Future Proof

In-scene media is not just another ad format but a complete shift in how advertising interacts with content. With in-scene media, marketers have the ability to integrate their product into creator content and consumers are loving it. The data shows a 60% increase in purchase intent after exposure to in-scene media. Why? In-scene media creates a non-disruptive, engaging experience for viewers and significantly outperforms traditional advertising methods. Backed by fresh research from Rembrand and Kantar, this episode uncovers eye-opening results—think dramatic lifts in brand awareness, recall, and purchase intent when brands show up inside the content people love. Discover why consumers are gravitating toward seamless, in-scene brand integrations and how this approach is rewriting the rules of engagement. Tune into this episode and join Nicole Jones, Kantar's Chief Media Commercial Officer, and Rembrand’s Chief Marketing Officer, Cory Treffiletti, as they dive into what’s working, what’s next, and how marketers can harness the power of authenticity and innovation to stand out in a crowded media landscape. Expect actionable takeaways, bold predictions, and a front-row seat to the future of advertising. Hosted on Acast. See acast.com/privacy for more information.

Join Dani Ruggles, Marketing Manager at KFC, and Lynne Deason, Head of Creative Excellence at Kantar, as they explore how bold choices and an unwavering commitment to your brand's magnetic north can drive extraordinary results.When you know competitors will outspend you, creative quality isn’t just important, it’s essential. Great advertising amplifies your media investment, making it feel like you’ve spent more than you have.In this episode, Dani shares how KFC’s success at Christmas and beyond came from breaking traditions, ignoring the temptation to follow customer feedback, and staying true to what the brand stands for.  Hosted on Acast. See acast.com/privacy for more information.

Michael Nevski, Director of Global Insights at Visa, shares his expertise in consumer behavior and payments data. He discusses how Visa combines economic forecasting with real-world insights to shape brand strategies. Topics include the Spending Momentum Index's role in predicting spending, the rise of agentic AI, and Gen Z's desire for personalized rewards. Michael emphasizes the importance of privacy and trust, alongside the need for brands to adapt in a changing landscape. His advice? Stay curious and open to innovation!

As audiences increasingly turn to ad-free streaming and marketers grapple with a fragmented media landscape, OOH stands out as a channel where consumer receptivity is on the rise. From dynamic formats to real-time interactivity, OOH offers brands unique opportunities to connect with consumers in public spaces—where they shop, search, and engage with products and services.With the global OOH market projected to hit $50.52 billion by 2025 and U.S. revenues reaching record highs, this is a conversation you won’t want to miss. Nicole Jones, Chief Media Commercial Officer at Kantar, dives into the growing influence of Out-of-Home (OOH) advertising and why it’s becoming a critical component of the modern media mix, with special guest Dan Levi, EVP and CMO of Clear Channel Outdoor Americas. Dan also shares new learnings from a recent five-year study from Kantar and Clear Channel Outdoors on OOH's role in driving major results in advertising. Tune in and discover how to unlock the full potential of Out-of-Home advertising, gain actionable insights, and learn why OOH deserves a place in every brand’s media strategy. And to learn more about the study, visit https://clearchanneloutdoor.com/company-news/use-ooh-to-reach-national-and-local-consumers-where-digital-cant/?utm_source=online&utm_medium=podcast&utm_campaign=Kantar Hosted on Acast. See acast.com/privacy for more information.

Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appeal to consumers as a global advertising platform. Five years after its explosive rise, TikTok continues to set the standard for authentic and engaging content. What’s behind this sustained success?  On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, Global Media Director at Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to authenticity, creators, and advertising has evolved, and what it means for brands aiming to capture quality attention in a fragmented media landscape. Tune in for a behind-the-scenes look at why TikTok remains a favourite and discover what’s next for brands looking to make an impact in 2026. And to learn more about Media Reactions’ free guide to 2026 planning visit Kantar  Hosted on Acast. See acast.com/privacy for more information.

In this episode, Dr. Nicki Morley speaks with Dr. Caroline Withers, Head of R&D Consumer Sensory Science at Carlsberg Britvic, to explore how innovation is shaped by deeply human experiences. From the aroma of coffee to the emotional boost of a mid-afternoon drink, Caroline shares how sensory science and consumer insights shape the development of innovative products. They discuss the power of curiosity, the role of AI in R&D, and the importance of early collaboration between marketing, R&D, and product teams to create innovations that truly resonate. Hosted on Acast. See acast.com/privacy for more information.

Anastasia Leng, formerly of Google and now the founder of Creative X, teams up with Duncan Southgate, Kantar’s Global Creative and Media Lead. They delve into how AI is revolutionizing the measurement of creative effectiveness. Anastasia reveals her journey in building a platform that links creative features to business impact. They discuss the rapid growth of GenAI, the creator economy, and the importance of integrating insights for smarter marketing decisions. Tune in to uncover the future of creative and media synergy in an AI-driven landscape.

In this episode, Jane Ostler speaks with Claudia Calori, Vice President of Global Marketing for Personal Health at Philips, about the shifting paradigm of health and wellness. Claudia shares how health has evolved from being seen as a problem to becoming a space for discovery and self-care, especially among younger generations. She discusses how Philips is inspiring a higher standard of care through creativity rooted in innovation, and how sustainability is central to their marketing strategy.The conversation explores how consumer insights shape product development, and how AI is enhancing personalised self-care experiences. Claudia also reflects on the rapidly evolving future of health technology, the importance of meaningful innovation for brand growth, and how caring technology can help restore trust in the industry. Hosted on Acast. See acast.com/privacy for more information.

Advertising across the Meta portfolio is changing thanks to AI. In this edition of Future Proof, Jane Ostler, EVP, Global Solutions Marketing and Thought Leadership at Kantar, talks to Derya Matras, Vice President of EMEA Global Business Group at Meta, about how the company has been evolving its advertiser tools and how AI is giving advertisers greater control over the ways in which they can invest.  Derya also shares the details of her career journey, from management consulting to leading Meta's operations across Europe, the Middle East and Africa, and explains why execution is everything in tech. Meta’s approach of ‘launch first, optimise later’ makes sense as the best pathway to perfection, she says. Hosted on Acast. See acast.com/privacy for more information.

Join Chris Mullins, Head of Measurement Product Marketing at Amazon Ads, as he shares insights from his 17-year journey in advertising. He explains how Amazon's native ad experiences across platforms drive consumer preference. Discover the innovative AI pause ads that enhance engagement and the integrated approach of creative and media strategies. Chris delves into the importance of measuring cross-channel impact with Amazon Marketing Cloud and offers marketers valuable tips on testing and balancing performance with brand building.