The dominance of scripted crime and reality genres on Connected TV indicates a strong advertiser preference for traditional long-form storytelling on living room screens. This trend is underscored by recent data from the September 2026 OpenEPG Index, which illustrates a widening gap between how
Digital out-of-home media is undergoing a significant transition from a commercial vehicle to a rapid-response tool for critical public interest messaging across the United States. This shift is most recently evidenced by an unprecedented partnership between Clear Channel Outdoor and OUTFRONT
The emergence of trust as a primary competitive advantage offers the out-of-home industry a rare opportunity to reclaim budgets lost to social media platforms. As digital platforms face what many industry analysts describe as a "tobacco moment," the advertising landscape is undergoing a fundamental
Successful publishers are beginning to thin out their supply-side relationships to focus on a few high-performing connections that reduce technical overhead. This shift marks a definitive end to the era of uncontrolled expansion, where the primary objective was simply to capture as much market
Consensus is growing that while technology can handle the massive complexity of modern media, humans must remain responsible for the qualitative synthesis of brand goals. The advertising industry is currently navigating a pivotal transition in its adoption of artificial intelligence, moving far
MSQ’s choice of a new leader raises a practical question for advertisers: how well can a growing agency group connect its capabilities? James Townsend will take over as group chief executive, while co-founder Peter Reid moves to chairman. MSQ frames the change as part of its next growth phase. For
