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This week’s Future of TV Briefing looks at how agencies are sorting out which teams take the lead for buying YouTube Shorts ads.
YouTube Shorts may be the most enigmatic media channel for ad agencies today.
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This story was first published by Digiday sibling Modern Retail.
Shortly before this summer’s World Cup, where Lionel Messi made a global splash at the tournament, his hydration drink Mas+ shut down less than two years after its debut. Months later, the news was followed by a similar announcement by Unwell, the functional beverage brand by influencer and podcaster Alex Cooper. Unwell, a line of electrolyte, energy and protein drinks, will be discontinued this fall following the rollout of its Halloween-themed flavors.
Celebrity-backed brands, once seen as surefire bets due to their founders’ built-in audiences, are increasingly facing a reality check as the market matures and consumer fatigue sets in. The high-profile exits of Mas+ and Unwell underscore a critical disconnect between mass market demand and the creator-led economy.
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