for advertisers, crafting campaigns can feel like trying to hit a moving target.
Frustrating as these shifts may be for marketers and media planners, their emergence marks an evolution in the marketing funnel that’s critical for advertisers to understand. As platforms increasingly blur the line between browsing and buying, traditional shopping patterns—such as the gradual build from early research to Black Friday purchases—are giving way to more condensed customer journeys. The rise of social commerce, in particular, highlights this shift.
Below, we break down the trends behind this evolution—and what marketers need to do to evolve their strategies for the holiday season and beyond.
The digital marketplace is now firmly entrenched as holiday shoppers’ top option: In 2024, 90% of gift givers purchased gifts online vs. 68% who purchased them in-store.
However, the journey to purchase remains a hybrid one: This year, most shoppers plan to split their gift buying between online and in person, while just 5% expect to shop exclusively in person and only 8% plan to shop solely online.
In this context, to best capture holiday spend, marketing teams should craft digital-first strategies that reach consumers seamlessly across both online and in-store touchpoints. Doing so will require a deeper investment in understanding how target audiences behave across both spaces.
Among shoppers looking for inspiration, social media has firmly established itself as a core resource. In 2024, social platforms ranked third through sixth among the most-used sources for gift ideas, behind only friends and family and search engines.
But social media is growing from a space primarily for inspiration into a destination for product discovery and purchasing as well. US retail social commerce is forecast to grow from $85.58 billion in 2025 to $137.06 billion in 2028—and this holiday season, social commerce is set to play an even greater role in guiding shoppers’ journeys.
As these shifts take hold, advertisers need to reframe social media not just as an awareness tool, but as a full-funnel driver of holiday sales. By matching their strategies to evolving consumer behavior through social commerce adoption, brands can gain a competitive edge this holiday season.
Social commerce is gaining traction across all age groups, with 18% of US consumers planning to buy gifts directly through social media this holiday season. That figure jumps to 26% for millennials and 35% for Gen Z, underscoring the channel’s long-term potential—and the need for advertisers to adapt their strategies to fit these consumers’ behaviors and expectations.
Younger generations are especially important for brands to reach given their growing economic influence. Millennials now represent the largest generation in the US, with significant spending power. Gen Z, which is on track to be both the largest and wealthiest generation in US history, is poised to surpass Baby Boomers in spending in just a few years. And on the heels of Gen Z, Gen Alpha’s economic influence is projected to reach a whopping $5.46 trillion by 2029.
To build relevance with these consumers, brands should establish robust social media presences and strategize around how to leverage social as one aspect of a hybrid, omnichannel approach to holiday campaigns. For maximum impact, teams should prioritize platforms where their target audiences are most engaged and ensure their creative and messaging align with each platform’s unique shopping behaviors.
What’s happening on social platforms offers a window into broader shifts across digital advertising. This holiday season, 9% of all shoppers report plans to purchase a gift directly through an online ad. Among millennials, that number rises to 14%.
These behaviors point to a shrinking gap between inspiration and purchase, as platforms increasingly streamline the path to conversion. And it’s not just happening on social media: Other channels are evolving in the same direction, from shoppable TV to commerce media more broadly. For advertisers, capitalizing on these trends means designing holiday campaigns that collapse the funnel: meeting consumers where they’re inspired and making it easy to convert in the same moment. This marks more than just a shift in tactics—it requires a fundamental rethinking of strategy, where media, creative, and commerce are planned as a unified experience.
Online shopping is reshaping the path to purchase, particularly during the holiday shopping season. To capture demand, advertisers must embrace digital-first strategies that reflect the new funnel: one where inspiration and conversion can happen in the same moment on virtually any channel.
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Looking for more insights to inform your holiday campaigns? In our latest webinar, Get Ahead of the Holidays: Your June Jumpstart to Q4 Wins, digital advertising experts explore exclusive holiday shopping research and unpack what it all means for advertisers.
What makes an ad "acceptable"? And who gets to decide? In this episode, Terry Taouss, President of the Acceptable Ads Committee (AAC), joins host Noor Naseer to explore why user experience is at the heart of ad standardization.
Terry discusses the AAC's research-driven approach to setting ad standards, how the committee balances industry needs with user rights, and common misconceptions about ad blocking. This conversation is a must-listen for anyone navigating the future of sustainable, user-first advertising.
The 2025 holiday season is poised to arrive amidst a perfect storm of economic woes.
High interest rates, persistent fears of a recession, worsening consumer confidence, and job market concerns are creating a high-pressure environment. While inflation has cooled slightly, the lingering effects of the past few years—coupled with current challenges—are squeezing consumers and businesses alike.
Even so, holiday retail projections still forecast growth. Research shows that 90% of US holiday gift givers plan to spend the same amount or more than they did last year. However, this isn’t a sign of confidence—it’s a reflection of rising prices. Most consumers who plan to spend more are doing so to maintain tradition, not because they feel financially optimistic.
At the same time, marketers are being asked to drive performance with fewer resources and higher expectations. The majority anticipate budget cuts due to ongoing economic volatility, and pressure to prove ROI is intensifying.
Succeeding in this environment means focusing deeply on value: not just providing discounts, but delivering relevance, reliability, and trust. And it means using the holiday season strategically—both to boost Q4 revenue and to create opportunities for long-term growth and customer retention. The brands and advertisers that seek to understand this year’s holiday shoppers, show up with purpose and precision, and deliver value while staying emotionally resonant will be the ones that stand out in this year’s crowded, cautious market.
