Category: Education

  • Day Trading Attention Book Club: Week 1 Recap

    Day Trading Attention Book Club: Week 1 Recap

    Labor Day’s behind us, the pumpkin spice is flowing, and at Vayner that means it’s Q4 grind time which is basically the first day of school for marketers. To kick things off, our CMO Avery Akkineni and VP of Core Relationships, Nick Dio went live on LinkedIn with the launch of our Day Trading Attention Book Club, a weekly series running all September where we’ll be breaking down the biggest ideas, chapter by chapter, from our favorite CEO, Gary Vaynerchuk’s, latest book.

    If you missed the live session… no worries, there’s no pop quiz 😉 but keep scrolling for your TL;DR.

    What Is Day Trading Attention (Really)?

    Gary’s idea is simple but seismic: attention is today’s most valuable currency in marketing.

    Brands that know how to spot, capture, and leverage attention in real time are the ones who are winning.

    And before we get into all the details, this is not just about platforms or ads… it’s about culture. Whether it’s billion-dollar empires or a really cool guy on a longboard with cranberry juice, the throughline is the same: attention runs the show.

    Chapter 1: The TikTokification of Social Media 📱

    Remember when only TikTok had swipeable short-form video? That feels like ancient history. Now, every platform from YouTube, Instagram, Facebook, to even LinkedIn followed suit. (AND let it be known, Gary wants you to be posting on all of them!)

    The main takeaway from the evolution of these platforms is to note that we’re in the ✨non-follower era.✨ That means your content wins not because you have 10M followers, but because the algorithm sees people engaging with it. Wedding posts, a fall haul, an ootd for school, or your uncle’s viral Facebook rant… the playing field is wide open.

    This is absolutely exciting for brands and creators, but it’s not easy without strategy, so let’s break it all the way down.

    Speed Is the Strategy ⚡️

    If there’s one word that defines Day Trading Attention, it’s speed. 

    Culture moves fast. Remember that trend from… two weeks ago? Exactly. 

    Brands need to move faster. Wait four days for approvals? The moment’s already over. You can’t trend-jack everything, but you can’t afford to miss the right moment either.

    Chapter 2: The Modern Advertising Framework

    The Vayner framework is an integrated flywheel where strategy, creative, and production move together at the speed of culture and feed the creative we’re producing for brands.

    Instead of siloed teams handing off briefs for weeks at a time, insights are flowing in real time and are informing the content that’s relevant today.

    The Rise of the Personal Brand

    Another big theme in today’s social media era is people trust people. Consumers want real product reviews, behind-the-scenes moments, and the messy human stuff…not polished perfection.

    Whether you’re Beyoncé, or a small business owner, building an authentic personal brand is a massive unlock.

    Pro tip: Don’t overthink your credentials. You don’t need a Wharton degree to share your POV. You just need to show up consistently and authentically with your audience.

    Making Content Out of Culture 🎾

    From The Eras tour to the US Open, cultural moments are MASSIVE opportunities for marketers to show up authentically and fast.

    At Vayner, even our client outings double as content engines. Instead of just hosting at the US Open, we captured insights, asked mini mic questions, and turned it into LinkedIn content that reached hundreds of thousands of viewers.

    Don’t just slap on a logo, and call it a day. The real impact comes from being in the mix and gathering insights that will continue creating content and reach long after the event is over.

    Your Homework This Week: Read the Book (Or Join Our Book Club) 🎒

    No pop quizzes, but there is homework 😉

    Join us live every Wednesday this September as we continue to unpack Day Trading Attention, chapter by chapter, hosted by key Vayner Voices.

    Want to catch the live replay from Week 1?  👉  Watch on YouTube

    Want a hard cover copy to bring on your commute? 📚 Grab Gary’s book here

    See you this Wednesday, September 10th, at 11am ET for our next book club session! RSVP here

  • From Influencers to Instant Checkout: Why Live Shopping Is the Next Big Play for Brands

    From Influencers to Instant Checkout: Why Live Shopping Is the Next Big Play for Brands

    This isn’t the influencer marketing you think you know. At VaynerMedia, we’ve been working with creators, affiliates, influencers, and talent for years, but between the rise of affiliates, the explosion of TikTok Shop (they’re pulling in over a BILLION dollars a month in the U.S. alone 👀), and the fact that people can now buy from their feeds in seconds instead of weeks, the game has officially changed. Every swipe is a signal, and every signal can turn into a sale.

