Research, prices and campaign cases — verified data with practical takeaways for brands.
Research, cases and practical tools — without unnecessary theory.
ETC AGENCY has decided to leave ABA. We state the agency's position and explain why clear authorship, authority and methodology matter to brand safety and market resilience.
Open insightAdobe surveyed 850 small businesses in the US: nearly half edit AI-generated content before publishing, and one in three won't publish anything that doesn't sound like their brand voice.
Open insightIn 2026, 94% of major brands plan to increase AEO investments. We break down 13 visibility monitoring platforms in ChatGPT, Gemini, and Perplexity—ranging from $29 to $699 per month.
Open insightA marketing automation consultant with eight years of Pardot experience reveals the most popular platform among clients leaving Salesforce's tool and explains why migration typically takes one to three months.
Open insightForrester warns: more budget won't fix an outdated marketing model. Buyers are behaving differently, yet CMOs continue optimizing a broken system.
Open insightAn overview of CPM, CPC, and CTR trends across major Russian platforms in Q2 2026 and their impact on media budgets in influencer advertising.
Open insightMarketing produces more content with AI, yet each new capability requires management, integration, and oversight—building up AI debt, a hidden operational liability.
Open insightStanley 1913 is rewriting product cards, adding FAQs and usage guides—so language models can recommend products in response to questions about gifts, fitness, and travel.
Open insightMarketers have learned to monitor brand mentions in ChatGPT and Google AI Overviews, yet still can't clearly tie this visibility to revenue. We break down measurement approaches and key obstacles.
Open insightGap invites employees into a creator program, while Starbucks builds one from scratch. Legal considerations, work hour tracking, and staff motivation make employee-generated content far more complex than traditional influencer advertising.
Open insightA 2026 G2 study reveals: over half of B2B buyers begin their search with AI assistants. We explore how brands monitor mentions across ChatGPT, Perplexity, and Gemini—and why this reshapes influencer marketing.
Open insightNielsen acquired DoubleVerify for $2.15 billion and took the company private—the fourth major exit in a year. Here's why investors are losing faith in ad-tech and what it means for brands running programmatic campaigns.
Open insightThe Museum of Moscow showcased 14 sports posters spanning a century—from pre-revolutionary cyclists to the 1980 Olympics. We explore how visual propaganda drove mass engagement.
Open insightReal-time access to detailed data pushes marketers to react to every fluctuation. Marketing Strategy Journal research explains why this approach backfires and how to measure investments correctly.
Open insightRegulators, browsers, and platforms are restricting tracking capabilities. Marketers will need to measure influencer advertising effectiveness through probabilistic models rather than exact attribution chains.
Open insightCircana analyzed nearly 50 CPG brand campaigns and found that integrating media, promos, and commerce drives 16.5% sales lift and reaches 17% new households. We break down the methodology and its applicability to the Russian market.
Open insightStarting September 1, 2026, VK Video creators need just 1,000 subscribers to join the partner program. Here's what the new terms mean for brands.
Open insightCannes Lions 2026 winners proved it: small product changes drive more customers than scaling media budgets. We break down AXA and Suncorp's winning strategies.
Open insightIn Q2 2026, streaming ad inventory surged by dozens of percentage points, yet average CPM rates fell across the board. We break down data from Disney, Roku, Paramount, and Warner Bros. Discovery.
Open insightLeica removed photographer Valery Melnikov's project from its competition after backlash over his work with RIA Novosti. We break down how brands manage reputational risks when selecting creators for collaborations.
Open insightBrands are shifting from NPS to Customer Effort Score, scaling back automation to 45–55% intentionally, and categorizing inquiries by root cause. We explore how this impacts your influencer marketing strategy.
Open insightOver 30 experts have called on the Indian government to restrict unhealthy food marketing — influencer ads, celebrity endorsements, and promotional pricing could all face restrictions.
Open insightAI agents handle the routine work: hypothesis generation, creative briefs, and daily metric monitoring. We explore three operating modes and the boundaries of this technology.
Open insightSarkhan Gromov from Gromov Branding explains why modern brands look polished but lose their individuality—and how to find your unique visual space instead of copying competitors.
Open insightNew Mexico court ordered Meta to pay $567 million to a teen mental health fund. The company continues losing cases one after another — here's how litigation is reshaping the rules for platforms.
Open insightHow IBM embedded AI in marketing and generated more leads with half the events—and what it means for your influencer strategy.
Open insightWhen creative teams access generative tools without unified guidelines, brands lose message control and API spending becomes unpredictable. We break down four operational tools for scaling AI content while maintaining brand consistency and cost efficiency.
Open insightMarketing identifies a buying signal, sales calls two days later without context—and the opportunity is lost. We break down exactly where B2B revenue slips away.
Open insightA Boston-based creator earned money from interior projects, but contracts consumed her time. Her manager suggested filming about entertaining at home—the first video hit 5M views, and annual income tripled.
Open insightZoom launched a blogger campaign to gain visibility in AI search results. We explore this new strategy for presence in large language models and what it signals for brands.
Open insightDIGITAL TWIGA forecasts a redistribution of advertising investments among Russian platforms. We break down how influencer collaboration strategies will evolve and why small businesses remain on traditional channels.
Open insightReebok's journey from family workshop to global brand: how selecting the right brand ambassadors and targeting overlooked audiences delivered threefold revenue growth.
Open insightAt Business Booster, product managers without coding skills build modules in weeks that previously took five developers a year to complete. We explore how AI is fundamentally changing team composition.
Open insightAdmitad has launched a platform that consolidates performer discovery, contracts, ad labeling, and blogger payments into one service. We explore the solution's architecture and use cases.
Open insightFerrara, Hershey, and Mars roll out their Halloween lines in July — three months before the holiday. We break down the Summerween mechanics and what it means for seasonal campaigns.
