Over the past few weeks, the biggest names in media, tech, and advertising took over New York City to unveil the future of video, creators, and performance-driven media. From TikTok’s latest advances in sponsored search to Google’s AI-powered campaign automation, one thing is clear: the line between entertainment, commerce, and culture continues to blur and smart brands are leaning in.
Here’s a breakdown of the most important updates, themes, and what they mean for marketers today.
TikTok: From Discovery to Conversion
TikTok is evolving from a culture engine into a full funnel performance platform. At this year’s NewFront, it introduced new tools that allow brands to meet users in moments of intent while reinforcing a commitment to brand safe environments.
Key Highlights:
– Sponsored Search Solutions (in testing): Brands can now pair content with trending search terms, giving them visibility when users are actively exploring. Early testing shows stronger recall and longer engagement.
– Pulse Media Suite Expansion: More customizable content alignment through premium and seasonal packages including guaranteed placement alongside top performing content.
– Sponsorship Solutions: On and off platform activations tied to key cultural moments (e.g., The Submix, Beauty Month, and the Las Vegas Grand Prix).
– $2B in Trust & Safety Investments: New advertiser tools like brand suitability controls and feed exclusions support safer, more intentional placements.
Meta: Creator First, Video Focused
Meta’s Upfront focused on the power of short form video and creator partnerships. With new tools to help marketers tap into trending Reels and emerging platforms like Threads, Meta is positioning itself as a one stop shop for scalable creator driven performance.
Key Highlights:
– Reels Trending Ads (in testing): Ads placed directly after top trending Reels, offering brands adjacency to the most viral creator content.
– Video Ads in Threads (in testing): In feed video ad formats now live in Meta’s newest social platform.
– Creator Marketplace Expansion: Includes enhanced metrics like AI driven keyword search, hook rate, and past partnership history.
– AI Powered Trends Tool: Helps brands identify trending Reels and discover the right creators to amplify them.
– Marketplace API (coming soon): Makes it easier for agencies and partners to scale creator discovery and collaboration.
YouTube: A Creator Led Performance Engin
YouTube unveiled tools that make it easier than ever for brands to find, collaborate with, and measure the impact of creators all within the Google Ads ecosystem.
Key Highlights:
– Insights Finder + Creator Hub: AI powered creator discovery and audience matching built right into YouTube’s backend.
– Upgraded BrandConnect Matchmaking: Simplified creator connections now natively integrated with Google Ads.
– Direct Collab Requests: Brands can now reach out to creators directly through the Creator Hub.
– Enhanced Measurement Tools: New reporting connects creator content to audience insights and campaign performance.
Snapchat: Native, Location Driven Advertising
Snapchat continues to lean into authentic engagement and high intent, location based experiences with native ad placements and smarter tools for media buying.
Key Highlights:
– Sponsored Snaps in Chat: A first of its kind native format inside Snap’s most engaged environment Chat.
– Promoted Places on Snap Map: Businesses can now boost visibility on the Snap Map, reaching over 300M users monthly.
– AI Powered Campaign Tools: Features like Smart Bidding and Smart Budget streamline setup and improve ad performance.
Google / DV360: Smarter, Seamless, More Shoppable
Google’s DV360 platform is evolving into a full service, AI powered solution for streaming and commerce. With expanded reach across CTV and new commerce integrations, it’s built to connect awareness and action.
Key Highlights:
– CTV Expansion: DV360 now reaches 98% of U.S. CTV households with content spanning sports, podcasts, and short form video.
– Broader Inventory Access: New partnerships with platforms like Netflix, Tubi, Spotify, and Roblox unlock incremental reach.
– AI Powered Optimization: Google AI automates setup, targeting, and reporting for more efficient execution.
– CTV to Commerce Integration: Retail media partnerships (e.g., Costco, United, Regal) help link CTV impressions to sales outcomes.
– Upcoming YouTube Commerce Tools: Launching this summer, YouTube will gain DV360’s commerce capabilities to measure both online and in store results.
What This Means for Retailers and Brands
Across platforms, a few clear themes emerged: performance driven creator marketing, intent based video activation, and automation at scale. Here’s how retailers and brands can take advantage:
Smarter, Easier Creator Partnerships
YouTube and Meta are making it easier to discover, vet, and measure creators meaning retailers and brands can scale influencer programs with greater precision, especially on YouTube where there’s room to grow.
Winning Moments of Intent
New placements like TikTok’s Sponsored Search and Meta’s Trending Reels Ads allow brands to show up when users are actively watching or searching. Producing more vertical video content will be key to capturing this attention.
Less Manual Work, Smarter Optimization
AI is powering everything from campaign setup to creative insights. As these tools become standard, retailers and brands can test and optimize faster while spending more time on strategy and storytelling.
Final Takeaway
This year’s Upfronts and NewFronts signaled a new era of video as utility not just entertainment. From the scroll to the store, platforms are giving brands the tools to meet users with relevance, authenticity, and intent. For marketers, the mandate is clear: embrace the tools, lean into culture, and deliver content that converts.