    I sat down with our EVP, Commerce, Zubin Mowlavi, in a recent webinar. Zubin is an absolute fountain of knowledge in the commerce space and we dove deep into what’s really happening and why live shopping is shaping up to be one of the biggest brand opportunities we’ve seen in years.

    If you’re ready to put this into action today, keep on scrolling for the highlights.

    The Funnel Flip

    For years, the buyer journey looked like this: discover a product → think about it → see a retargeting ad → maybe get an email…and then eventually hit checkout. That whole process used to take days, or (omg can you believe it)…weeks.

    Social commerce has compressed that into seconds. On TikTok Shop, a product can go from “never heard of it” to “delivered to my doorstep” with one thumb swipe on a video. The funnel hasn’t just changed, it’s been turned completely upside down.

    Affiliates: The Keys To the Future of Live Shopping for Your Brand 🔑

    Affiliates aren’t just sharing links. They’re the people talking to your consumers on a daily basis. Having real conversations, building trust, and sharing insights at a scale brands could never pull off alone.

    Think of affiliates as curating mini storefronts that consumers actually want to shop. Each creator builds their shelf with products they genuinely love, and their audiences discover (and buy) based on that trust.

    The brands leaning into this shift in influencer marketing aren’t just selling more, they’re driving discovery in a way that feels authentic, and earning long-term loyalty.

    The Flywheel Effect

    Winning in live shopping is all about running a tight playbook. 

    Here is a four-step flywheel:

    1. Select partners with real cultural fit and sales history.
    2. Coach them with briefs that feel more like sales tips than brand manuals.
    3. Capture both the metrics and the qualitative insights and discover why something worked, or didn’t.
    4. Scale what’s working and tweak what isn’t.

    It’s fast, scrappy, and built for constant learning. What once took six months to test now happens in a single week.

    Rethinking Brand KPIs

    ROAS and CAC aren’t going away, but social commerce comes with its own scoreboard. We’re talking about:

    • Affiliate conversion rate (how many say “yes” to your outreach)
    • Revenue per video (because every TikTok video has a dollar sign attached)
    • Creator lifetime value (not just one post, but the ripple effect over time)

    Small signals add up quickly and they can reshape your entire business growth model if you’re tracking the right ones.

    Rewarding Creators the Right Way

    In 2025, brands should be thinking about affiliates like they’re your business partners. That means thinking beyond flat commissions. Some brands are experimenting with performance-based equity, while others are giving affiliates deeper data access to help them sell better with their niche, trusted audiences.

    The point is when you treat affiliates like co-strategists of the brand, the loyalty (and sales) are MASSIVE opportunities.

    You Got the TL;DR. Now Where Do You Start?

    Keep it simple:

    • Identify 15 affiliates who fit your brand and already drive results.
    • Test 5–7 products or bundles before trying to sell your entire catalog.
    • Hold weekly insight standups to capture what’s working and why.

    Remember, every swipe can be a signal. Every signal can be a sale. And the brands that lean into this shift now will be the ones setting the pace for 2026.

    👇 Want the full playbook from our team? Catch the live replay on our YouTube.

    👉Want to partner with us? Drop us a line!

  • An Update on the Underpriced Attention: The FYP Gets Social Proofed

    An Update on the Underpriced Attention: The FYP Gets Social Proofed

    Your brand strategy probably needs to change and Instagram just dropped THREE NEW features to prove it. We’re officially in the non-follower era, where the majority of views come from people who don’t follow you, and Instagram’s newest features, Reposts, Friends Map, and Friends Feed, are built for that reality.

    This isn’t just a platform update; it’s a wake-up call to rethink how you create, distribute, and measure your content. Brands that adapt quickly will earn outsized reach and engagement while everyone else plays catch-up.

    To help you move fast, the PAC (Platforms, Algorithms, and Culture) team, EVP, Peter Chun, and I broke down exactly what these changes mean, why they’re a massive opportunity, and how to take advantage right now.

    You can watch the full session here or keep scrolling for the TL;DR.

