The Current

"Whether you are selling products or influencing voters in this Golden Quarter, the marketing fundamentals remain the same: Know your audience, reach them in their key environments and deliver messages that resonate based on fresh insights." LoopMe's Head of Political, Robin Porter, explains what's driving this year's unprecedented election ad spending in the final stretch and the impact real-time reactions are having on delivering hyper-targeted campaigns to capture voter attention. #marketing #AI #connectedTV

British marketers may not experience the glitz and glamour that their American counterparts do during the annual upfronts and NewFronts, but the IAB UK's Digital Upfronts still offered them plenty to applaud as they wrapped up last week. We were on-site to unpack the industry's biggest trends, innovations and successes as British marketers prepared their 2025 media plans. #IABUpfronts #retailmedia #connectedTV

Buying models, as well as cross screen measurement between broadcast TV and streaming are becoming more sophisticated. TV in all forms, even on the traditional side, is becoming more data driven and addressable. Marketers are getting closer to seeing across the entire landscape so they can optimize their campaigns. #streaming #marketing #connectedTV

More and more, brands are under pressure to figure out if they should attach to cultural or social issues, or stay out of those issues all together. Some of that pressure comes from consumers themselves. President of Doner, Ben Grossman says it all comes down to a brand being in sync with the culture in an authentic way. With many of Doner biggest campaigns being mission driven…he’s got a lot of credibility. On this week’s episode of The Current Report, Grossman explains why it’s all about a brand connecting with a story and not just a message: https://bit.ly/3YoCC2z #streaming #marketing #advertising

Mike Bregman, chief activation officer at Havas Media Network joined us in The Current studio at Advertising Week New York earlier this month for a wide-ranging conversation on the state of programmatic. Hear him speak to our Editor-in-Chief Stephanie Paterik on why pressure is mounting for the supply chain to deliver value, how marketers can harness omnichannel data points, his take on the “cookie-loss future” and an unpopular opinion about keeping AI in check: https://bit.ly/3BZWYaQ #programmaticadvertising #adtech #AWNewYork2024

Inside this edition of The Current: - Two years after Netflix launched its ad business, the streamer is reporting rising streaming profit, noting that its ad tier is driving sign-ups. It's in good company as the competition is in the black, too. - Havas Media Network's Chief Activation Officer shares his unpopular opinion on AI, his take on the "cookie-loss future" and what he views as the most important signal. - Are podcast hosts the new "more-trusted" social influencers? SiriusXM Media's Lizzie Collins joins The Current Podcast to discuss the power of podcasts for influencers and how podcasting fits into omnichannel strategies. #streaming #advertising #marketing

While co-CEO Greg Peters was quick to say advertising isn’t a material driver of its revenue yet and still won’t be in 2025, he predicts ad revenue to double next year. By that time, the ad server it is building will be up and running in all 12 markets that offer ad plans. This could enable Netflix to scale its ad monetization plan to catch up to the immense inventory it has. #streaming #advertising #connectedTV

Are podcast hosts the new “more-trusted” social influencers? SiriusXM Media’s Lizzie Collins joins The Current Podcast to discuss the power of podcasts for influencers, the most popular podcast genres across the SiriusXM network, the growth of women’s sports, utilizing AI and how podcasting fits into omnichannel strategies. Listen: https://bit.ly/3AbPFw4 #omnichannel #AI #marketing

A recent analysis by EssenceMediacom using GroupM and Ebiquity data argues media buyers may be spending too much money on paid social channels — up to three times more than the ideal amount for growth. Now that people are spending more of their time on open internet channels like connected TV (CTV) and audio than social media, should marketers shift their spend too? #socialmedia #connectedtv #marketing

PayPal is entering the retail media gold rush by launching its own ad network. With over a trillion dollars of digital transactions running through PayPal every year, 400 million active accounts, and 35 million merchants on the platform, Head of Paypal Ads, Dr. Mark Grether believes this 360° view differentiates PayPal from the rest of the retail media network market. Listen to this episode of The Current Report where Grether talks about why the moment is right for PayPal Ads to launch and the lessons he’s bringing over from building Uber's ad business: https://bit.ly/3YwNmx3 #retailmedia #digitaladvertising #advertising