Year: 2025
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B-to-C Events
The Brief: Farmer’s Barkets and Hair Monsters
This week’s hot takes on hot topics in experiential marketing cover Farmer’s Barkets, Pizza Plazas and Hair Monsters.
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Inside the Buy Side
CTV Isn’t The Future Of Advertising—It’s The Present
In May 2025, streaming officially surpassed both cable and broadcast combined, with connected TV (CTV) capturing 44.8% of all TV viewing. CTV has moved from an emerging channel to a mainstream force.
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B-to-B Events
Experiential Trend of the Week: AI Agents in Events
Experiential marketers have wasted no time experimenting with AI-fueled activations and applications to drive personalization and streamline the work behind the scenes. But this year, marketers are ready to accept AI as a member of the team. Enter: AI agents, which are shifting from “curiosities” to game-changing assistants for marketers and attendees. Demonstrating both its […]
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Data-Driven Thinking
The High Cost Of Bad Measurement: Why Randomized Geo Experiments Are The Gold Standard
The number-one job of a marketer is to invest budget wisely to drive sales. That inherently requires accurately measuring the performance of that spending. Yet most advertisers still rely on flawed measurement methods that systematically overstate performance and misallocate resources. The measurement crisis Even the smallest Fortune 500 companies generate roughly $10 billion in revenue, […]
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Branding/Marketing
5 Ways That Scrappy Brands Can Turn Limited Budgets into Unlimited Loyalty
Start-up brands that manage to disrupt sleepy categories can create an outsized cultural impact with the right approach. Here are five ways to gain traction.
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B-to-B Events
Five Ways Hendrick’s Uses its Peculiar Personality to Fuel an Experiential ‘Giniverse’
There are many ways to describe the Hendrick’s Gin brand, but “boring” isn’t one of them. Over the years, the company has built a peculiar “Giniverse”—inspired by the unusual way its liquid is distilled—and an assortment of eccentric live experiences to match. Take this year’s Tales of the Cocktail conference in New Orleans, LA, where […]
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B-to-C Events
CI Games Disrupts Gamescom with a Dark Fantasy Tattoo Sanctum
Fans of video game Lords of the Fallen are hard core, and CI Games knows its audience. So for the sequel reveal at Gamescom 2025, held Aug. 20-24 in Cologne, Germany, the independent video game developer and publisher brought the game’s dark fantasy world to life on the show floor with a themed activation called […]
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The Big Story
Calculating The Odds On The Google Spinoff
Will Google need to spin off its ad exchange and ad server? Court is in session in Virgina, with the DOJ and Google advocating for completely different remedies to Google’s sell-side ad tech monopoly.
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CTV Roundup
Europe Is Ahead Of Us On Convergent TV, Says tvbeat CEO Robert Farazin
Marketers are buying more CTV inventory programmatically than ever before. But what about linear inventory?
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Programming
NBCU-YouTube TV Fight Begins
Whispers began trickling out Thursday about a potential carriage dispute between NBCUniversal and YouTube TV. Hours later, the two companies took their feud public and warned consumers that NBCU’s portfolio of networks may go dark on the vMVPD.
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