Newsletter from the 27 March 2025

  • Global
Positive ad environments boost performance and consumer intention
The report – “Positivity Performs: Ad Environments’ Critical Role in Media Planning” – reveals that people’s perception of their experience on a social platform matters: platforms that are viewed as positive can be up to 94% more impactful in driving purchases when compared to non-positive spaces.
Warc
  • Global
6 easy ways to adapt your SEO strategy for stronger AI visibility
AI hasn’t replaced Google Search, but LLMs are here to stay. Brands that work AI optimization into their strategy now will get ahead.
Search Engine Land
  • Global
Paramount helped ISpot develop a tool to measure outcomes on TV and streaming
ISpot’s new solution, called Outcomes at Scale, aims to make outcomes-based attribution easier, faster and more automated across linear and CTV video advertising.
Ad Exchanger
  • Global
Coke refreshes ‘Share a Coke’ to reach Gen Z with digital experiences
The brand is bringing back an iconic effort with a focus on shareability and customization to engage a cohort of digital natives that crave authenticity.
Marketing Dive
  • Global
The World’s 50 Most Valuable Brands in 2025
The value of brands, together with other intangible assets such as intellectual property and research and development (R&D), stands at all-time highs of $80 trillion globally.
Visual Capitalist
  • Global
Data shows that longer clips are gaining traction on TikTok
So by “longer short” videos, we’re not talking about a shift back to long-form content of 5 minutes or more. Consumers are now more willing to engage with 3-minute-long videos.
Social Media Today
  • Global
YouTube changes how it counts ‘shorts’ views
Traditionally, YouTube has not counted a view for a creator’s video unless a user watches 30 seconds or more of the upload. Now, however, Shorts views will count the number of times a creator’s Short starts to play or replay.
Media Post
  • Global
Google unveils a next-gen family of AI reasoning models
On Tuesday, Google unveiled Gemini 2.5, a new family of AI reasoning models that pauses to “think” before answering a question.
Tech Crunch
  • Global
Video Advertising Bureau (VAB) Analysis: Ad-supported streaming now reaches 9 of 10 streaming adults
the 2025 report provides the latest updates on streaming behaviours by diving deeper into device and platform usage, the importance of quality content and the continued growth of ad-supported options.
PR Newswire
  • Global
Google claims news is worthless to its ad business after test involving 1% of search results in eight EU markets
Google has reported the results of an experiment it ran which removed news from search results for 1% of users for 2.5 months in eight* markets in Europe — claiming the results show that news is essentially worthless to Google’s ad business.
Tech Crunch
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