Open insightThe FIFA World Cup 2026 final became the most-watched football match in US history. Breakdown of Samba TV and Nielsen data: how brands can use contextual advertising and creator partnerships around sports events.
Open insightGoogle rankings and organic traffic no longer tell the full story. Semrush data shows: visitors from AI search convert 4.4x more often than from traditional search results.
Open insightAwin's research reveals that over half of AI users explore products via chatbots, with a third making purchases based on algorithmic suggestions. We examine how this reshapes influencer partnerships.
Open insightS4 Capital doubled its operating profit by tightening cost controls, yet AI token spending is outpacing revenue growth. Goldman Sachs projects token consumption will surge 24-fold by 2030—forcing agencies to choose between investing in AI and maintaining profitability.
Open insightInstasamka, an influencer with 5.1M followers, has announced her exit from Russian entertainment. We break down how departures of major influencers affect brand advertising strategies.
Open insightSocial media users leverage up to seven different platforms monthly to interact with brands. We explore how omnichannel behavior influences influencer marketing strategy and campaign effectiveness.
Open insightMost brands are personalizing more than ever, but customers increasingly find these efforts intrusive or irrelevant. We break down Adobe and Forrester's research on the gap between company efforts and audience expectations.
Open insightThe American Marketing Association published a report on how AI is transforming the job market in marketing. Companies are reducing demand for execution-focused roles but actively seeking professionals who can make strategic decisions and manage technology.
Open insightUS retailer Kroger rolled out an AI assistant for shoppers with ad placements built in from launch — faster than Walmart and OpenAI. We explore how the monetization works and why it matters for retail media.
Open insightA Premier League player has signed with a media football team owned by a rapper for 500,000 rubles monthly. We break down media sports economics and what's in it for brands.
Open insightA 10-point checklist for selecting an enterprise marketing automation platform: from unified CRM to AI orchestration. Includes data on agentic system adoption rates and actionable insights for brands.
Open insightVirtual influencers outperform human creators in engagement, yet only three out of ten publish content consistently. We break down the AYNET findings and explain why betting on AI avatars isn't the winning strategy yet.
Open insightAdtech platform Gravity placed text ads in ChatGPT and other AI assistants, securing $30.5M in funding. WPP Media estimates the generative AI advertising market at $100 billion by 2030.
Open insightTime created a separate site version with ads served to AI assistants ChatGPT, Claude, and Perplexity. Here's what it means for brands and content creators.
Open insightGap Inc. opened a partner program for sales associates, Starbucks launched a TikTok creator network among baristas. We break down the new trend in influencer marketing — employee-generated content instead of traditional bloggers.
Open insightWe break down VK Ads research on viral advertising perception: why Gen Z engages more actively with influencer integrations and which mechanics drive successful campaigns for younger audiences.
Open insightWhen customers ask ChatGPT about suppliers instead of searching Google, visibility in AI models becomes more critical than organic search rankings. We break down two leading tools for tracking your brand mentions in AI-generated responses.
Open insightHubSpot released a 2026 brand tracking tools review. The major shift: brands now measure not just awareness across social media and surveys, but their share of mentions in ChatGPT, Gemini, and Perplexity responses—before customers even visit the website.
Open insightSOCi developed the F.A.C.T.S. model for comprehensive brand visibility optimization across search engines, social media, reputation platforms, and AI tools. We break down five key factors and their impact on citations.
Open insightAmerican fashion brand Aéropostale released a six-episode season of a show with TikTok blogger Deja Clark. The content was distributed horizontally on YouTube and TikTok, with Instagram engagement doubling as a result.
Open insightIn 2026, advertisers renegotiated $13 billion in contracts, with year-end volumes potentially reaching $30 billion—double the typical level. We explore what's driving this new wave of Mediapalooza and how it's reshaping agency expectations.
Open insightRambler launched an offline campaign across 1,000 BelkaCar carsharing vehicles in Moscow. We explore why a digital portal needs physical presence in the city and how vehicle branding works.
Open insightBioMed founders reveal how they identified their target buyer among 12 wellness-focused consumer segments, differentiated themselves with bold black packaging on white shelves, and transformed unhappy customers into loyal brand advocates.
Open insightLeading fashion retailers are rolling out AI-powered platforms to control complex supply networks. New regulations in the US and EU require documented proof of origin for every clothing component — without automation, processing the data volume is impossible.
Open insightAI models integrate with marketing systems via Model Context Protocol, but can't substitute a CRM platform: the model formulates queries, the platform stores data and customer intelligence.
Open insightAI is changing more than just marketing tools—it's fundamentally reshaping team structures. Functional boundaries are dissolving, and specialists are learning to operate as a cohesive system built on shared data.
Open insightItalian scientists compared the academic performance of 5,000 schoolchildren and found that early account creation correlates with a six-month gap in math and native language skills.
Open insightMajor streaming platforms are rolling out free ad-supported tiers to win back audiences migrating to YouTube and FAST services. We explore how this will reshape the digital advertising market.
Open insightThe new Spider-Man film set a US box office record for its opening weekend with $360 million. We break down why the superhero franchise beat Avengers results.
Open insightPepsiCo, Aéropostale, and other leading advertisers are sharing creative control with influencers. Agencies are documenting consultation requests with content creators during the campaign planning phase.
Open insightBuyers are entrusting AI agents with the entire research cycle—from parameter filtering to comparison matrices and autonomous purchases. We break down how B2B brands can adapt their creator strategy and data infrastructure to align with this new search model.
Open insightA brand that consistently appeared in ChatGPT responses in spring saw half its mentions disappear two months later—despite unchanged search queries and website content. Zvonko agency reveals the mechanics behind citation decay and the operational cycle that restores AI visibility.
