A U.S.-based World Cup poses unique problems and opportunities for brands. Activating creators away from the games may be the solution. Rather than centering activations in and around stadiums or relying on fans to tune into television broadcasts, brands are investing in creators ahead of kickoff, commissioning bespoke sponsored content, branded long-form series, and more, to drum up World Cup buzz from afar.

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OTHER THINGS TO KNOW

• From Digiday’s sister brand Modern Retail: At many brands and retailers, loyalty programs are organizationally siloed and incentivize only loyalty metrics — disconnecting them from the larger lifecycle marketing strategy. Sponsored by SheerID.
• With generative AI, teams that once produced five creatives per campaign are now producing 50. This only works if the team has structured creative analysis in place to extract what those ad variants reveal. Partner insights from Celtra.
• Publishers’ biggest concern about AI’s impact on business in the next two years is AI-powered search reducing referral traffic,according to a new survey from Digiday and Piano. Eight-five percent of respondents selected this. Partner insights from Piano.

PARTNER INSIGHTS FROM CLINCH

PARTNER INSIGHTS FROM APPSFLYER

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