For years, Connected TV (CTV) was the shiny new object in marketers’ media plans—a space for testing, learning and seeing what stuck. Fast-forward to 2026: The experiment is over. CTV has proven itself a key player in digital-first strategies, commanding more dollars, more data and more expectations than ever before.

As 2025 wraps, marketers are walking out of a year that demanded grit, creativity and more than a few deep breaths—and still managed to leave us stronger for what’s ahead. The marketing landscape in 2026 is likely to continue to redefine itself in real time with AI updates, a desire to deepen in-person connections and an ever-expanding need to shift according to consumer expectations.

Marketers across our industry all seemingly run into the same roadblock: measuring the impact of influencer/creator content partnerships. What was once considered an engagement game built on likes, shares and views has matured into a $32 billion industry where outcomes—not impressions—matter.

Three seconds. That’s how long brands have to capture audience attention on social media before they scroll on to the next piece of content. In a space where attention is scarce and content is never-ending, brands that win in those three seconds are the ones that listen before they speak. Social listening now encompasses more than monitoring mentions or hashtags; it’s become the most effective method of analyzing conversations, sentiment and trends across digital platforms to understand what audiences really care about. Unlike community management, which focuses on engaging with individuals in real time, listening uncovers broader insights to shape strategy. It’s the difference between hearing and listening —and it can be the difference between content that gets scrolled past and content that gets shared.

For brands navigating the fast-moving world of digital content, the question isn’t just what to say—it’s how to say it in a way that honors both brand identity and platform expectations. That can feel like a tall order. The sweet spot lives in the middle: content that carries the voice and values of the brand while fitting naturally into each digital space it occupies. When done right, this approach doesn’t just drive relevance—it builds brand loyalty that lasts.

For nearly two decades, the World Economic Forum (WEF) has published its  Global Risks Report , offering insights from global leaders across business, government, and academia. Time and again, its forecasts about pandemics, cyber threats, and economic instability —have proven eerily accurate.

The marketing landscape has always been an ever-changing, real-time arena—but in today’s world, it’s moving at algorithmic speed. The pressure on marketers is intensifying to deliver more personalized experiences at a faster and more efficient rate, all while generating measurable momentum.

Each generation that steps into adulthood brings along their own unique perspective, shaped by the world around them. Gen Z is no exception. As this digitally fluent and socially conscious generation ages and steps into the world of grown-up responsibilities, they’re also navigating the modern complexities of the independent landscape. To effectively cater to this dynamic and evolving generation, it’s crucial for brands to grow alongside Gen Z and invest time in understanding their habits, behaviors and preferences.

The healthcare industry has always been about innovation—think robotic surgeries, telemedicine and life-saving drug discoveries. But when it comes to marketing, healthcare brands are still catching up. Enter AI: the game-changer that’s rewriting the script on patient engagement, personalized experiences and brand loyalty.

What if we told you that there is an untapped market of over a billion people worldwide just waiting for your brand message? Most marketers might not know, but there are over a billion people worldwide identifying as having a disability. So how do we unlock this potential power boost to your brand, broaden your audience and keep you on the right side of the law? Digital accessibility.     Digital accessibility isn’t just a “nice-to-have”—it’s a business must have. Think of it this way: if your website, social content, or digital ads aren’t accessible, you’re turning away a massive audience before they even get to your message. And let’s be real—no brand wants that.

Every year, SXSW is a convergence of ideas, trends and a lens from which to view and react to the state of the world. This year was no different, with prevailing themes centered around an evolving marketing landscape due to AI and a collective yearning for positivity, connection and purpose–both for brands and their audiences. Below we’ve curated the top takeaways our team took home from SXSW.

The first half of this decade has continued to test the adaptability of marketing strategies for brands everywhere. Following contentious political upheaval and a rollercoaster economic reckoning, brands are continuously having to navigate an increasingly complex landscape—often responding to multiple crises at once. To maintain business continuity and build resilience, many brands have had to pivot in real time to effectively respond to the shockwaves of disruption. In some cases, their responses—or lack thereof—put reputations on the line and subjected them to the scrutiny of an increasingly polarized world.

We live in a world full of disruptions: notifications ping, trends shift overnight and consumer behaviors evolve in real time. Digital transformations are reshaping industries and algorithms are influencing decision making.

Last year, we explored the two halves of Gen Z: The Elder Z community and the Younger Z to check in on how they view the world. As with each wave of research, we also dug deeper into two topics, with this wave AI and social media habits. The data’s in and we’re ready to unpack it for brands looking to connect with Gen Z.