Open insightVK Ads has launched a beta version of its CRM and call tracking integration. Lead form submission statuses now display in reports without manual reconciliation.
Open insightYandex published data on advertising format testing in Alice AI: since June 2025, over 460k companies have promoted their services through the dialogue interface, generating more than 2 bln ₽ in revenue. We examine context-aware targeting mechanics and early results for brands.
Open insightYandex Direct has added dynamic call tracking to Simple Start and Unified Performance campaigns. Now advertisers can see which ads drive actual calls—with no service fees.
Open insightMarketers are moving from executing tasks to managing AI agents. We break down how the specialist's role is evolving and why quality assessment—not execution speed—is becoming the critical skill.
Open insightAd platforms have shifted from reacting to demand to forecasting emerging needs. We break down ARGUS, GEM, and Performance Max — and what it means for media buying.
Open insightAKAR and ARIR have unveiled the first industry-wide glossary of artificial intelligence terms — 66 concepts in EN-RU format designed for seamless collaboration between agencies, brands, and regulators.
Open insightA pediatric surgeon from Brazil has been giving his patients Superman and Wonder Woman costumes before surgery for 6 years. Children stopped being afraid — let's explore what this case means for brand customer experience.
Open insightOne of YouTube's largest educational creators apologized for using ChatGPT in script preparation and announced a reduction in content production across his channels.
Open insightElon Musk's dispute with The Economist editor over unreliable crime statistics shows why brands need to evaluate not just a blogger's reach, but also the quality and accuracy of their content.
Open insightAdvisor Media demonstrated AI dashboards that pull data from ad systems and CRM, automatically detect anomalies, and generate hypotheses. We break down three implementation levels—from a week-long setup at ₽5,000 to a comprehensive project at ₽600,000.
Open insightPressIndex compiled an influence rating of 140 professional Telegram channels focused on marketing and PR. It turns out: audience size doesn't determine media weight — niche projects outperform larger channels through citations and reposts.
Open insightThe average page from the top 1 million websites contains 56.1 accessibility errors—10.1% more than a year ago. AI tools trained on this web reproduce the same errors in the code they write for brands.
Open insightHeads of Starbucks, Procter & Gamble, and other corporations are now publicly reporting on marketing budget performance. This isn't just news—it's a shift in the status of measurement.
Open insightDiscover how answer engine optimization tools help brands appear in ChatGPT and Gemini responses—and why this matters for influencer-driven promotion.
Open insightCourt filings revealed MrBeast's real influencer advertising rates: from $2.5 million per video to $15 million annually. We break down pitch structures for major brands and key takeaways for the Russian market.
Open insightHubSpot launched an AEO module to track brand mentions in ChatGPT, Gemini, and Perplexity responses. We break down its capabilities against competitor Otterly and explain which tool works best for Russian brands.
Open insightMost marketing departments lose control over brand evolution due to poor documentation practices. We break down three methods that help teams track decisions and make informed choices in future campaigns.
Open insightCustomers increasingly choose products through conversations with ChatGPT or Perplexity, bypassing company websites. We explore which metrics to monitor instead of page visits and how to measure demand shaped in AI environments.
Open insightIAB Tech Lab introduced AAMP 2.3 — an updated standard for AI agents in advertising. We explore how new budget control, privacy, and integration tools are reshaping media buying automation and impacting the influencer marketing landscape in Russia.
Open insightNot a social media ranking, but a selection method: we match platforms with audience scenarios, content depth, conversion funnel, ad labeling, and available data.
Open insightWe compare marketing tasks, not 'the best channel': where you need shaped demand, where you need trust and explanation, and how to evaluate combined impact.
Open insightEssential checklist for marketers: what to lock down in your influencer ad contract before production to minimize disputes and campaign delays.
Open insightA neutral decision matrix: when a blogger platform is enough for your brand, when you need an agency team, and how to build a hybrid model without overspending.
Open insightWe break down how a brand ambassador differs from a one-off collaboration and show you how to turn blogger partnerships into a managed long-term program.
Open insightA UGC creator sells content to your brand; an influencer brings their audience too. We break down when you need each format and how to combine them cost-effectively.
Open insightYouTube integrations deliver results beyond a single day, so brands need to align not only the script but also placement in the video, usage rights, video lifespan, and measurement methodology.
Open insightPosts, clips, and long-form videos serve different purposes. Learn how to build a VK campaign around the customer journey and keep your results visible in overall analytics.
Open insightMaster Telegram influencer ads without standard rate cards: how to select channels, verify actual reach, negotiate formats, properly label sponsored content, and measure campaign performance.
Open insightSmall businesses don't need the biggest influencer. They need a well-managed campaign with a targeted audience, a clear offer, and a measurable next step.
Open insightAI accelerates marketing but blurs brand differentiation. Analyst Scott Hornstein explains why trust is the only sustainable advantage and how to build it through personal connections and CLV metrics.
Open insightA leading beverage manufacturer launched an independent audit of programmatic campaigns in CTV and online video during World Championship broadcasts. We explore why suppliers deny data access and how this affects budgets.
Open insightUnilever deployed 50,000 creators during the World Cup and reached 600 million people. Agencies and experts explain how to technically manage such a network and where automation kills creativity.
Open insightBrands are moving beyond using influencers for reach alone: creators now help develop collections, run seasonal campaigns, and build long-term partnerships.
Open insightHubSpot and Validity revealed: only 9% of companies trust their CRM data enough to make decisions. We break down how database structure impacts campaign launches and analytics with bloggers.
Open insightWe compiled industry materials and built a practical model for measuring influencer marketing effectiveness: from contact quality to business results.
Open insightVK Видео is building a thriving creator and advertising ecosystem. Here's your campaign roadmap: from defining video strategy and selecting creators to reporting and scaling decisions.
