Now that the first half of 2025 is in the rearview—kind of like the drive home from a summer road trip—we’re hitting pause to reflect on what the marketing world threw at us during the first half of the year. Introducing our newest newsletter feature: The Learning Curve.
- Generative AI:Raise your hand if you’ve sat on a webinar or traveled to a conference to chat about AI 👋. AI has transitioned from a behind the scenes marketing tool to a central driver of innovation across the industry, and its stock seems to be rising.
- Social = Search:Well at least for Gen Z. The generation is increasingly turning to social platforms like TikTok or Instagram for search, favoring authentic, community-driven content over traditional search engines. And if we know anything about social platforms, Boomers won’t be far behind.
- Contextual Targeting: Despite Google changing it’s stance on third party cookies, the industry has increasingly moved to contextual targeting, using AI and real-time signals to deliver more relevant ads.
- Connected TV (CTV) as a Performance Channel:CTV is emerging as a powerful performance marketing channel, combining the reach of traditional TV with the measurability of digital platforms. Marketers are leveraging CTV for targeted, data-driven campaigns that drive measurable outcomes.
- Emphasis on First-Party Data:First-party data has been around for years, but marketers are leeeaning in a bit more in response to privacy concerns and potential data gaps.
Time to dive in. Let’s go!
🎥 Netflix and Spotify? The ultimate ‘stream and chill’ combo
Netflix and Spotify are reportedly in discussions to collaborate on live music content, including award shows, concert series, celebrity interviews, and short-form documentaries. This potential partnership aims to blend Netflix’s video streaming capabilities with Spotify’s music expertise, offering new avenues for content creation and audience engagement.
- Diversifying Content Offerings: Netflix is expanding into music-oriented programming, with shows like “Building the Band” and a reboot of “Star Search,” to attract diverse audiences and enhance its live event portfolio
- Strategic Synergy: A partnership with Spotify could provide Netflix with access to popular music genres and fan bases, while Spotify could leverage Netflix’s video production experience to enhance its own content offerings
- Advertising Opportunities: Music-related content, such as reality competitions and celebrity interviews, presents lucrative opportunities for advertisers, aligning with Netflix’s growing emphasis on ad-supported models
This collaboration could reshape the streaming landscape by integrating music and video content, offering marketers innovative platforms for brand placement and audience engagement. The fusion of Netflix’s and Spotify’s strengths may lead to unique advertising formats and expanded reach across diverse demographics.
🍪 Why context—not cookies—is the future of more effective advertising
Marketers are moving toward contextual targeting, leveraging real-time data and AI to deliver ads that resonate with consumers’ current surroundings rather than relying solely on demographics. By tailoring ads to the moment—like targeting commuters during their evening rides home—brands see higher engagement. Advanced AI ensures ads align closely with consumers’ immediate interests, creating a more relevant, less intrusive experience that builds trust and connection.
Contextual targeting recognizes that fitting a demographic doesn’t always mean readiness. People are complex—just because they fit a demographic doesn’t mean they’re in the right mindset to meaningfully engage with a product or service. Aligning messages with how people think right now makes ads more effective across media channels.
📱 Why Gen Z is ditching Google for social search
According to Sprout Social’s Q2 2025 Pulse Survey, Gen Z is increasingly turning to social media platforms like TikTok, Instagram, and YouTube as their primary source for information, surpassing traditional search engines. This shift highlights the growing trend of “social search,” where users seek product reviews, local recommendations, and tutorials through social media rather than traditional search methods.
- Social platforms lead in search: 41% of Gen Z turn to social media first for information, outpacing traditional search engines at 32%
- Influence on purchases: 76% of users report that social content influenced a purchase in the last six months, with 90% of Gen Z acknowledging this
- Preference for authentic content: Gen Z favors user-generated content and influencer reviews over traditional advertisements, valuing authenticity and relatability
This shift in search behavior underscores the importance of adapting marketing strategies to prioritize social media platforms. Brands need to create engaging, authentic content that resonates with Gen Z audiences to enhance visibility and drive connection over conversion.
That’s Cool!
Goldfish launched a playful “Goldfish Retrieval Service” in New Jersey, offering free car washes and interior vacuuming to clean up pesky Goldfish crumbs. Visitors could also refill their snack stash at a Flavor Wall featuring 15 varieties. Limited-edition Goldfish car mats were sold online (now sold out). The campaign celebrates Goldfish as the ultimate family road trip snack, turning crumb cleanup into a fun experience.
🚨 New Podcast Alert!
In this episode, host Katie Flynn chats with Heather Riexinger about the rise of women’s golf, how brands like DICK’S thrive on experience, and why data-driven roles are replacing traditional CMOs.
Podcast episode: From Fairways to Funnels: Golf, Retail, and the Marketing Shift