    The New Era of Social

    Let’s be real, social media is a landscape that changes faster than the seasons and we’ve been tracking the shift. On many of our top-performing Instagram Reels, between 99.2%-100% of views are coming from people who don’t follow the accounts. Instagram’s latest features aren’t just updates; they’re built to fuel this trend.

    This is the “non-follower era,” and it demands a different creative approach. Instead of producing content only for your loyal audience, you need to create posts as if it’s someone’s very first impression of your brand.

    The “P” and “A” of PAC: Platforms and Algorithms

    Let’s talk about the big picture: our PAC framework is built on three pillars, but right now, Platforms and Algorithms are the ones that matter most.

    The platforms are constantly releasing new features, and they all seem to slowly evolve from one platform to the next. The key is to adopt these new features early. Why? Because the platform wants to see how they perform, so they’re likely to give your content a boost. Brands need to think like creators and jump on these opportunities.

    The algorithms are all about primary metrics and understanding user behavior. Your content’s success isn’t just about views; it’s about what people do after they see your content. We’re talking about shares, comments, and, now, reposts. This is the power of what our team calls “underpriced attention.”

    Instagram Reposts: DM’s with a Megaphone 🙂 

    The headline feature everyone is talking about is the new repost button, which functions similarly to the retweet on X, or the repost on TikTok. It’s a game-changer because it builds off the behavior of sending DMs and makes it public; it’s your DMs with a megaphone. When a follower reposts your content, their followers will see it in their feed. This gives your content a massive organic reach that would have been impossible before.

    So, how can you use this?

    • Repost your top performers: Give your best content a second life by reposting it with a new note or a fresh perspective.
    • Give love to sub-brands or clients: If you’re an agency or a larger company, reposting content from other brands you work with or that you admire is a great way to show off what you’re doing and build community.
    • Connect with your community: Repost a fan’s post featuring your product. It’s a powerful way to show your brand’s empathy and connectivity, and it can completely change how people perceive you.

    Friends Map and Friends Feed: A New Way to Connect

    These two new features are all about seeing what your connections are doing.

    The ‘Friends Map’ lets you see content that has been tagged with a specific location from people you follow. The key takeaway for brands is simple: use location tags. If you’re a restaurant, a retail store, or even a brand hosting an event, a location tag is a new way to get discovered.

    The ‘Friends Feed’ is a curated feed of public Reels that your friends have liked, commented on, or shared. For brands, this is about understanding the mindset of the “group chat.” Create content that is relevant and so “on-the-nose” that people will want to tag their friends in it. The more conversation you can drive, the more organic distribution you’ll get.

    *We recommend that brands keep their locations private unless there’s an intentional reason to be discovered. We’ll be keeping close tabs on how use cases for this feature evolves.*

    If you’ve made it this far…

    The non-follower era is here to stay. While followers are still important, the new Instagram features are a clear signal that the platform is prioritizing discovery and shareability. The best thing you can do? Move fast. Experiment. Don’t be precious.

    As a brand or marketer, you have a massive opportunity to use these new features to reach new audiences and drive real value. Now get out there and start posting (and reposting!).

    Curious for more?

    Watch Peter, and I break it all down, live, on Linkedin and Youtube.

    And if staying ahead of the industry curve is your thing (it should be), hit follow on LinkedIn. We’re sharing insights, trends, and bold hot takes weekly. 

    Wanna chat? Drop us a line here

  • Winning the Super Bowl: Brand Playbook 2025

    Winning the Super Bowl: Brand Playbook 2025

    The Super Bowl is a cultural moment, a social media battlefield, and a brand-building opportunity like no other. At VaynerMedia, we see this moment as much bigger than a single 30-second spot. Here’s our take on the trends shaping this year’s Super Bowl marketing landscape and how brands can maximize their impact.

    Social Media Is the Real MVP (If You Actually Understand the Platforms)

    More than ever, social media is the engine that drives Super Bowl buzz. Even brands without a national TV spot can make a splash by showing up creatively in real time. With a single piece of social creative capable of racking up millions of views, we’re seeing brands embrace “surround sound” strategies—leveraging social to amplify their message far beyond the game itself.

    With the looming uncertainty around TikTok, expect brands to diversify their channel strategies. YouTube, Snapchat, Instagram, and even X (formerly Twitter) will all play a bigger role in the conversation. The smartest brands will be platform-agnostic, creating native, platform-specific content that thrives in multiple digital spaces. 

