Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace

Digiday— Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace, making marketing tactics like streaming ads, influencers and humorous spots more appealing.

Digiday—Marketing Briefing: How the ‘proliferation of boycotting’ has marketers working understand the real harm of brand blockades. While the reasons for the boycotts vary, there’s a recognition among marketers now that a brand boycott could happen regardless of their efforts – and for reasons outside of marketing and advertising – that will need to be dealt with.

Digiday—Digiday+ Research deep dive: Brand marketers grow their YouTube spending while agency marketers cut back. When it comes to social media marketing, YouTube doesn't always get as much attention as its Meta, TikTok and X counterparts. But brands are actually increasing their marketing spend on the platform. It turns out it's a different story for agencies, though.

Adweek—Brands Chase Football Marketing Momentum at NFL Draft. Though NFL Draft viewership is lower than the league's usual standards for games, many sports would love to have a fraction of the audience that tuned in on Thursday to see Caleb Williams go to the Chicago Bears with the No. 1 pick. In 2023, the National Football League welcomed 11.29 million viewers to its first-round NFL Draft broadcasts on ABC, ESPN and the NFL Network. That would’ve placed the Draft in the depths of the 50 most-watched sporting events of the year—which were all NFL...