Open insightYouTube's centralized system connects Studio, Google Ads, and DV360. Here's what processes will streamline—and what your team still needs to handle.
Open insightThe number of channels keeps growing, but a large catalog doesn't replace creator vetting. We've compiled a methodology for selecting bloggers on MAX for your first advertising campaign.
Open insightMAX has launched Stories. We break down what the format can achieve for brands, how to select the right creators, and which data to gather before scaling placements.
Open insightThe marketplace has launched promo bonuses for sellers with smaller turnovers — funds can be used in WB Promotion and WB Media services.
Open insightKURU created a spot featuring a couple discussing foot comfort while their zombie son is chained to the wall. Discover why the orthopedic footwear brand moved away from doctors and anatomical diagrams.
Open insightA prostate adenoma treatment brand abandoned medical terminology, showcased fishing, and claimed the top growth position in its category—up 59% in units sold.
Open insightHubSpot has published a comparison of two AEO tools—designed to optimize content for ChatGPT, Gemini, and Perplexity responses. We break down pricing, engine coverage, and integrations.
Open insightStreamer Kai Cenat hosted a five-day educational bootcamp for aspiring content creators live on stream. We break down how brands integrated into the content and what metrics they achieved.
Open insightAndy Burnham's TikTok following surged from 99,000 to 170,000 subscribers in his first week as Prime Minister. Discover how the politician is leveraging influencer partnerships and what brands can learn from this approach.
Open insightŌura's CMO shared at Cannes 2026 how the brand shifted focus from sleep tracking to women's health and the readiness concept — and why this drove growth.
Open insightSocial Media Today published a guide on organic brand promotion on TikTok. We explore why influencer analysis is critical for the platform and which tools help you find creators in your niche.
Open insightThe sports brand dedicates $30M to marketing via a TV series star, pushing only existing collections. We explore why storytelling-driven campaigns work without product line expansion.
Open insightIn 2025, viewers spent 36.4 billion hours watching streams. We break down Russian creator earnings, identify growing formats, and show brands how to select streamers for effective advertising campaigns.
Open insightA domain name is more than a technical address—it's a direct traffic channel. We break down how domain choice affects brand recall, the risks posed by misspellings and cybersquatting, and why trademark registration is your best asset defense.
Open insightAnastasia Gameza, a beauty brand strategist, explains where the line lies between adaptation and identity dilution when entering new markets.
Open insightOver three years, Yandex paid bloggers 5.3 billion rubles through its automated advertising network. We explore how advertiser approaches have evolved and why demand is shifting toward smaller channels.
Open insightYandex has launched beta testing of 'Panorama' — a media advertising placement tool reaching 120M unique monthly users. We break down the mechanics of smart reach and ML optimization strategies.
Open insightThe information cycle has shrunk to just days, and audiences have stopped responding to generic marketing language. Discover how cultural arbitrage is revolutionizing influencer collaboration and creative strategy.
Open insightGartner found that two-thirds of marketing directors expect AI to transform their functions within the next two years. Yet only 5% of executives using generative AI as a tool report significant business growth.
Open insightYandex connected over 400 Magnit screens in eight major cities. Analysts forecast revenue growth in the hundreds of millions of rubles, though the regional OOH market remains five times smaller than Moscow's.
Open insightHasbro, Mattel, and Crayola are releasing products designed specifically for adults. We break down how classic toy brands are shifting their strategy and why they're targeting the 30+ demographic.
Open insightIn just two years, Reddit transformed into a must-have channel for marketers — search engines and AI bots now cite content from the platform. Here's a five-step framework for establishing your brand's organic presence on Reddit.
Open insightIn 2024, AI-generated content surpassed human-created material, while attention spans for posts dropped to 8 seconds. We explore how brands can leverage neural networks in marketing without losing communication authenticity.
Open insightTikTok has partnered with NBA and WNBA: creators gain access to games, brands get placement alongside official league content. The GamePlan tools pilot delivered 497M views.
Open insightLifestyle brand Stanley has achieved 79% brand awareness across North America without relying on AI-generated ad creatives. The company is increasing its influencer advertising budgets and returning to traditional seeding strategies.
Open insightParamount+ will begin testing micro-dramas—short vertical series—in its mobile app in Q1 2025. The format is designed to build viewers' habit of watching content on the go every day.
Open insightThe natural deodorant brand Curie underwent a complete identity overhaul following its Walmart expansion—from logo to packaging redesign. The founder explains why: in a retail environment, you have two seconds to capture attention, not an entire web page.
Open insightBerlin-based Passionfroot, which connects B2B brands with industry-specific bloggers, has secured $15M in funding and is opening an office in New York. The platform's revenue increased 13-fold over the past year.
Open insightHubSpot found that two-thirds of marketers worldwide use AI in their work, with 74% in the US. We break down which AI tools for SEO help small businesses save time on content, analytics, and technical optimization — and how they work together with influencer marketing.
Open insightTraffic from AI chatbots to brand websites jumped 632% over 10 months, but most corporate sites are technically invisible to AI crawlers. The problem lies in architecture: client-side rendering creates an empty shell instead of actual content.
Open insight68% of Google search queries end without a click to a website — customers get AI recommendations before they ever see your brand. Research reveals how the customer journey is changing and what brands should do about it.
Open insightAmerican Eagle, the US retailer, has launched a seasonal campaign featuring three celebrities, campus influencers, and a series of offline activations in shopping malls—amid a 57% year-over-year surge in mall visits by Gen Z.
Open insightRIR analyzed major collectible promotion campaigns in fast food and retail. Magnit's 'Skrepyshi' proved 50 times more popular than comparable competitor initiatives.
Open insightYour first month with an agency isn't about endless introductions—it's about establishing a solid working system. We've compiled a complete onboarding plan, key roles, and control checkpoints.