Think of an advertisement that has stuck with you long after its run. You may be thinking of examples like Budweiser’s “WAZZZUP,” Verizon’s “Can you hear me now?,” Dos Equis’ “Most Interesting Man in the World” and “Mayhem” by State Farm to name a few. At first glance, these campaigns might not have much in common, but at their core they are all centered around one thing—a big idea.

The new year brings hopeful reflections for what the next 365 days will hold– and what challenges may arise. In an ever-changing arena like marketing, finding a foothold can be tricky. Our Hiebing experts are here to help. We asked our experts what trends could maximize a brand’s impact in the new year. Here’s what we’re on the lookout for in 2025.

Engaging audiences effectively has always been a delicate balance of the provable and the possible. As marketers, we map out every detail like a masterful chess game—relying on data, bold strategy, and a bit of instinct to reach our audiences. But let’s face it: in a world where attention spans are shorter than ever, it’s increasingly harder to predict which move will checkmate.

“To Google” has become a transitive verb most of us use on both a personal and professional level. When we need more information, Google’s search engine is the one we turn to. What many may now be asking is, how did we get here? How did Google hold on to its steadfast search engine dominance above competitors like Safari, Bing and so many others? As of August 5, 2024 (and as ruled by U.S. District Judge Amit Mehta), the answer seems to be quite simple: Google is a monopoly.

Over the past decade, platforms like Facebook, Snapchat, and Twitter have become early adopters of integrating AI to enhance user experience and engagement. These advancements have provided marketers with valuable insights and trends to better connect brands with their audiences in more meaningful ways. Although AI-powered social media enhancements are not a new concept, the rise of generative AI has increased concerns regarding the ability to create AI-altered content that can be harmful or deceptive to the public.

Imagine a world where technology anticipates your needs, creating seamless and tailored experiences based on the unique context surrounding your prompt. Remember that struggle of convincing Netflix you’re not asleep during your latest binge session? Imagine instead an interface that not only stays awake with you but actively caters to your post-binge cravings. Feeling drained after an epic fantasy adventure? Your homepage transforms into a soothing meditation app. Craving a pick-me-up after a drama? Your interface recommends feel-good comedies.     With the rise of multimodal generative AI, user interfaces (aka UI) are evolving. A world where interfaces can predict trends and anticipate personalized consumer needs is seemingly more possible with the evolution into real-time user interfaces or RTUIs. This future of interfaces is known by various other names like:

Over the past five years, our Insights team developed proprietary research into the older half of Generation Z, which we’ve named “Elder Z.” This generation has since been widely researched and is a frequent topic of conversation in corporate boardrooms and beyond. While we continue to evolve our understanding of this cohort, we wanted to get a head start on also understanding the next generation that will emerge. From presentations and research over the last several months, we’ve been able to better understand Generation Alpha.     Aptly named, Generation Alpha—born between 2013 and 2024—is the first generation in recent memory born entirely in a new century. Beginning in the same year the first iPad was released and Instagram was launched, this generation is poised to grow up as the most connected and diverse population in history. As the children of millennials, arguably the pioneers of internet culture as we know it, Gen Alpha has the advantage of parents who have a positive outlook on the power of technology and understand the culture they are being shaped by. Growing up alongside rapid technological advancement with the internet as their playground, Gen Alpha has the distinct ability to leverage their digital literacy into influence with their millennial parents, who are likely to listen to their wants and encourage this type of independence. In fact, 46% of this generation are already actively influencing their parents in brand and purchase decisions when it comes to food and snacks. Over half of this cohort have an active say in family vacations and activities.     With this much influential authority this early in the game, brands need to heed the potential purchase power this group may soon hold. Gen Alpha is poised to become the largest generation in history, projected to reach 2.2 billion by 2025, outnumbering the Baby Boomer gen according to McCrindle Research Pty Ltd . While this cohort is currently still in grade school, they will be hitting adulthood by the mid-2030s and their vast purchasing power will be up for grabs.

For decades, linear TV, also known as traditional broadcast TV, has been the cornerstone of video advertising. Historically, brands attempting to remain competitive in their categories allocated substantial portions of their marketing budgets to linear TV — especially during events with massive reach like the Super Bowl. However, the digital revolution has dramatically altered this landscape. Streaming services and smart TVs have upended traditional advertising models, creating a fragmented marketplace. This revolution has changed how audiences consume content and ushered in the rise of connected TV (CTV) and over-the-top (OTT) strategies.

When we began our journey into exploring the fundamentals of AI , we knew that artificial intelligence was already revolutionizing the field of marketing and transforming the way businesses engaged with their audiences. Artificial intelligence continues to evolve and innovate the ways we can combine prose and data into dynamic storytelling. From the visual allure of images to the persuasive power of language, AI technologies like multimodal models (MMMs) and large language models (LLMs) are broadening the capabilities of AI and shaking up the marketing world. As marketers, we’re interested in ways brands and their agency partners can leverage both tech advances into impactful marketing campaigns. So, which AI model is the right fit for your marketing mix? Let’s find out.

