From fandoms to impact: 5 marketing execs on the future of advertising
How are brands earning attention in a fragmented media landscape? Execs from Meta, Fox, Universal Music Group, Tubi, and Verizon share how innovation is reshaping advertising.
As brands seek to drive growth and deepen audience engagement, the economics of attention are shifting quickly. Content is abundant, engagement is more fragmented, measurement is more granular, and marketers are under pressure to connect attention to outcomes more clearly. To explore how leading media companies are adapting and innovating, Deloitte spoke with five executives from Meta, Fox Corporation, Universal Music Group, Tubi, and Verizon.
- Alex Schultz, chief data officer at Meta and author of Click Here: The Art and Science of Digital Marketing and Advertising, highlights the importance of measuring incremental impact, arguing that marketers need to know what behaviors a campaign actually changes.
- Puja Vohra, chief marketing officer at Fox Corporation, describes how fandoms look different across sports, news, and entertainment.
- David Robertson, senior vice president of global partner strategy at Universal Music Group, explains how music-streaming data can reveal what people are feeling and doing in real time, helping brands tap into fandoms more meaningfully.
- Suzanne Strasser Grant, vice president and global head of brand and agency partnerships at Tubi, describes how audience signals, fandoms, and ad formats fused into the viewing experience are shaping the future of TV.
- Karen Damoah, senior manager of communications at Verizon, highlights the role of authenticity and consistency in building trust within communities.
Watch the playlist for candid executive insights on how brands are building stronger connections in a changing media landscape.
For additional insights on the future of advertising, check out earlier interviews with executives from Netflix, DoorDash, Tripadvisor, and iHeartMedia, among others.
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Wenny Katzenstein
By
Melanie Hamilton
Wenny Katzenstein
The authors would like to extend our sincere thanks to Suzanne Kounkel (Chief Marketing Officer, Deloitte Global), Menes Etingue Kum (Senior Manager, Deloitte Consulting LLP), and Nikita Avdiushko (Manager, Deloitte Consulting LLP) for their strategic leadership and support.
We are also grateful to the following executives for sharing their valuable perspectives and contributions: Alex Schultz (Meta), Puja Vohra (Fox Corporation), Simon Whitcombe (Meta), Suzanne Strasser Grant (Tubi), Karen Damoah (Verizon), and David Robertson (Universal Music Group).
The authors also recognize Annalyn Kurtz, Kolin Quick-Gunther, and Jaime Austin from Deloitte Insights; Amy Booth, Carolyn Werner, Kelly Komisar, and Faith Hotchkiss (Deloitte TM&E Marketing), Abby Queen (Deloitte Digital), and Studio Soeur for their editorial, marketing, and production guidance and contributions.
Editorial: Annalyn Kurtz, Kolin Quick-Gunther, Jaime Austin, Sayanika Bordoloi, and Anu Augustine
Cover image by: Jaime Austin
Knowledge services: Rishitha Bichapogu
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