Open insightA well-structured tender compares agencies on a single task with transparent criteria. We break down the RFP, evaluation form, presentation, and final negotiations step by step.
Open insightAudience size alone doesn't determine effectiveness. The choice between micro-influencers and mega-influencers depends on your goals, product, risk tolerance, and team resources.
Open insightSeeding campaigns work as a managed system where creators, messaging, and dates align toward a single goal. We walk through the entire process from brief to final report.
Open insight'Weekend at the Grand' starring Jennifer Garner became the most-watched series in Peacock streaming history. The main character is a food blogger dealing with personal loss.
Open insightRegional media and brands are abandoning template symbols in favor of hyperlocal content and authentic stories. We break down successful cases and potential risks of this trend.
Open insightON Media and the Assembly of the Peoples of Russia have signed an agreement to launch the third season of the Creative Laboratory ON Lab. The project will create content about cultural diversity for young people from across Russia.
Open insightA practical ROMI methodology that doesn't confuse profit with revenue and acknowledges that not every promo code order resulted solely from advertising.
Open insightA media plan is far more than a list of names and rates—it's a working campaign model. We break down its components, assumptions, and control points.
Open insightWhat initial information an agency really needs before selecting influencers—and how a well-prepared brief cuts timelines, errors, and campaign launch costs.
Open insightWe skip the averages and show you how to read an agency proposal and compare offers based on equal scope of work.
Open insightFor years, platforms profited from creator content—now they're pouring billions into AI. We break down how this shift impacts influencer marketing and blogger advertising.
Open insightFrance's Parliament has passed a law prohibiting social media use for anyone under 15—a first in Europe. Starting January 2027, all users will be required to undergo age verification.
Open insightMastercard launched a video series with food bloggers visiting lesser-known restaurants across the US and handing owners $10,000 grants. Experts explain why this model works and what it means for brands.
Open insightUber has renewed its media buying contract with Omnicom Media across North America, Europe, the Middle East, Africa, and Latin America. The company's global advertising budget has reached $879 million.
Open insightPinterest explains how catalog configuration impacts advertising effectiveness: from title structure to the number of SKUs in groups.
Open insightSpangler Candy owns Dum Dums, Sweethearts, and Bit-O-Honey—brands over a century old. The company grows 3–5% annually by acquiring assets during downturns and restoring their original recipes.
Open insightMatch rate shows how many customers from your database the platform could identify for targeting. Most brands loses up to 55% of their audience — and never realizes it.
Open insightFemtech startups have attracted $6.2 bln in investment since 2019, yet face ad blocks across all platforms. We break down how content moderation hinders promotion and what brands can do about it.
Open insightMinute Maid transformed its Bring the Juice slogan into talking characters. Zero Sugar bottles became the inner voice of video heroes—simultaneously a psychologist, a friend, and a crazy advisor.
Open insightThe W3C Consortium has published the Attribution API specification — a mechanism for measuring advertising effectiveness through browsers without cross-site tracking. We explore how this will impact the measurement of ad campaigns.
Open insightBusinesses transferred 8.5 bln ₽ to the budget under the 3% internet advertising tax in H1 2026 — up 9% year-over-year.
Open insightSavvy Marketing agency surveyed British consumers: one-third have already made purchases during live-shopping events. TikTok records 6,000 live streams daily, with small businesses earning up to £100,000 from a single stream.
Open insightAt the Cannes Lions festival, Reddit demonstrated to brands why authentic dialogue with platform communities matters more than direct advertising placements.
Open insightHalf of consumers discover new products through social media, but only 6% are willing to buy there. ESW surveyed 23,000 shoppers across 18 countries to understand why influencer marketing fails to close the deal.
Open insightThe fitness platform Strava offers brands a fresh approach: embed themselves in regular workouts and connect with consumers through preparation and recovery rituals instead of standalone activations.
Open insightTraditional media can't keep up with the pace of sports. Discover how brands leverage creators for real-time engagement and why influencer advertising outperforms classical media.
Open insightCutwater cocktail brand launched a campaign with actress Parker Posey across social media platforms. The Beyond Beer portfolio of parent company AB InBev grew 37% year-over-year.
Open insightLamborghini has scrapped the electric Lanzador and delayed its first electric vehicle launch to 2030. The reason: low demand for electric cars and immature technology.
Open insightThe average Russian spends 8 hours and 40 minutes daily consuming media content, with half that time spent on TV. We break down media consumption patterns and what they mean for digital advertising.
Open insightA top executive at Rambler&Co states that by 2035, media will compete not on content production speed, but on audience verification and trust. We break down the key insights from the Russian Creative Week session.
Open insightRodnaya Rech and Avito Reklama found that brand trust means security and stability, not just loyalty. 75% of Russians prioritize reliability as the key criterion in times of change.
Open insightBranded search has long been considered a reliable indicator of brand demand. New research shows the metric is losing its real-world correlation—consumers make decisions before they ever type a brand name into the search bar.
Open insightThe chain rolled out a guarantee on its iconic burger and hired a dedicated customer care manager following customer feedback collection. Sales increased 5.8% in the first quarter of 2026.
Open insightVGIK, Getblogger, and ON Media have launched an educational course for content creators. The program includes influencer marketing, blog monetization, advertiser relations, ad labeling, and AI applications in production.
Open insightAn intimate business breakfast format allows B2B companies to move beyond one-way advertising and build meaningful dialogue with their audience through expert presentations and discussions of real business challenges.
Open insightNestlé generates digital product replicas using AI, Yandex Maps cut video production costs by 15 times, Wildberries launched an AI tool for sellers. How neural networks are reshaping video production for brands.
