We’ve been on the move!
From Miami to NYC, Q2 was packed with big conversations and even bigger ideas, from the future of omnichannel marketing to AI-driven transformation and brand-safe media innovation. At each event, our team brought back real-world insights that are already shaping our approach with clients.
Here’s a look at where we showed up, what we learned, and where media is heading next.
Possible Miami: Customization, Complexity, and Creative Opportunity
Chief Media Officer Shattuck Groome heard Walmart CEO John Furner deliver a compelling case for why omnichannel marketing is no longer a nice-to-have but a strategic imperative. Walmart’s approach is a masterclass in what it means to truly meet the consumer where they are, powered by an integrated ecosystem:
- Brick-and-mortar stores
- Walmart Connect
- Vizio data (post-acquisition)
- Robust data engineering to forecast shopper behavior
- A creator network 40,000 strong
Furner made it clear: waiting for consumers to come to you is a thing of the past. The new playbook requires brands to show up across the entire journey, even in unexpected places, with messaging tailored to distinct audience segments.
He also challenged the industry’s overreliance on simple A/B testing. The “winner takes all” mindset, he argued, fails to reflect the complexity of modern audiences. Today’s consumers follow different paths and need to be spoken to in different ways. One-size-fits-all creative just doesn’t cut it.
The takeaway?
Omnichannel isn’t just about being everywhere, but being everywhere with intention.
AI Trailblazers: From Hype to Hands-On
At the AI Trailblazers Summer Summit, Shattuck dug into the real-world implications of AI across media planning, buying, and measurement.
One standout panel, “Vibe Shift: Marketing at the Speed of AI,” explored how AI is enabling marketers to create emotionally resonant, hyper-personalized campaigns that actually connect in real time.
From agencies to publishers, everyone’s toolkit is getting smarter and faster. AI isn’t just on the horizon anymore; it’s embedded in how we approach everything from insights to activation.
Channel Factory x Mile Marker: Redefining Brand Suitability
Channel Factory hosted a lunch at our recent All Hands meeting that focused on maximizing media performance in walled gardens like YouTube and Meta.
With rising media costs and performance constraints across platforms, brands are facing more pressure to ensure every impression counts. The conversation centered around Channel Factory’s AI-powered technology that places ads in contextually relevant, brand-suitable environments to cut waste and boost ROI.
Takeaways included:
- The power of multi-modal detection for content alignment
- The growing need for predictive audience segmentation
- How diversity-forward strategies can improve brand equity and performance
It was a candid, data-backed discussion, and a great example of what smart partnerships can deliver.
