Hi, I’m John Cobb , CEO and co-founder of VuePlanner —welcome to the VuePoints Newsletter! This week, we’re exploring how consumers are embracing livestream shopping, key trends shaping growth in 2025, and what makes ads stand out on YouTube Shorts. Plus, we’ll take a closer look at Publicis’s acquisition of Dysrupt and share some must-listen podcasts to keep you ahead of the game. Let’s dive in!
The J.M. Smucker Co.‘s Chief Marketing Officer, Gail Hollander , emphasizes the importance of blending traditional brand-building principles with the dynamic nature of pop culture to stay relevant in today’s fragmented media landscape. She advocates for maintaining a consistent brand identity while tailoring content to fit the unique behaviors of each platform, ensuring cohesive yet adaptable messaging. Hollander also highlights the necessity of leveraging emerging technologies, such as artificial intelligence, to enhance marketing strategies and connect more effectively with consumers. Learn more.
J.M. Smucker’s CMO on how brands must face the challenges of 2025
Livestream shopping is gaining traction among U.S. consumers, with 23.4% of adults having used or expressing interest in using livestream platforms to purchase personal luxury goods as of August 2024. This trend is expected to continue, with projections indicating that 21.7% of U.S. digital buyers will make a purchase via livestream by 2025. The rise of livestream commerce reflects a shift towards more interactive and engaging online shopping experiences. Learn more.
Consumers turn to livestream for commerce
The article from MediaPost discusses how AI is expected to significantly influence marketing strategies by altering consumer behaviors and diminishing the effectiveness of traditional SEO. It emphasizes the need for marketers to adapt to these changes, particularly as consumers increasingly turn to AI-driven platforms for information. Additionally, the article explores the potential impact of regulatory decisions on platforms like TikTok, noting that its continued presence or potential ban could reshape the social media landscape and affect how brands engage with audiences. Learn more.
The 2025 Trends That Will Redefine Growth
This article from Think with Google provides strategies for creating effective short-form video advertisements, emphasizing the importance of crafting ads that seamlessly integrate into users’ feeds by adopting a subtle, conversational tone and utilizing user-generated content. It suggests employing techniques such as speaking directly to the camera, initiating with engaging questions, and featuring relatable individuals to foster a more intimate connection with the audience. Additionally, the article recommends repurposing successful short-form video ads across various platforms to maximize reach and impact. Learn more
To stand out in the Shorts feed, make ads that blend in
Publicis Media U.S. has acquired Dysrupt, a performance-driven digital marketing agency specializing in paid media, creative, and measurement. Dysrupt’s proprietary Impact Advertising System (IAS) enhances media quality and effectiveness, offering solutions from user-generated content to AI-generated ads, along with a cookieless measurement system.
Publicis Media Shakes Things Up, Acquires Dysrupt
This week’s first Post of the Week spotlight goes to my daughter, Kelly Cobb . She is heading to Chicago this summer for an incredible internship with McDonald’s ! Congratulations, Kelly! Wishing you all the best in this exciting opportunity. Check out her full post here.
Kelly Cobb’s Internship at McDonald’s HQ this summer
This week’s second Post of the Week spotlight goes to Brian Albert and his recent post about Nielsen‘s The Gauge and Comscore, Inc.’s Custom CTVi. Brian talks about how both stand out as essential tools for measuring true platform value, balancing ad-supported and non-ad-supported viewership metrics. Meanwhile, newer approaches which focus solely on ad viewership reward platforms with high ad loads, potentially at the expense of viewer experience and client outcomes. See his full post here.
This week I have been listening to the Behind the Numbers podcast from EMARKETER hosted by Marcus Johnson . In the episode I have linked for you, the guest speakers are Principal Forecasting Writer Ethan Cramer-Flood , and Senior Director of Forecasting Oscar Orozco . They discuss why households with no pay-TV (traditional or digital) will be the majority and if livestream shopping in America can become habitual. Tune in here.
Behind the Numbers: Forecasting Trends for 2025—Digital Pay-TV Petering Out