Open insightVirtual operator Sberbank-Telecom launched multi-network technology in Moscow in 2025 using T2 and Megafon infrastructure. We explore how this impacts operator competition and the M2M solutions market.
Open insightOzon surveyed 1,500 Russians: one in two consumers buy or save items after blogger recommendations, with creator credibility outweighing subscriber numbers.
Open insightChupa Chups and VML transformed their signature lollipop into a functional microphone for bloggers. The device isn't for sale, but makes its way into interviews and podcast recordings.
Open insightAccenture Song bought Whalar for a minimum of $500 mln — the largest deal in the creator economy market. The acquisition demonstrates that influencer advertising is transforming from a marketing tactic into a strategic priority for company leadership.
Open insightYouTube published a guide for working with short-form videos: from discovering trends through hashtags to interactive stickers that boost audience engagement.
Open insightTikTok and Warc surveyed 400 marketers across four countries and found that while AI accelerates content production, cultural intelligence remains irreplaceable for influencer ads.
Open insightRepublican Josh Hawley accused Meta of persecuting Sara Wynnwilliams, former head of public relations, who published a memoir making claims about the company's collaboration with the Chinese government.
Open insightVacation's Vice President of Design Roy Fleeman shares how the team transformed a utilitarian product into a collectible item through nostalgia, sensory design, and meticulous attention to every customer touchpoint.
Open insightWe explore 10 marketplaces for automated influencer ad purchasing—from basic creator directories to AI-powered platform selection. Overview of functionality, pricing, and legal considerations for each.
Open insightAt ADWEEK House Sports Summit, marketers from MLS, Gotham FC, and Translation shared how months of preparation for the FIFA World Cup helped them create record-breaking campaigns and content plans for the year ahead.
Open insightBlockbuster turned down Netflix for $50 mln — a decade later, the chain went bankrupt. We break down how a DVD rental service became a streaming empire and what business transformation lessons brands can learn.
Open insightSensor Tower reports 3.6 hours of daily app usage against just 6% of time spent in browsers. We analyze the numbers and key takeaways for brands.
Open insightOnly one-third of Salesforce customers have implemented the Agentforce platform for autonomous AI agents in marketing and sales. New research reveals the key barriers holding back B2B companies.
Open insightWhile everyone's talking about AI, marketing operations is experiencing three critical shifts: rationalization of technology stacks, a return to marketing mix modeling, and a move away from multi-touch attribution.
Open insightVevo found that two-thirds of Gen Z yearn for an era they never experienced. Gap boosted sales by 10%, Coach attracted 35% of new customers from Gen Z—all through nostalgic influencer-driven campaigns.
Open insightStarKist appointed Tombras as its agency to turn its 65-year-old mascot into viral content. We explore why mascots are back in trend and what it means for Russian brands.
Open insightSponsorship rights for the FIFA World Cup represent $965M in annual revenue for FIFA. We break down partner protection mechanisms, ambush marketing tactics, and key lessons for brands.
Open insightOn October 20th, Demis Group will host a conference on marketing through cultural code. The agenda features a presentation on cutting lead costs in half using nano-influencers, plus brand case studies.
Open insightPublishers and e-commerce brands have started using LLM-honeypotting — a technique that lures AI crawlers into useless content labyrinths, driving up their costs and degrading data quality.
Open insightMajor events like the FIFA World Cup are becoming more than just part of a campaign—they are the campaign itself. To participate effectively, brands need the infrastructure to make quick decisions.
Open insightYouTube is testing an updated Studio interface with a focus on analytics while tightening requirements for AI-generated content. Here's how this will impact your blogger advertising campaigns.
Open insightTikTok is launching a pilot managed services program in the US, taking on marketing, influencer recruitment, and content creation for sellers. Participation costs $10,000 plus a 10–20% commission on sales.
Open insight74% of media and digital professionals have started optimizing content for neural networks, not just search engines. We break down how content creation approaches are shifting and why expertise is becoming more valuable than popularity.
Open insightAn analysis of ~1,000 ad campaigns revealed that brands spending maximum budgets from the start are more likely to waste funds and lose stakeholder trust. We break down why a phased launch approach outperforms aggressive budgets.
Open insightSkechers has assigned media buying across 31 countries to joint venture Horizon Global. The brand is betting on the AI-powered BluConverged platform to drive omnichannel campaigns and accelerate growth in international markets.
Open insightLight industry associations are urging to shorten the grace period for trademark verification on marketplaces — until March 2027, sellers can list any brand in product cards without proof of rights.
Open insightCrop Media shares its rebranding journey: from uncovering target audience insights to launching a new brand identity. We break down the process, mistakes, and key stages.
Open insightA psychologist with 25 years of experience in adolescent psychology challenges the theory that social media is harmful. A study of 85% of Australian teenagers revealed that bans are ineffective.
Open insightThe UK regulator Ofcom is investigating TikTok's operations: age verification algorithms fail to identify a significant share of underage users. We break down the consequences for brands.
Open insightBritish brand Wild revealed the economics of influencer marketing: nearly £10 mln annual budget, a dedicated team of 20+ specialists, and celebrity contracts valued in seven figures.
Open insightAccording to McKinsey, 50% of consumers use AI search, and 70% turn to AI for information retrieval. We explore AEO tools that help brands track mentions across ChatGPT, Perplexity, and Google AI Overviews.
Open insightFrench holding Publicis Groupe demonstrated year-over-year revenue growth of 4.8% in the second quarter of 2026. AI-driven marketing services now generate 87% of the company's total revenue.
Open insightU.S. retailers are shifting from performance advertising to branded content creation and creative formats, redirecting budgets from TV and programmatic to their own platforms.
Open insightThe Phia scandal is not just a typical commission redistribution between publishers—it's the creation of non-existent affiliate transactions through forced clicks. Estimated damage to brands: $10–12 million.
