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MAY 14, 2026 |
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In this edition: |
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TOP STORY |
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Livestream commerce combines real-time video broadcasting with instant purchasing, allowing viewers to watch product demonstrations, ask questions, and buy without leaving the stream. The format has transformed retail in China, and in the US, adoption is accelerating. US livestream ecommerce sales grew nearly 50% in 2025 to $14.64 billion, with buyers jumping 21.5% year-over-year, according to an EMARKETER forecast. Platforms like TikTok Shop, Whatnot, and eBay Live are driving growth, while brands experiment with creator-led streams to reach engaged audiences. |
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IN THE NEWS |
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Retailers bank on store remodels to capture a larger share of wallet. Several of the largest US retailers, including Walmart, Target, and Dollar General, are pouring at least $20 billion into their stores, which still account for the majority of their sales, per The New York Times. |
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Wholesale prices surged in April on energy shock. The producer price index increased 1.4% MoM, nearly three times what analysts surveyed by Dow Jones expected, and the largest monthly gain since March 2022. |
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An iconic American brand targets a Canadian comeback. Dunkin’ and Canadian franchisor Foodtastic signed an exclusive deal to open hundreds of locations across Canada, marking Dunkin’s return nearly a decade after its 2018 exit, per Chain Store Age. |
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EMARKETER SUMMIT |
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Spring advertising forecasts from Sarah Marzano. AI sessions with Bayer, Mondelez, Seer Interactive, and Gist. Converged TV after the Upfronts with Hershey, Haleon, M+C Saatchi Performance, and Philo. Commerce media with Newell Brands, Horizon Commerce, Chobani, Ferrero, and PayPal Ads. Fireside chats with NBCUniversal and Digitas. |
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Every conversation moving 2026 ad dollars, one room. |
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ANALYSIS |
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Marketing mix modeling (MMM) is approaching an inflection point and the cracks in its foundation are becoming harder to ignore. |
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Traditional models, built for a simpler media environment, are struggling to keep up with a fragmented ecosystem and inconsistent data inputs. At the same time, marketers are pushing MMM to do more: Move beyond correlation, incorporate a wider range of signals, and deliver faster, more actionable insights. |
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QUIZ |
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Smirnoff Ice is teaming up with which reality series, allowing viewers to vote on the brand’s next lineup of flavors? |
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A) Perfect Match B) Summer House C) Love is Blind D) Love Island USA |
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