When we began our proprietary research journey into Elder Gen Z in 2019, these digital natives were on the precipice of making their way onto the world stage. As we begin 2024, this dynamic cohort has not only stepped into today’s cultural landscape – they’re shaping it. Elder Z’s lifestyle began powered by a strong online presence, and while digital channels are still significant parts of their daily social interactions – we wanted to explore how they spend their hours beyond their digital world.

The excitement of a new year elicits pondering the possibilities and challenges that lie ahead. In the ever-evolving realm of marketing, we rely on trends, data and instinct to predict what the next year of marketing holds. With curiosity at the helm of the momentum we create year-round for our clients, our Hiebing experts explored what trends could power the possible or present an obstacle for brands in 2024. Here’s what they found.

The From Wisconsin With Love tour was more than a food truck – it was a love letter on four wheels to loyal guests and an opportunity to create new fans along the way. Guests in 17 cities across 14 different states were able to experience the sights and sounds of Wisconsin’s small-town hospitality that Culver’s proudly serves up at every interaction.

Not only is the term “Yes, And” a pillar of improvisational genius and one of our agency’s founding principles, it’s also inspiration to build great prompts to make the most of generative AI. While generative AI is a tool to make life easier for marketers of every kind, the output is still only as good as the input you provide it – and the ability of the people wielding it to turn the results into market share momentum.     By embracing the philosophy of “Yes, And,” marketers can approach crafting generative AI prompts for writing with a delicate balance of curiosity and strategy. This can build upon ideas that will lead to more effective and engaging AI-generated content. Here’s how marketers can apply the “Yes, And” concept to generate better results from their interactions with AI.

Unless you’ve been living under a rock, you know that two highly anticipated summer movies, Barbie and Oppenheimer, were released on the same day: July 21, 2023. While the release date may have been coincidental, the strategies behind their marketing campaign was no accident.

Carefully crafting the right marketing talent mix takes finesse – much like stirring up the perfect cocktail. Just as a mixologist understands the importance of choosing the right ingredients and striking a balance between flavors, marketing teams – both in-house departments and external agencies – are tasked with skillfully blending their talents to create marketing momentum.

The rumbling of the bleachers, the blinding stadium lights and thousands of fans draped in their school colors – the anticipation of the game is electric. What is it about college sports that inspires such excitement? The answer is easy: the athletes on the rise.     For decades, the NCAA enforced strict amateur status rules that rendered student athletes ineligible to receive paid endorsements for their name, image and likeness while on an athletic scholarship. In 2019, a movement to help student athletes monetize their fame without risking their eligibility began. After a long legal battle that culminated with a ruling from the Supreme Court, student athletes were granted access to monetization of their Name, Image and Likeness – NIL for short – in 2021.   With the unprecedented nature of the newly implemented NIL laws, communities of alumni, donors and local citizens began to form collectives. These collectives are school-specific, independent groups that pool together money and resources to bring paid endorsement opportunities, educational support and personal branding best practices to these athletes on and off the field.     True to their Badger mascot nature, the UW-Madison community rallied and got right to work – creating the first and only donor- and alumni-led NIL collective serving Wisconsin Badger student-athletes: The Varsity Collective Charitable Fund, Inc. – better known as The Varsity Collective (TVC).      The newly formed Varsity Collective had to get the word out about their mission – and they had to do so in uncharted territory. We set out to solidify TVC’s arrival to the Wisconsin Badger community – and the collegiate athletics landscape at large – with a power-packed sports press conference.

For those of us who hear the term “artificial intelligence” and are immediately on guard for Skynet and their Terminator shenanigans – don’t worry. Terminators aren’t real… yet.

Sparks are flying. The creative is right. The storytelling is succinct. The team is genuinely excited to power your brand voice. You know exactly what you want to do: swipe right. Much like being in the dating game, when you find that right marketing partner to help you achieve your business objectives, you just know.

Mad City, Madtown, City of Four Lakes – just a few of the names our city of Madison, Wisconsin, is known by. What some may not know is that Madison holds a slice of architectural history – Monona Terrace. Designed by a native Wisconsinite hailed as the greatest architect of the twentieth century, Frank Lloyd Wright spent years championing this design as his gift back to the state he so loved. Wright dreamed of building a terrace that linked Wisconsin’s state capital to the beautiful Lake Monona. A project that came to fruition 59 years after its inception, Monona Terrace Community and Convention Center stands tall as an iconic feature of Madison’s downtown skyline.

