Nissan has partnered with omnichannel outcomes platform Teads to create a high-impact creative experience. The campaign invited consumers to explore a sequence of dynamic landscapes through intuitive gestures—pinch-to-zoom on mobile and cursor clicks on desktop. Teads developed vertical, square and landscape custom-built formats that enabled Nissan to showcase the Hyper-Force, Hyper-Adventure, Hyper-Urban and Hyper-Punk Nissan concept cars across desktop and mobile platforms. The campaign leveraged Teads’ data-driven insights and strategically targeted high-value demographics of UK individuals aged 18-24 and 35-44, who lived in a household with children and possessed high income. Each format generated a high level of attention, achieving 3,498 APM (attentive seconds per 1000 impressions), which is 5x Lumen benchmarks. The campaign’s overall Viewability reached 78.73%, surpassing Teads’ benchmark range of 60-63%. The campaign also delivered 19.3M impressions and achieved an impressive reach of 12,920,594, with a frequency of 1.50.
ScreenThink, MTM’s market intelligence tool for the TV and video industry, has revealed the findings of its latest research report including an exploration of the current impact of Free Ad-Supported Streaming Television (FAST) on the UK’s television landscape. The study highlights the untapped potential of FAST TV in the UK: revealing that, while nearly half (44%) of UK consumers surveyed indicate they would consider watching FAST channels, a significant gap in uptake remains with 35% stating that (although they have access and they would consider doing so) they have not watched a FAST channel in the last month. The study found that 47% of UK consumers already use a service that offers FAST channels, yet only 20% reported watching a FAST channel in the past month—less than half. This highlights a significant gap between access and usage, suggesting that many potential viewers are either unaware of FAST or do not fully understand how to engage with it.
End-to-end market research platform Streetbees has unveiled its latest report: Moments That Matter – a behavioural deep dive into how Gen Z and Millennials navigate their digital and physical worlds throughout the day. The research, conducted through a multimedia survey, provides brands with a robust, data-led roadmap for when and how to connect with audiences authentically. The data shows that social media dominates digital engagement. Popular apps such as Instagram (54%) and WhatsApp (53%) dominate usage across generations, while entertainment platforms like YouTube (34%) and TikTok (32%) also feature prominently. The primary driver for app usage amongst 26% of Gen Z and 22% of Millennials is ease of use. 56% of Gen Z find social media content to be more relevant than traditional content like TV shows and movies and 90% of Gen Z state that a brand’s social media presence significantly influences their trust in the brand.
Kantar, the world’s leading marketing data and analytics company is expanding its LINK ad testing portfolio. Kantar is extending its creative effectiveness capabilities across its LINK+ and LINK AI solutions, allowing clients to test their creative assets in almost any format, including brand experiences and influencer content. The most creative and effective ads generate more than four times as much profit, a recent analysis by Kantar and WARC found. In LINK AI, Kantar’s AI-powered ad testing solution, clients will now be able to test static ads, including digital display, print and outdoor formats.
A report published by the PPA (Professional Publishers Association) and Enders Analysis advises publishers to prioritise building brands that represent trust, usefulness and community rather than chasing views and clicks through digital channels. Titled ‘Consumers, creators, brands: rewriting the media playbook’ the new report uses data, insights and real-world case studies to show how the dramatic growth of free online content is leading to fragmented consumption, increased competition for attention and the death of the website. The research shows that, despite rising online media consumption, there is growing digital fatigue which offers an opportunity for publishers. More than half of Instagram users would prefer to live in a world without the app, and 33% of TikTok users said the same. Consumers increasingly also value utility and convenience, and brands that offer a practical service can attract loyal followers.
Liftoff, a provider of marketing, monetization, and creative solutions for the mobile industry, and Singular, an end-to-end marketing attribution and analytics platform, have released their 2025 Casual Gaming Apps Report. The report, based on combined Liftoff and Singular data from February 2024 to February 2025, which includes 1.4 trillion ad impressions, 63 billion clicks, 2.5 billion installs, and $11.9 billion in ad spend, reveals that utility and entertainment apps drive the majority of non-gaming app installs for casual games. Ads in utility and productivity apps account for 28% of non-gaming app installs for casual games, while 25% come from entertainment apps. Photo and social media apps also play an important role in converting users to casual gaming, accounting for a combined 25%. Notably, following the success of apps like Twisted Tangle, Hexa Sort, and Block Jam 3D, games with simple yet addictive puzzle mechanics have captured the attention of casual game audiences.
Specsavers has unveiled its global partnership with Elton John Eyewear, marking one of the brand’s biggest ever product launches and kicking off a major integrated marketing and PR campaign across YouTube, OOH, press, social and in-store. By teaming up with arguably the most famous glasses wearer in the world, Specsavers is aiming to highlight its design and style credentials. The launch film will give viewers an opportunity to see Elton himself speaking directly to camera about the collection wearability. The campaign is supported by comprehensive PR and social activation. With significant media spend across YouTube, OOH and press. Launching first in the UK and Northern Europe, the campaign will also run this Summer across Australia and New Zealand.
Global omnichannel supply-side platform OpenX Technologies, Inc. has announced a UK-focused partnership with Tubi, Fox Corporation’s ad-supported streaming service. Tubi UK’s premium inventory will now be available via TV by OpenX, which combines the strengths of both linear and biddable CTV to provide buyers with flexibility, control, and transparency. TV by OpenX exclusively consists of broadcast-quality, direct inventory — with no resellers, ad networks, fireplace apps, games, or UGC.
TikTok has teamed up with advertising research leader System1 to conduct a two-part series of industry-first research: Understanding Creative Fatigue and Global Impactful Entertainment. The research explores how audiences are engaging with short form creative and how marketers’ approaches need to evolve and adapt to achieve the biggest impact. TikTok found that 50% of a campaign’s success is down to the power of the creative. The best ads push creative boundaries, experimenting with story arcs and fresh creative hooks, jumping on trends, unfolding storylines and being vulnerable. Creativity works best when it blends empathy with entertainment. Creativity isn’t risky – it’s essential. Brands confidently investing in genuine creativity see both immediate impact and sustainable growth. Creative which prioritises emotion does even better. Ads which build higher levels of emotion (4 & 5 Star Ads) are far more effective at building brand, including 1.7 x higher ad recall lift, 2.5 x higher awareness lift and 2.9 x higher association lift.
