Digiday Daily

November 11, 2025

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Next year’s FIFA World Cup stands to be the largest spectator event in history. And Unilever, one of the planet’s largest advertisers with a total marketing budget of $10.1 billion in 2024, is determined to capitalize on the billions watching.

The company’s execs are currently planning how best to do that via paid media and sponsorships spanning four of its flagship personal care brands (Rexona, Dove, LUX and Lifebuoy) while simultaneously executing a major course change within its own marketing organization.

TOP STORY

Marketing in Sports

Behind Unilever’s creator and social strategy for next year’s World Cup

The CPG advertiser is planning out its presence at the 2026 World Cup, with a strategy focusing on social and sponsorship.

OTHER THINGS TO KNOW

Register for a live virtual discussion on Nov. 13 that will cover how quality, AI-powered CTV campaigns elevate performance across the entire marketing ecosystem and how CTV drives demand-generation activity across all digital touchpoints. Partner insights from tvScientific.
Rather than launching a back-to-school campaign with a single message, delivering experiences for different segments, like budget-focused families and first-time school parents, is more effective. Each experience reflects the same strategy but is tailored to specific motivations. Partner insights from PadSquad.
Incrementality is the measure of value generated by a marketing investment, beyond what would have happened without it. For Meta, incrementality is a key part in how the company talks to marketers. Partner insights from Meta.

MEDIA & PLATFORMS

Publishing in the Platform Era

Publishers swap traffic angst for strategy in Q3 earnings

There’s a tone shift in publishers’ Q3 earnings: focus on video, direct audiences and AI licensing to offset search-driven ad revenue declines.

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PARTNER INSIGHTS FROM NEXXEN

Investments publishers must make to compete in the zero-click era

The rise of zero-click search has disrupted the once-reliable flow of referral traffic from search for many publishers. Done right, curation enables publishers to replicate and even expand the reach they once enjoyed from search.

PARTNER INSIGHTS FROM PUBMATIC

What it means for the open internet as generative AI platforms look to monetize

Generative AI platforms are at different stages of monetization sophistication, but every platform is converging toward hybrid models — combining subscriptions with advertising.

MARKETING

The Creator Economy

Why AI and synthetic social aren't driving up creator value — yet