    Rethinking the Celebrity Playbook

    For years, brands have treated celebrity endorsements as a guaranteed win. But in today’s landscape, it’s more about how they drive conversation beyond the spot itself rather than who you feature.

    We’re seeing brands leverage a mix of big names and emerging creators to reach different audiences at different altitudes. The best executions will blend mass appeal with the influence and cultural relevance of social-first talent.

    Real-Time Reactions Are Non-Negotiable

    The best Super Bowl strategies unfold in real time. The brands that win the night will be the ones that listen, react, and participate in the cultural conversation as it happens.

    Community management needs to be thought of as creative. It’s about showing up in a way that adds to the moment. Clever, well-timed comments from verified accounts can be just as impactful as a well-produced ad. Brands that embrace “commenting as creative” will find themselves at the center of the action.

    Is a $7M Super Bowl Spot Still Worth It?

    At VaynerMedia, we believe the Super Bowl is still the best media deal in town—if you get the creative right. The brands that will see the biggest return are the ones that build their campaign with proven social insights in mind.

    A great Super Bowl ad doesn’t exist in a vacuum. It’s a launchpad for a much bigger, multi-channel execution. Brands that validate ideas through social, create content that’s built to travel, and optimize for different formats will see the biggest payoff.

    The Post-Game Playbook

    Winning the night is one thing—winning the days after is another. Too many brands plan their post-game strategy in a vacuum instead of using real-time data to guide their next moves.

    The key is identifying the broader themes that resonate with audiences, not just the obvious viral moments. What did different consumer segments engage with? What conversations took off that your brand can build on? Super Bowl Sunday is just the beginning—smart brands will use it as a listening moment to inform their next wave of content.

    Gen Z Is Watching—But Differently

    Younger audiences aren’t experiencing the Super Bowl the way past generations did. They’re multi-screening, engaging with second-screen content, and consuming commentary from their favorite creators in real time. YouTube, in particular, has become their version of television, and watch parties and reaction content are just as important as the ads themselves.

    Brands that embrace this shift—by creating content designed for these secondary viewing experiences—will find new ways to connect with younger audiences.

    Extending the Moment Beyond Game Day

    One of the biggest mistakes brands make is forcing an extension plan that doesn’t align with how consumers actually respond. Instead of sticking rigidly to a predetermined playbook, brands need to be flexible and amplify what actually worked.

    That might mean leaning into a short-form cutdown that took off on YouTube Shorts instead of the full-length spot. Or maybe a meme, a reaction video, or a behind-the-scenes clip becomes the real cultural moment. Super Bowl marketing should be about sustaining relevance in creative, unexpected ways.

    The Future of Super Bowl Marketing

    The Super Bowl is still the biggest stage in advertising, but the game has changed. The best brands will show up everywhere consumers are paying attention, with content that’s built to move, spark conversation, and drive impact long after the final whistle.

    At VaynerMedia, we believe in a modern approach to Super Bowl marketing—one that blends creativity, agility, and a deep understanding of digital culture. And if this year’s game is any indication, the brands that embrace that mindset will be the ones that truly win the night.

  • How MUG Root Beer Turned a Meme Into Marketing Magic

    How MUG Root Beer Turned a Meme Into Marketing Magic

    Tapping Into the Moment

     

    MUG Root Beer has always been about two things: our iconic bulldog mascot, Dog, and the unfiltered chaos that our fans, the MUG Maniacs, bring to the table. This year, we took that energy and turned it into something completely unexpected: the MUG Dawg DNA Kit. Because who doesn’t want to know just how much dawg they’ve got in them?

    The Dawg DNA Kit was our tongue-in-cheek take on those dog breed DNA tests everyone’s been obsessed with. With our audience’s love for the phrase “Got That Dawg in You” (yes, we trademarked it), we knew we had the perfect opportunity to make some noise and own the moment.

    Building the Big Idea

     

    We created a spoof off of popular genealogy shows where the protagonist discovers he’s got that dawg in him. To bring it all together, we launched a test kit tied to the storyline and dropped it on our TikTok shop with the wild, over-the-top energy MUG Maniacs know and love.

