This year’s Upfronts confirmed what many marketers already feel: video is no longer just entertainment. It’s a full-funnel performance tool.
From AI-powered planning to more measurable creator partnerships and commerce-ready formats, platforms are racing to connect content with outcomes.
Here’s what’s new and what it means for retailers and brands.
TikTok: Intent Meets Engagement
TikTok continues to evolve into a high-impact engine for discovery and conversion.
Sponsored Search Solutions are now in testing, allowing brands to pair content with high-intent keywords. Early results show stronger recall and longer engagement.
The Pulse Media Suite is expanding, giving marketers more control over content alignment through seasonal and premium packages.
Sponsorship Solutions are growing beyond the platform with event-based activations across moments like The Submix, Beauty Month, and the Las Vegas Grand Prix.
To top it off, TikTok is investing $2 billion in trust and safety, rolling out new advertiser tools like brand suitability controls and profile feed exclusions.
Meta: Leaning into Creators and Measurable Video
Meta is doubling down on creator-led video with a focus on automation and performance.
Reels Trending Ads will run directly after viral creator content, giving marketers a way to appear next to the most engaging media on the platform.
Video Ads in Threads offer new reach across emerging surfaces.
The Creator Marketplace is expanding, including an AI-powered trends tool to help brands find relevant creators and build culturally resonant campaigns.
An upcoming API will allow partners to scale creator collaboration. Enhanced metrics like hook rate, keyword search, and past performance will support smarter creator selection.
YouTube: Creator Performance at Scale
YouTube is cementing itself as a creator-first platform with new tools to connect content, creators, and commerce.
The new Insights Finder and Creator Hub help brands identify the right partners using AI-based search and expanded data.
Upgraded BrandConnect matchmaking now lives inside Google Ads, streamlining campaign setup.
Direct collab requests allow brands to pitch creators directly, while new audience measurement tools will show who’s actually engaging with sponsored content.
Snapchat: Discovery Through Real Connection
Snapchat is building around how users naturally connect, with an emphasis on chat and location.
Sponsored Snaps in Chat bring branded content into one of Snapchat’s most engaged areas.
Promoted Places allow businesses to boost visibility on Snap Map, which reaches more than 300 million users each month.
New Smart Bidding and Smart Budget tools are making campaign management more efficient.
Google and DV360: AI + Inventory = Results
Google is reimagining DV360 as a one-stop platform for scaled, automated video performance.
DV360 now reaches 98 percent of connected TV households, with growing engagement across YouTube, live sports, podcasts, and short-form video.
YouTube remains the number one streaming platform on TV screens.
New inventory partnerships with Netflix, Tubi, Spotify, and Roblox push reach beyond traditional video.
Google AI now powers campaign setup, optimization, and targeting – making smarter execution possible at scale.
AI also supports on-demand, auto-generated custom reporting.
Retail media integrations are linking DV360 campaigns to real sales data across partners like Costco, United, and Regal, with YouTube commerce capabilities set to expand this summer.
What This Means for Retailers and Brands
Together, these updates point toward a new era of marketing, one that’s performance-driven, creator-powered, and increasingly automated.
Smarter creator tools mean faster, more targeted partnerships with the right talent across platforms.
Search and trend-based formats are making it easier to show up when and where attention is peaking.
AI is turning guesswork into strategy – from planning and bidding to reporting and results.
Retailers and brands that adapt quickly will be best positioned to turn video into measurable business growth.