The new year brings hopeful reflections for what the next 365 days will hold – and what challenges may arise. In an ever-changing arena like marketing, finding a foothold can be tricky. Our Hiebing experts are here to help. We asked our experts what trends could maximize a brand’s impact in the new year – and they delivered. Here are the marketing predictions worthy of consideration for 2023.

On average, users of all ages nowadays are spending at least 2.5 hours per day scrolling through social media – with 95 minutes of that time spent endlessly scrolling through TikTok, according to SensorTower’s Power User Curve. The time spent on this platform is significantly higher per day in comparison to the likes of Facebook, Instagram and Twitter. Marketers are now asking how TikTok is keeping audiences engaged longer in a way other social networks just aren’t?

We read a quote that reads “your vibe attracts your tribe,” and it immediately prompted a thought about influencers in the marketing sphere. When a brand begins to consider if an influencer program is right, there is undoubtedly a checklist to go through. How large is their reach? Are they credible? Can their organic content attract new brand fans? Truthfully, harnessing the power of influencers is to understand your “tribe” well enough to find the right person to meet those vibes. Here are a few ways we help our clients develop influencer programs that energize brand momentum.

Here at Hiebing, we are fascinated by the elder half of Gen Z, also known as “Elder Z” – particularly the wide range of habits this cohort is building. From eating and travel habits to how they spend their free time, we’ve researched it all since launching our proprietary quantitative research in 2019.

Austin is known for an eclectic collection of reasons: It’s one of the only places on the earth where you can find a cathedral of junk, an oasis of breweries and, of course, the world’s best Tex-Mex – and no Texas brand does Tex-Mex better than Chuy’s. Known throughout Texas (and the 16 other states where they operate) for its funkadelic vibe, signature sauces made from scratch and heaven-sent handmade tortillas, Chuy’s feels like the fun, energetic friend who is always party-ready.

“The good ol’ days”

At Hiebing, we keep a close eye on the people we refer to as “Elder Z,” our term for the elder slice of Gen Z.

Have you ever seen an ad for something you were just thinking of? An interaction so eerily well-timed that it caused you to squint suspiciously at your phone as if it were listening to your thoughts? No, our technology isn’t listening to us, at least not yet.

It’s been a long two years of pandemic lockdown, but SXSW was finally live and in-person again in 2022 – while also staying connected to virtual audiences. Creative leaders from all over the world descended onthe streets of Austin for tacos, tunes and trends that are transforming the marketing landscape. If you couldn’t make it, here is some info, inspo and insights gathered from Hiebingites who attended.

They’re still expensive. They’re still the best way to reach a massive audience and, they’re still going to be full of celebrities and funny animals. They’re also still fun to watch–but, let’s admit it, not as fun as they used to be.

The new year brings hopeful reflections for what the next 365 days will hold – and what challenges may arise. In an ever-changing arena like marketing, finding a foothold can be tricky. Our Hiebing experts are here to help. Here, we spotlight five marketing trends that are worthy of consideration to maximize your impact in 2022.

Stepping into 2021 after a tumultuous 2020, the country was charged up and changes to our status quo were an ongoing learning curve. The world at large cautiously began to step back into working from an office, be it full time or a hybrid office scenario, travel started to regain momentum and our digital media landscape was vastly shaken up.

As evidenced by Facebook’s recent evolution to Meta, a lot more goes into a rebranding than changing a name or a logo.

The start of this decade has tested the adaptability of marketing strategies for brands everywhere. Between a global pandemic that caused a large portion of the population to adjust to remote workspaces, a racial reckoning in the wake of George Floyd’s death that sparked worldwide movements for social justice and swift shifts in important societal conversations amplified by social media, brands have been left in a lurch to organize quick, strategic responses to multiple crises at once.

The end of the third-party cookie era is turning the digital marketing world on its head, with many changes already underway to boost user privacy across the internet. Apple has been developing privacy protection features that put the user in control of their information and is taking its efforts a step further with the introduction of Mail Privacy Protection. Set to begin rolling out this month, Apple Mail app users will have the ability to opt into a more secure way to get their email.

Since we last visited Elder Z, the older cohort of Gen Z, COVID-19 upended the established norm and created a new standard. Instead of traveling the world, these 17- to 23-year-olds were left to dream of overseas trips and find adventure online, outdoors and closer to home and to spend time investing in healthy habits and overall wellness.

While brands are always navigating shifting consumer expectations, the bar being set in some areas is a daunting one. One of the latest: The consumer’s desire to find and support brands with Purpose – and willingness to abandon those without. A recent global survey reported that 94% of consumers say it’s important that the companies they engage with have a strong Purpose (and that they’d reward those who do). However, those same consumers also estimated that only 37% of companies have a clear and strong Purpose.