    Turning an Idea Into Viral Energy

     

    On launch day, we hosted a TikTok Live featuring Dog himself—a move that not only sold out our kits in just two hours but also brought in 2.4 million unique views. From TikTok comments to conversations overheard in college towns and on NYC subways, people couldn’t stop talking about it. The campaign reached over a billion earned media impressions and racked up 40+ million social views in just three days.

    Finding the Right Balance

     

    Leaning into our audience’s love for Dog while keeping the campaign polished wasn’t without its challenges. We had to find the sweet spot between MUG’s unfiltered, chaotic humor and the broader appeal of a genealogy parody. By letting our signature humor guide every decision, we made sure diehard fans felt seen while welcoming new ones into the mix.

    Making Maniacs Out of Fans

     

    This campaign was about showing how strong our connection is with Gen Z. By meeting them where they live (on TikTok and Instagram) and speaking their language (with humor that hits), we created a moment. The Dawg DNA Kit proves what happens when you put your fans at the center of everything you do.

    Oh, and in case you’re wondering… yeah, we’ve got that dawg in us.

  • This and Yap Event Recap

    This and Yap Event Recap

    When the stars align, they illuminate the path forward. 

    At our virtual event last Wednesday, This and Yap: Getting Attention in 2025, we (Jaimee Estreller, VP of Platforms and Culture, and Hayley Grant, VP of Strategy) mapped out the trends shaping consumer behavior and brand opportunities. Their message: brands that stay culturally relevant will thrive.

    Let’s dive into the four key trends and some bold predictions for the year ahead.

    The “Party Deficit” and Social Rehab

     

    The pandemic reshaped social habits, leaving many struggling to connect organically. From facilitated meetups like NYC’s Hot and Social to trends like TikTok’s “home cafés,” there’s a growing appetite for curated, offline interactions.

    Prediction: Galentine’s Day will kick off “hangout season,” with brands leveraging this trend into spring and summer activations. From Cinco de Mayo parties to in-store community events, companies have an opportunity to become facilitators of meaningful social moments.

    Vices Are Back

     

    Self-improvement took a backseat to indulgence this year. Think diet sodas, “brat culture” music, and Jimmy John’s tongue-in-cheek “Dime Bag” campaign. As Gen Z redefines “bad habits” as playful acts of individuality, the opportunity for brands lies in celebrating the imperfect.

    Prediction: A major celebrity like Selena Gomez or Meghan Markle will host an intimate event inviting fans into their world, showcasing “imperfect perfection.” On the product side, expect restaurants to roll out “vice menus” with secret indulgent offerings accessible only via coded signals on social media.

    Archival Revival: Nostalgia Meets Newness

     

    The past isn’t just coming back—it’s being reinvented. Gen Z’s love for analog cars, digital cameras, and curated fashion looks from decades past speaks to a desire for authenticity with a twist.

    Prediction: General Motors will re-release the Geo Tracker, complete with a tape deck and CD player, tapping into the trend for “analog cool.” In fashion, we’ll see more brands like Coach debut multi-level flagship stores featuring vintage collections and upcycled pieces—blending sustainability with nostalgia.

    For the Lore: Storytelling That Sticks

     

    Welcome to the age of internet lore. Viral moments aren’t just trends—they’re sprawling narratives with sequels, multiverses, and Easter eggs.

    Prediction: A major studio like A24 will hire a “Chief Lore Officer” to manage interconnected storytelling across their projects, while a TikTok-originated story will inspire a feature film that wins Best Adapted Screenplay at the Oscars. For brands, embracing participatory storytelling—like Dunkin’s viral Halloween spider donut—can turn small moments into cultural movements.

    Key Takeaways for 2025

    • Activate Quickly: Trends move fast. From Valentine’s Day activations to summer blockbusters, timing is everything.
    • Be Bold: Imperfection and individuality resonate. Don’t shy away from pushing boundaries.
    • Engage Authentically: Understanding the “why” behind a trend allows brands to connect deeper with audiences.

    The Attention Update closed with a simple yet impactful reminder: stay curious, stay connected, and most importantly, stay relevant. 

    What trends are you predicting in 2025?

    Look back at the full event
  • Turning Comments into Gold: The Story Behind Jimmy John’s Kickin’ Ranch Comeback

    Turning Comments into Gold: The Story Behind Jimmy John’s Kickin’ Ranch Comeback

    When Jimmy John’s pulled Kickin’ Ranch from the menu, the fans mobilized. 

