Download our new research report to explore how B2B marketers are navigating the tension between short-term lead generation demands and the long-term value of brand investment. |
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JUNE 27, 2025 |
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True or false? More gamers actively ignore in-game advertisements than find them helpful. |
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TOP STORY |
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Small- and medium-size businesses (SMBs) are increasingly relying on social media as a key marketing tool—but over half are struggling to keep up with the rapidly evolving landscape, per Verizon’s 2025 State of Small Business report. |
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IN THE NEWS |
Influencer marketing gains momentum as trust shifts to creators. Fans trust creator recommendations—giving brands a chance to “have creators tell stories on their behalf,” according to Arthur Leopold, head of creator content ad platform Agentio. Read online |
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Other headlines: |
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Linear ad impressions are declining—so why are advertisers investing more? Marketers are sharpening their focus on quality outcomes and placements rather than streaming’s metrics capabilities. Read online
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Publishers struggle to turn social media engagement into website traffic. Referral traffic is declining for publishers, which are trying new strategies to attract users from outside their own websites. Read online | | | |
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ANALYSIS |
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Media and commerce continue to converge. Shoppable ads and other integrated marketing formats remain a focal point for retailers, social networks, CTV platforms, broadcast TV networks, and online publishers. As these lines blur, brands are seizing new opportunities to connect content and commerce. |
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Shoppable media offers two alluring advantages for marketers. The first is the potential to compress the purchase funnel, allowing shoppers to purchase products directly from the media they consume. The second is the potential for closed-loop measurement, as media placements can be directly attributed to ecommerce sales—bolstering performance tracking for media platforms and ad networks. |
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PODCAST |
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On today’s episode, we discuss our very specific, but highly unlikely predictions for 2025. What would happen if Google preemptively broke itself up, if online shopping flatlined, or if the audio ad space doubled in size? Tune in on Apple Podcasts, Spotify, or wherever you listen to podcasts. Or watch our video podcast on YouTube! Follow us on Instagram. “Behind the Numbers” is made possible by Cint. | | |
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