Open insightAmericans are buying less at grocery stores: sales volume fell 1.8% year-over-year. Bain & Company explains why rising prices no longer offset the demand decline.
Open insightX5 Media generated 9.6 bln ₽ from advertising in Q2 2026. The company is deploying AI to forecast campaign effectiveness and expanding its influencer marketing operations.
Open insightLead volume shows campaign activity. Metrics built on audience relationships reveal the true impact of marketing on deal quality and long-term business growth.
Open insightThe British government proposes automatically blocking social media for teenagers aged 16–17 from midnight to 6 AM. We explore how new restrictions will impact blogger audiences and media buying.
Open insightAdPass agency tested combinatorial ads in Yandex Direct for a top-20 real estate developer. Result: lead conversion increased from 5.06% to 5.83%, and cost per application dropped by 10.6%.
Open insightGary Vaynerchuk has become a partner of Paul Street, an agency specializing in affiliate marketing. Over three years of operation, the agency has generated $1.4 bln in revenue for its clients.
Open insightNeutrogena is launching the 'Break the Rules' platform, pitting scientific approach against viral content. The campaign includes blogger advertising, TV commercials, and activations at Lollapalooza.
Open insightFor Russians aged 20–29, private chats influence brand perception more than official ads: 20% versus 16%. Media Instinct explores the mechanics of non-public communications.
Open insightHackers obtained access to the source code of AI music generator Suno and discovered scraping of decades of audio from YouTube Music, Deezer, and podcasts. We analyze the consequences for brands and ad labeling.
Open insightMarketers save time on routine work thanks to AI, but a new study uncovers growing concerns: how will newcomers learn the trade if AI handles the foundational work that builds expertise?
Open insightAn Avito study found that 59% of job seekers consider employers’ online advertising when choosing vacancies. Gen Z responds more actively than Baby Boomers.
Open insightThe Telega.in platform received a CPC.Awards prize for its Telegram and MAX analytics tools. Learn how to vet channels before placing ads and avoid paying for dead audiences.
Open insightSberbank-Telecom is negotiating a transition to Vympelcom's network. With nearly 3% market share, the virtual operator could redistribute traffic between partners.
Open insightISBA and IMTB have formed a partnership to develop unified standards for measuring influencer ads effectiveness. The UK influencer marketing market is growing at 28% annually — the industry requires transparent metrics and responsible practices.
Open insightTerence Reilly, who took Stanley and Crocs to the top of cultural brands, reveals the strategy of counterculture movement: how disregarding industry norms led to global popularity.
Open insightAdweek identified how impatience disguised as agility, personal ambitions masked as customer focus, and other systemic decisions erode brand capital.
Open insightJeremy Fein, CEO of Cognitiv, explains why the future of advertising lies in deep learning on big data, not generative AI. How to predict creative effectiveness before purchasing impressions.
Open insightTop executives from Omnicom and consulting firms at Cannes Lions shared strategies for agencies to win pitches, adopt AI systems, and transform their approach to influencer advertising. We break down practical insights for the Russian market.
Open insightVestas sells wind turbines over 24–36 months. The company uses video to engage skeptics, buyers, and regulators before the formal pitch even happens.
Open insightDollar Shave Club created its most successful campaign in brand history for $400 using AI — the team spent a week instead of months working with an agency.
Open insightThe chief editor of Goryashchaya Izba shares her system for working with author content: from feedback structure to detecting AI-generated text. Applicable for brands collaborating with bloggers.
Open insightFree marketing mix modeling libraries removed the $150–500k price barrier, but didn't lower the expertise threshold. Why 46.9% of US marketers are investing in MMM yet don't know where to start.
Open insightOn July 13, 2024, the .me domain registrar blocked t.me following OFAC sanctions compliance verification. Telegram switched to telegram.me — we break down the impact on brands and advertising campaigns.
Open insightAssessing the effectiveness of brand participation in marketing conferences: from Cannes Lions to Russian events. What companies get for their conference budgets and why offline remains a relevant promotion tool.
Open insightOlivier Rousteing has taken the helm at French fashion house Rabanne following 14 years as creative director at Balmain. We analyze how a change in creative leadership transforms brand strategy and amplifies media communications.
Open insight6 billion viewers, sponsorship packages worth $80–100 mln, and large-scale brand activations — we break down the marketing strategy behind the FIFA World Cup.
Open insightEvolute manufacturer has proposed cutting EV subsidies from 35% to 10%. Maximum discounts will only apply to highly localized models — but no Russian electric car currently meets the required criteria.
Open insightChipotle opens its first location out of 4,100+ restaurants in Mexico — the country whose cuisine inspired the chain's menu. We explore why American brands fail in their prototype markets and what marketers can learn from it.
Open insightMarketing leaders are the first to spot market shifts — from AI to influencer channels — yet find themselves alone while businesses cling to familiar KPIs.
Open insightByron Sharp and Jenny Romanyuk from the Ehrenberg-Bass Institute explained at Cannes Lions why marketers shouldn't follow financial metrics and how to properly select KPIs to measure performance.
Open insightU.S. bank Ally invests 40% of its marketing budget in sports media and sponsorships, betting on athlete podcasts and cross-partnerships instead of traditional media buying.
Open insightRoskomnadzor announced the Telegram blockade as effective, but all regulatory meeting participants admitted to still using the messenger. Natalia Kasperskaya proposed conducting a study on actual VPN coverage.
Open insightPopular TV Time app with 26.4M installations is shutting down due to high server costs. Founder Antonio Pinto is launching Bingers — a new platform with user data import.
Open insightStreaming service Netflix is broadcasting MLB Home Run Derby for the first time while deploying unconventional marketing tools: from rhinestone-studded trucks to influencer partnerships and promotional streetcars.
