Media Buying Briefing: Marketers are wary of civil unrest at this year’s World Cup

Next weekend, the Super Bowl and opening ceremonies of the Winter Olympics will kick off a packed season for live sports. Advertisers and media buyers have been investing in these big-ticket events since last summer.

But some marketers are thinking beyond February, to June – and amending their contingency plans should political events in the U.S. derail this summer’s soccer World Cup.

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P&G bets big on retail integration as CPGs question incrementality

As U.S. growth slows and macroeconomic headwinds get harder to weather, brands like Procter & Gamble and Diageo are placing larger bets on retail media.

And where the big spenders go, other advertisers are likely to follow, even as it’s unclear whether retail media actually leads to incremental growth.

‘New media reality’

P&G is navigating a fragmented “new media reality,” and is banking on new retail media ambitions and plans to prioritize data and AI to address it, said Shailesh Jejurikar, P&G’s president and CEO, on the company’s latest earnings call. That fragmentation, thanks to emerging platforms and technologies, has made building a consistent brand narrative harder to do across online video, social media, e-commerce sites and in-store, he said.

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