In 2025, holiday shoppers aren’t necessarily expecting to spend less, but they are planning to spend with more scrutiny. Amidst shifting economic pressures, shoppers are setting budgets—more than two-thirds say it’s important to set a budget, and over half plan to stick to it—and are being more selective in how they allocate their holiday dollars.
This caution underscores the importance of value for 2025 holiday shoppers. Some are spending more just to get the same number of gifts as in years prior, while others are actively scaling back. In either case, spending is more calculated, and there’s heightened sensitivity to cost and convenience.
“Given that consumers are still spending, but doing so more thoughtfully, advertisers should focus on messaging that builds both urgency and confidence,” says Page Kelley, Basis’ Group VP of Integrated Client Solutions. “That could look like time-sensitive promotions that motivate action within tighter budgets, bundled gift offers that highlight value, or other tactics that reinforce smart, cost-conscious choices,” she says.
This holiday season, intentional spending will require intentional marketing. Advertisers who speak directly to the needs of financially cautious consumers will be best positioned to earn attention, trust, and long-term loyalty.
To succeed in 2025, advertisers also need to learn from the 2024 holiday advertising season. Last year, shoppers cited high prices, shipping delays, and limited inventory as their biggest holiday frustrations. These issues not only impact short-term sales but also can erode brand trust.
That trust is even more fragile in today’s economic environment. Rising prices remain consumers’ top concern outside the holiday season, and when wallets are tight, expectations are often higher. Shoppers have less patience for friction and will be less likely to shop again with brands who can’t deliver on the basics.
In this context, operational excellence is more than a behind-the-scenes function—it’s a core part of brand strategy. Accurate inventory, dependable shipping, and competitive pricing can serve as powerful differentiators during the 2025 holiday season. Considering this, marketing efforts should be grounded in what the business can reliably deliver. When marketing and operations are aligned, brands can both drive conversions and build confidence. And in the long run, that confidence can be the difference between a one-time buyer and a loyal customer.
The days of planning holiday campaigns around a single weekend (or even a few) are well in the past. In 2025, shoppers are continuing the trend of kicking off their holiday buying early and spreading purchases out across months or weeks, not days. In fact, 63% say they want to finish their shopping as quickly as possible (which could be before events like Black Friday and Cyber Monday). And more than half say they shop year-round to take advantage of sales. For marketers, this creates both a challenge and an opportunity: The path to conversion is often longer, more fragmented, and harder to pin down, but it’s also rich with potential for testing, learning, and sustained engagement.
Savvy advertisers will use the full arc of the holiday season to their advantage. “Holding budgets until the very end of the cycle—post-Thanksgiving, for example—can leave marketers flat-footed, without the build-up needed to truly understand and engage shoppers,” says Kelley. Instead, teams should prioritize using earlier moments to test creative, warm up audiences, and understand which segments are most likely to convert. Using the full span of Q4 to build momentum ensures that each dollar works harder when peak demand hits.
Of course, that doesn’t mean that teams can afford to overlook high-intent retail windows, such as the week before Christmas: “Brands need to show up with strong, compelling offers during those times to avoid disappointment or brand switching,” says Kelley. “But staying present and relevant across the full journey is key.”
Ultimately, holiday advertising isn’t just about driving a single sale. It’s about using the extended season to build brand trust, optimize performance, and convert high-intent buyers into long-term customers.
Amidst economic uncertainty, many shoppers have heightened expectations around value. While 79% of global consumers reported trading down in Spring 2025, that doesn’t always mean cutting back on quantity or turning to discount stores. More than half now actively hunt for deals with every purchase, while others are shifting spend across categories, cutting back on one area to splurge in another. In this environment, it’s critical for marketers to prove value.
But value isn’t always just about cost. It’s about convenience, consistency, and confidence that a product is worth the investment. With more than one-third of consumers reporting cross-category trade-offs, marketers must be clear: Why should someone choose your product over a competitor’s? What lasting value does it deliver?
In this landscape, promotions, loyalty programs, and free shipping are now the norm, not a perk. “Marketers can lean into personalizing both messaging and incentives by using segmentation based on past behavior or loyalty status,” says Kelley. “Building momentum through well-timed promotions can also help generate organic buzz, allowing your budget to stretch further.”
At the same time, emotional resonance still matters. The holidays are a time of joy, connection, and tradition—especially during periods of volatility or uncertainty. Campaigns that pair clear value with thoughtful storytelling will earn trust, drive results, and leave a lasting impression that can extend well beyond the holiday season.
In a year defined by economic uncertainty and financial caution, advertisers must align their holiday strategies with the realities of the moment. That means spending efficiently, showing up consistently, and speaking directly to holiday shoppers’ desire for both value and connection.
“The most effective holiday plans build momentum that carries into the new year, not just a spike that fades in January,” says Kelley.
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Want even more insights into how to maximize holiday campaigns in 2025? Our newest research report, 2025 Holiday Shopping & Advertising Trends, explores insights from a GWI x Basis ImpactIQ survey of 2,000 US consumers and unpacks the key trends that advertisers need to know about holiday shopping this year.
From the rise of ad-supported streaming and direct-to-glass strategies to shifting consumer behavior driving FAST adoption, the world of TV advertising is evolving, well...fast.
In this episode, Tony Marlow, CMO of LG Ad Solutions, joins host Noor Naseer to unpack the TV trends marketers can't ignore in the CTV-first era. Listen in to gain insights around shoppable ads, measurement, AI-fueled creative and segmentation, and how marketers can better plan and optimize campaigns in an increasingly fragmented TV landscape.
