Future-Proofing Growth: Five Opportunities That Will Define the Next Decade in Media and Marketing

This 75page report unpacks where the dollars are headed why and how smart marketers agencies and media organizations can not only adapt but grow Amid the noise of disruption five promising signals are emerging that point to scalable measurable and brandaffirming opportunitiesThese five themes serve not only as investment guidance but as leadership principles for navigating the postcurrency postcookie AIaugmented future1 DataDriven Premium IntegrationsWhile retail media has quickly captured the attention of performance marketers there39s a powerful countertrend emerging dataintegrated contentaligned partnerships that combine the scale and trust of linear TV and streaming with verified outcomes Think NBCUniversalamp8217s OnePlatform Think Disneyamp8217s Audience Graph Think brand moments inside cultural moments measurable addressable and deeply resonantThis is not a return to the 30second spot It39s a reinvention of it augmented by identity resolution creative intelligence and outcomebased guaranteesIn The Myers Report we project that marketers investing in these hybrid partnerships will not only see a higher return on brand lift but will outperform standalone retail media placements in longterm consumer equity The key is creative alignment and audience intelligence not just impressions2 Brand Safety and TrustIn an era dominated by brand safety risks from MFA websites to synthetic influencers and manipulated video premium environments are regaining their valueAccording to thirdparty verification data cited in the report linear networks and their streaming extensions continue to offer the lowest rates of fraud misinformation and ad misplacement Thatamp8217s not just a tactical advantage itamp8217s a brand trust strategyAs AIgenerated content proliferates and platform accountability wanes advertisers will return to brandsafe contexts not just out of fear but out of necessity The pendulum is swinging back Marketers will ask not just amp8220who saw my adamp8221 but amp8220what was it next to and how did that affect my brandamp8221Trust will be the currency of the next five years And premium media long undervalued in algorithmic models is sitting on a trust reserve that will soon become a strategic differentiator3 Cultural and Content CapitalAs The Myers Report outlines premium content is more than entertainment it is the cultural scaffolding around which audiences organize identity discussion and decisionmaking From the NFL to award shows to bingeworthy drama and reality formats content still drives cultural impact and that cultural capital translates into brand capitalStreaming has democratized content but that has made standout content more valuable not less The clutter is the enemy Relevance is the answerInvesting in adjacencies to premium content not just through sponsorships but through narrative integration and valuealigned creative offers brands longtail impact beyond clickthrough rates or ROAS It generates shared memory emotional association and signal value in an attentionscarce economyMarketers who understand the value of being part of the moment not just present in the feed will build durable brand preference that performance channels alone cannot replicate4 Identity and Clean Room CollaborationsThe cookie is dead The IDFA is constrained Signal loss is real and for many existential But what The Myers Report emphasizes is that precision at scale isnamp8217t gone it just requires new partnershipsClean room technology has emerged as a central pillar of postcookie targeting and identity graphs from partners like LiveRamp TransUnion and Experian are enabling brands and publishers to match audience segments model behaviors and measure performance with fidelityThe opportunity isnamp8217t just technical itamp8217s strategic Clean rooms are unlocking cooperative intelligence enabling joint data activations between retailers and media sellers between brands and platformsWhat was once competitive IP is becoming a collaborative differentiator And the companies that learn to share to grow will reclaim both audience relevance and measurement authority5 Collaborative Innovation with Holding CompaniesPerhaps the most underleveraged growth driver in media today is the potential for true collaboration between media sellers and agency holding companiesWeamp8217re seeing it already NBCUniversalamp8217s OnePlatform Disneyamp8217s Audience Graph and multiplatform activations across Publicis CoreAI and Omnicom Omni These arenamp8217t just tools They are relationship reinforcements custom integrations that build longterm shared valueThe Myers Report identifies a growing trend media partners who are willing to coinvest in tech stacks data integrations and outcome modeling are becoming preferred collaborators This isnamp8217t about access itamp8217s about alignmentAnd for brands this means one thing more coherent more customized more effective marketing systemsGrowth in a Time of CompressionWe are at an inflection point Not just economically but philosophically Growth will not come from working harder at outdated models It will come from reframing what we mean by value performance and brand connectionThe 20252026 Myers Report offers a roadmap not just for managing change but for leading through itFrom detailed investment forecasts by category to platformbyplatform analysis of AI media currencies retail dynamics and creative trends the report is designed to arm leaders with the insight context and foresight needed to thriveFor Corporate SubscribersYour full PDF of the 75page 20252026 Myers Report Marketing ampamp Media Economic Forecast was included as a PDF attachment in an earlier report you should have received If not received contact us at MyersReportgmailcomFor NonSubscribersThe report is available for purchase at 2950 or subscribe to all 24 white papers in the 2025 series at a oneweek only 50 discount 6000 at wwwmyersreportscom This offer expires and the cost reverts to the full 12000 subscription on May 1

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Future-Proofing Growth: Five Opportunities That Will Define the Next Decade in Media and Marketing

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Future-Proofing Growth: Five Opportunities That Will Define the Next Decade in Media and Marketing

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2025-2026 The Myers Report Economic Forecast on Marketing, Advertising and Media #7

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