AI is reshaping how audiences discover and engage with content, from Google AI Overviews to generative AI search engines. As a consequence, marketers must not only optimize content for human readers, but also ensure it’s machine-readable, AI-indexable and structured for both people and AI. A guest piece from Tim Morral, SVP of Content at Walker Sands, looks at the strategic adjustments marketers must make to maximize reach in both search engines and genAI platforms.

In a recent Meltwater report examining shifts and disruption of digital channel usage, TikTok came out on top with the greatest consumer spend, average time spent per user and average number of monthly sessions. However, among all online channels, people turned to consumer reviews and brand websites for product research more often than social media. Here’s a review of the Meltwater report's key findings.

For the launch of its new nipple shield, baby product brand Munchkin is activating a 360-marketing campaign across CTV, out-of-home, major retailers and social. The brand’s recent VP of Marketing discusses the challenges of billboard creative approvals, why Munchkin is using OOH for the first time, its video-first marketing strategy and more.

Lastly, determining the value of your marketing investment requires looking beyond ROAS for a full-funnel view, according to columnist Scott Blessman, VP of Analytics and Data Insights at Goodway Group. He outlines a strategy to better understand your marketing performance, which includes a combination of media mix modeling, scenario modeling and incremental testing.

Until next week,