    From heartfelt demands to over-the-top memes, their passion was impossible to ignore. Instead of a typical response, Jimmy John’s went all in, transforming this wave of energy into a pop-punk anthem that made fans feel heard and entertained—and brought Kickin’ Ranch back with style.

    Listening to the Fans

     

    Jimmy John’s fans are obsessed with Kickin’ Ranch. When it disappeared, the comment sections were flooded with pleas, jokes, and intense demands for its return. Some of the energy was so over-the-top that Jimmy John’s even had to block certain keywords.

    At VaynerMedia, we saw something bigger in this outpouring of emotion. Before knowing if, we focused on letting fans know that they’d been heard.

    jimmy johns comments

    From Comments to an Anthem

     

    The creative team’s goal was simple: make an ad that doesn’t feel like an ad. This led to a bold idea—turning the wildest fan comments into a pop-punk anthem.

    The genre mirrored the raw emotion fans poured into their social media posts. Pop-punk has a unique way of channeling intense, genuine feelings, making it the ideal vehicle to reflect the love for Kickin’ Ranch. With lyrics crafted straight from those fan comments, the song carried a sense of authenticity that resonated deeply.

    Bringing the Music Video to Life

     

    Every great song deserves a killer music video, and we delivered. Leaning into 2000s nostalgia, the video featured all the theatrics of a classic pop-punk production—dramatic stage dives, emo fashion, and plenty of angst. Even the band was homegrown, featuring talented VaynerMedia employees.

    This creative direction was guided by real audience insights. Nostalgia resonates well with our audiences, so we leaned into it as our north star. The result is a video that not only feels authentic but also draws in both existing fans and new ones.

    Social Media as the Star

     

    Jimmy John’s has always been about listening to its fans. The “Comments as Creative” strategy ensured that every part of the campaign felt like a direct conversation with their audience. Authenticity was key, allowing existing fans to see their own voices reflected in the campaign while attracting younger audiences with content that was catchy and shareable.

    The campaign deepened the bond between the brand and its community, creating a moment that fans engaged and celebrated.

    A Celebration of Fans

     

    Jimmy John’s has built its brand on understanding what fans want and delivering it in bold, unexpected ways. From Snooki’s Picklewich to the 4/20 Dime Bag, the brand has consistently turned fan insights into personal and playful moments.

    The Kickin’ Ranch campaign was more than just a product comeback—it was a love letter to the fans, reminding them their voices matter.

    Looking Ahead

     

    The overwhelming response to the campaign has solidified Jimmy John’s approach to consumer-driven marketing. While sales data is still coming in, fan enthusiasm has been undeniable.

    As Jimmy John’s heads into 2025, they’re preparing for even more fan-centered moments, with campaigns planned for National Sandwich Day, National Pickle Day, and beyond.

    The Kickin’ Ranch campaign is a masterclass in connecting with an audience. By transforming fan passion into a creative celebration, Jimmy John’s created a cultural moment that goes far beyond the return of a beloved sauce.

    Hear from MAQ, our Associate Creative Director, talk about how the campaign came to life!
  • 10 Ways CES 2025 Set the Stage for the Future of Marketing

    10 Ways CES 2025 Set the Stage for the Future of Marketing

    CES 2025 in Las Vegas was nothing short of transformative, with innovations that are shaping the future of media and technology. As the SVP of Media and Head of Video Activation at VaynerMedia, I was thrilled to dive into this year’s event and witness the industry’s boldest advancements firsthand. From AI’s pervasive influence to collaborative breakthroughs in streaming video, CES 2025 was all about turning the promise of visionary concepts into actionable realities.

    What stood out most was the shift from theoretical discussions to practical applications. 

    AI wasn’t just a buzzword—it’s now streamlining employee processes, enhancing user experiences, and scaling content production in ways that seemed unimaginable a few years ago. Companies like Disney, WBD and KERV took the spotlight mid-week, introducing predictive tools for real-time, contextually tailored AI-driven ad placements. 

    Meanwhile, multiple ad tech firms demonstrated how data, machine learning, and interactivity are reshaping modern connected TV (CTV) advertising. This year’s CES proved that the future is here, and it’s built on collaboration, innovation, and execution.

