Empower

Alex Meza, Director, Investment, shares the latest sustainability changes in the OOH industry. From greener materials and energy-efficient lighting to AI-powered planning and upcycled waste, OOH is rewriting what responsible media looks like in the physical world.

SXSW is more than a creativity festival, it’s a signal accelerator. This year makes one thing clear: media is no longer downstream from culture. It’s embedded inside it. As cultural moments collapse faster into paid systems, the real transformation is in the infrastructure. The future of media is about building systems that learn from it.

Is creative fatigue real, or just marketing folklore? C. Spencer Hall, MBA, VP Growth Analytics, and his team, tested the assumption using full-year OLV and CTV performance data. The result: creative rotation isn’t optional, but the right timing depends on the channel. OLV burns faster. CTV lasts longer. Both reward disciplined refresh strategies with materially higher returns.

Big Game Sunday gives us a real-time read on where creativity and brand fearlessness are headed. We pulled together a set of reactions from across the agency on which spots earned their moment on the biggest stage in advertising.

Between Oracle ownership, deeper targeting, and TikTok Shop’s rapid growth, TikTok is now a hub of content, commerce and data. That opens real doors for brands…. and it also raises new questions around trust and brand safety. Our latest POV breaks it down.