Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.
The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube’s move positions it as a central hub for scalable, data-informed influencer marketing.
The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube’s move positions it as a central hub for scalable, data-informed influencer marketing.
The news: At Cannes Lions 2025, Meta introduced 11 new generative AI ad features—ranging from dynamic image-to-video tools to brand-safe creative automation—and confirmed a $14–$15 billion investment in Scale AI, securing a 49% stake. These new Advantage+ tools aim to help advertisers, particularly SMBs, generate personalized, performance-optimized content at scale. Our take: Meta’s Cannes push underscores its dual strategy: democratizing high-impact creative through automation while investing in foundational AI infrastructure. The tools offer clear short-term ROAS gains, but Meta must still walk a fine line—scaling ad personalization without overwhelming users or alienating agency partners that still prioritize creative control.
Consumers aren’t just looking for deals—they’re looking for brands they can trust. Nearly 80% of consumers say they’d be more likely to try a new retailer if it appeared in their bank’s rewards program, according to a new report from EMARKETER and Chase Media Solutions.
Netflix House shows the power of brand marketing: The streamer’s retail play capitalizes on cheap real estate and consumer demand for experiences.
E.l.f. SKIN is blending product marketing and comedy with “Sunhinged,” a comedy special that doubles as a PSA for sun protection.
On today’s podcast episode, we discuss how retailers are approaching their DEI initiatives under the current administration, the impact of staying quiet this Pride Month, and where the discussion around DEI goes next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Paola Flores-Marquez, and Dr. Marcus Collins—author and Professor of Marketing at the Ross School of Business at the University of Michigan.
68% of US LGBTQ+ adults say all or most companies participate in Pride Month to boost business, while just 16% believe it’s driven by genuine support, per a January survey from Pew Research Center.
The news: Amazon announced its Prime Day event will run from July 8 at 12:01 a.m. PDT through July 11, starting eight days earlier than last year and lasting twice as long as previous events. Our take: Amazon recognizes that while consumers have grown more selective about when and where they spend, many will still jump at the chance to save if they find compelling offers. By extending Prime Day’s duration, adding tech-driven shopping tools, and broadening its footprint across countries and third-party sites, Amazon is turning the event into an inescapable, large-scale retail moment. Even in a margin-squeezed environment, the visibility and sales potential of Prime Day may be too significant for sellers to pass up.