    Here are my top 10 takeaways from CES 2025:

    AI is the New Digitial Transformation

     

    The rise of AI recalls the “digital transformation” efforts of a decade ago. Clients (and their CEO’s) are now driving AI advancements, using it to streamline internal processes, enhance customer experiences, and scale video content production. Leading companies are embedding AI at the organizational level with initiatives like “Office of AI,” spurred by CEO-driven mandates.

    The Battle for Live Sports

     

    NBCUniversal and Amazon are doubling down on live sports as the centerpiece of their 2025/26 Upfront pitches. NBCUniversal boasts the Super Bowl, the Olympics, the NBA, and the World Cup, while Amazon has fortified its Prime Video entertainment lineup with all of NFL, NBA, NASCAR, and NWSL.

    The Evolution of ‘Weaponized’ CTV Advertising

     

    Shoppable, contextual, and predictive ad formats are becoming the norm in streaming. Innovations by NBCU, Amazon, Disney, Roku, and Warner Bros. Discovery (WBD) all aim to make digital IP TV ads both commerce-enabled and dynamically responsive to AI-driven content signals.

    Independent Agencies are Key Players

     

    Large media and ad tech organizations are pivoting sales and marketing efforts toward independent agencies for growth. Disney, NBCU, Google, Amazon, Trade Desk, Roku, Magnite and others are tailoring solutions for smaller digital and independent agencies, recognizing their penchant for agility and innovation.

    Disney’s Brand-Safe Tech Stack Ecosystem

     

    Disney continues to leverage its ad tech stack platform to offer brand-safe, transparent alternatives to big tech. With its legacy portfolio, including ABC, ESPN, and Hulu – and myriad of 3P integrations – Disney provides a secure environment for advertisers looking to escape the downsides of walled gardens.

    ces-tech

    Currency Wars Heat Up

     

    Tools for cross-screen planning, trading, and measurement were a major focus. Nielsen faces increasing competition from VideoAmp, Comscore, iSpot, and SambaTV, as buy-siders – and broadcasters – explore alternatives for managing TV and CTV investments.

    Transparency in Ad Tech

     

    The concept of transparency is evolving, with more ad tech and publisher providers offering non-disclosed client resale options. This shift highlights the evolving balance between principle-based buying for incremental margin and traditional models of agencies acting as agents for client media briefs.

    The Expanding DSP Ecosystem

     

    Emerging demand-side platforms like Blockboard, MadHive, Walmart Connect, Ribeye, Viant, Xandr and Nexxen are challenging established players such as DV360, Amazon and The Trade Desk. These platforms offer unique buying models, alternative data, and comparable publisher inventory opportunities.

    Optimism in the Air

     

    CES 2025 exuded palpable optimism, driven by some post-election M&A energy and a renewed focus on partnerships. Companies are laying the groundwork for long-term success and prioritizing early deal-making for the 2025/26 cycle.

    Warner Bros. Discovery’s Aggressive Push Forward

     

    Despite losing NBA rights for 2025/26, WBD impressed with advancements in contextual AI ‘moments’ targeting, a unified trading platform, shoppable ad formats, and multiple premium tentpole sponsorship opportunities, signaling both resilience and adaptability.

    What’s Next for VaynerMedia

    CES 2025 underscored how AI, ad tech, and data-driven innovations are reshaping marketing by enabling faster execution, smarter targeting, and greater adaptability. For the industry, this means the future lies in creative win-win partnerships and leveraging emerging technologies to drive meaningful outcomes.

    At VaynerMedia, we’re embracing these advancements to redefine what’s possible in video and streaming with key partners.  To give clients more optionality and interoperability from their video assets, we are piloting the syndication of our brand’s  best-performing organic and paid social videos (e.g., TikTok2TV) directly into the modern streaming TV ecosystem.  Built for modern living rooms, we call it TV 3.0.

    Working with ad tech, publishers and streaming platforms, we are busy harnessing innovations like genAI, content rendering and advanced contextual targeting to help better connect content with cohorts in more dynamic ways to cut through the clutter.

  • From Pocket Change to Prosperity: VaynerMedia APAC x GXBank Campaign Case Study

    From Pocket Change to Prosperity: VaynerMedia APAC x GXBank Campaign Case Study