TV and video advertising is undergoing a fundamental transformation. Proxy metrics are giving way to real business outcomes, with iSpot and Paramount leading the charge. Goodbye Guesswork, Hello Outcomes For years, marketers have relied too heavily on reach, frequency, and GRPs—metrics that, while useful, don’t always connect the dots to what really matters: business results…. Read More

The U.S. auto industry relies heavily on international trade to keep vehicle costs competitive for American consumers. That reliance makes it particularly vulnerable when trade policies shift—raising both costs and consumer uncertainty. In response to recently enacted tariffs, many leading auto brands moved fast—highlighting their American manufacturing roots, longstanding U.S. investments, and in some cases,… Read More

For Jorge Ruiz, TikTok’s Global Head of Marketing Science, the biggest trend in 2025 isn’t new—and it’s not going anywhere. It’s essential: ad effectiveness. “At TikTok we’ve been working relentlessly for the last five years to ensure that we drive business outcomes for clients,” Ruiz said during a recent interview with iSpot. That shared focus… Read More

For years, advertisers have struggled to identify a true connection point with how advertising and marketing dollars are spent with real-world business outcomes—like how a movie promo drove box office sales or a sales ad prompted in-store foot traffic. Building on last week’s news that iSpot developed and launched Outcomes at Scale to help the… Read More

Streaming or linear—where are top advertisers winning the battle for attention? We ranked the top 10 brands by share of voice on each platform. With 60% of smart TVs solely streaming content in Q2 of last year, tracking competitors on linear or streaming alone means overlooking a massive share of the market. Bottom line: unified,… Read More

McDonald’s returned to the Oscars stage in 2025, building on its Famous Orders campaign with a fresh twist. This time, a simple receipt became a storytelling device—one that highlights a universal truth: everyone has a go-to McDonald’s order. Even Michael B. Jordan and Julia Fox. The ad creative successfully grabs attention, blending crave-worthy brand cues… Read More

Pharmaceutical ads accounted for 5.8% of overall TV ad reach in 2024. But leading pharma brands are embracing a cross-platform strategy, combining TV’s scale with the precision of digital delivery to balance compliance with effective, data-driven engagement.  As a newly minted business unit within IQVIA, a global leader in healthcare data and analytics, IQVIA Digital… Read More

As more viewers cut ties with linear TV and turn to streaming, advertisers are reworking their approach to stay in front of the audiences that matter most. Ben Sylvan, VP of Data Partnerships at The Trade Desk, weighs in on the shifting TV landscape, how advertisers can optimize their media mix with CTV, and why… Read More

Hims & Hers is making its Super Bowl 2025 debut with a sobering statement on the obesity epidemic in America while touting its weight loss medications at significantly lower prices than branded GLP-1’s. The ad has been released ahead of this year’s Big Game—and the brand has something to celebrate. With 47% of all viewers… Read More

Unilever’s Hellmann’s is rewinding back to 1989 for its fifth Super Bowl spot with a creative tribute to the iconic “When Harry Met Sally” dining scene at Katz Deli—featuring original stars Meg Ryan and Billy Crystal. While the brand’s 2024 “Mayo Cat” Big Game commercial also leaned into star power and humor, it didn’t quite… Read More

Molson Coors is making its third consecutive appearance in the Big Game, bringing a fresh spin to its “Choose Chill” mantra—while also stirring up pre-game excitement with a new celebrity (Timothy Simons) and the popular “Case of the Mondays” Coors Light stunt. However, the brand’s 2024 Super Bowl “Chill Train” sparked the strongest intent of… Read More