Open insightEuropean Commission President Ursula von der Leyen has promised legislation to ban social media for children under 13. Ten EU countries have already announced their own age restrictions ranging from 13 to 16 years old.
Open insightHow professional ad purchasing works: CPM/CPV metrics, negotiations instead of fixed rates, and the unique dynamics of influencer advertising.
Open insightWhat goes into an influencer campaign, how agencies differ from platforms, and six key criteria for choosing the right partner.
Open insightFormats, pricing, and launch checklist: how to run influencer advertising systematically — no fake metrics, ad labeling penalties, or wasted budgets.
Open insightYouGov, WFA, and Dentsu have released data on how consumers search for information, who they trust, and where they make purchases. We break down what this means for brands working with bloggers.
Open insightGoogle has launched automatic labeling of ads created with generative AI. The SynthID system recognizes AI-generated content and adds a label to the ad information panel.
Open insightChipotle launched an activation in golf simulator PGA Tour 2K25: by completing in-game challenges, players receive codes for free burritos and double protein portions. Following the loyalty program rebrand, daily sign-ups increased by 25%.
Open insightThe MAX messenger has introduced comments in public channels, giving bloggers a direct engagement tool with their audience. Within the first 24 hours of the public channel launch, 10,000 new channels were created.
Open insight37% of consumers rely on AI over search engines, with 60% of queries not resulting in website visits. Learn why brand reputation in media is now critical for brands — beyond paid advertising alone.
Open insightVitaminwater expanded the Neighborhue platform, partnering street artists and My Code agency to reach 20 mln Latino Americans across the US.
Open insightInsurance company Farmers Insurance unveiled a rebrand featuring the 'Honesty Is Our Policy' platform, a pink identity system, and an updated jingle reimagined from its 2009 original melody.
Open insightUsers turn to ChatGPT and Claude three times more often than branded chatbots to resolve issues with companies. Gartner's research reveals the failure of corporate AI services.
Open insightThe international triathlon federation has admitted Russians to team disciplines with neutral status. What this means for brands in sports marketing.
Open insightOnly 15% of marketers base budget decisions on influencer advertising performance data, despite three-quarters planning to do so within three years. Influencer marketing is evolving faster than measurement tools can keep pace.
Open insightChina's beauty market worth $73.7 bln is built around content, brand streams, and social platforms — we break down seven trends for product and marketing adaptation.
Open insightIlham Aliyev announced consideration of a full withdrawal from the Council of Europe after Azerbaijan lost its voting rights in 2024. We examine how geopolitical shifts impact the media market and influencer collaborations.
Open insightMarketer Giles Edwards explains why humor in B2B isn't frivolous—it's a signal of competence. And how it works in blogger advertising.
Open insightB2B brands are ditching corporate dryness for human stories: documentaries, ambassadors, and humor instead of faceless presentations. We break down the strategic shift.
Open insightL'Oréal deliberately cultivates top executives from marketing teams. We examine the corporation's HR strategy and its approach to digital transformation.
Open insightMarTech published a guide on Hermes Agent Desktop — an AI tool for marketers that stores all context locally and allows creating reusable Skills with brand books and guidelines.
Open insightYouTube in Russia in 2026: throttling, 22.4 million daily audience, FAS position on advertising, and VK Video growth. We break down what this means for brands and bloggers.
Open insightComparing an in-house marketer versus an outsourced marketing agency: real costs, savings, when hiring makes sense, and when an agency is the better choice.
Open insightWhich KPIs reveal a marketing agency's true effectiveness: ROMI, CAC, LTV, CTR, and end-to-end analytics. How to select 3-5 metrics aligned with your business goals.
Open insightHow to choose a marketing agency: a six-step algorithm, key criteria—case studies with ROI, niche expertise, reporting—and red flags to watch out for.
Open insightHow to choose an influencer agency for brand promotion: strategy, analytics, influencer fraud detection, payment terms, and red flags in negotiations.
Open insightAdvertising market research: online services and retail media are growing faster than other digital advertising segments in Russia. We break down the numbers and forecast for 2026.
Open insightWhat an influencer agency does: from strategy and media buying to ad labeling. We break down when a brand benefits more from an agency versus direct deals.
Open insightRussian advertising market research: volume grew to 1.9 trillion rubles, digital outpaces other segments. We break down ACAR figures and the 2026 forecast.
Open insightRussia's influencer marketing market has reached 57 billion rubles. We analyze why growth is slowing down, where budgets are shifting, and what this means for brands in 2026.
Open insightHow blogger advertising prices changed in 2026 on YouTube, Telegram and VK: real CPM figures and the distribution of advertising budgets.
Open insightChecklist for vetting an influencer before ad integration: follower dynamics, engagement rate, audience geography, and what agencies should look for.
Open insightRARA forecast: YouTube's share of influencer marketing budgets may drop to 12%, while Telegram and TikTok are set to grow. We analyze where brands should focus in 2026.
Open insightERIR now cross-checks advertising data in real time in 2026, and document preparation timelines have been cut in half. We break down the new rules for blogger ad labeling.
Open insight92% of social media users trust blogger recommendations. How influencer marketing differs from display advertising and when each channel works best.
Open insightThe blog explains the market; the ETC team turns those insights into a campaign through strategy, creator selection, media buying, compliance and KPI reporting.
We combine influencer marketing, media buying and production, covering everything from the brief and media plan to placements and final analysis.
Learn about ETC AGENCYWe select creators around the audience and business goal, verify channel quality, coordinate integrations and define measurable campaign targets.
Launch a creator campaignShare the objective, audience, geography and budget range with ETC. The team will prepare a strategy and media plan, coordinate creators, run placements and provide a campaign report.
An agency combines audience analysis, creator verification, negotiations, contracts, compliance, publication control and performance measurement in one process.
