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As digital marketing costs rise and customer trust becomes harder to win online, more ecommerce brands are discovering why an offline presence is essential for long-term growth.

New research shows that brands aligned with emotionally heightened moments in live sports can improve ad effectiveness.

As brands pursue efficiency through platform consolidation, many are unknowingly limiting growth. A diversified retargeting stack can improve performance, reduce dependency, and uncover audiences that single-platform strategies often miss.

Memorable experience is the part of the product that survives commoditisation, and it is what gives the customer a reason to advocate, says Darius LaBelle, Managing Director, Middle East at November Five.

As Martech stacks grow more complex, the real challenge is aligning platforms, people, and local market realities. As Pooja Nambiar, Global Head of Marketing Platforms at Yugo, puts it, the technology is there to enable, not to dictate.

Marketing measurement has never been perfect, but today’s most successful teams are rethinking how they interpret data, combining MMM, LTA, and incrementality testing to build more reliable frameworks for business growth.

A new OAAA and Kochava study found that OOH advertising delivers stronger measurable outcomes than CTV and broadcast TV, driving higher in-person visits, digital engagement, and sustained consumer action.

As rising costs and audience saturation limit growth inside walled gardens, brands are turning to programmatic advertising, CTV, and independent mobile ecosystems to drive more efficient user acquisition and long-term mobile performance.

Impact shows up in how a customer’s business actually runs day to day. It’s not about a system going live or a dashboard looking impressive. It’s about whether issues are resolved faster, whether revenue moves more quickly, and whether people genuinely feel their jobs have become easier, says Shakira Talbot, Group VP, CRM EMEA at ServiceNow.

A new survey reveals CMOs are increasing AI investments, but most marketing organisations still lack the operational readiness, governance and talent needed to scale AI successfully.