Greetings!

Welcome to the October 2025 issue of Key Notes - Marketing Keys' monthly newsletter! We hope you are enjoying the beautiful, mild Fall season! Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

Retail is at a turning point this year. With shoppers expecting more personalized, seamless experiences, fierce online competition, and unpredictable supply chains, brands are increasingly turning to artificial intelligence (AI) to stay competitive. In 2024, a study reported that 78% of organizations were actively using AI, up from 55% the previous year. Another study also noted that chat interactions drove nearly a 2,000% spike in online traffic during Cyber Monday, showing that customers are ready to engage with smarter, more interactive tools. Simply put, AI is now a key factor in shaping modern shopping experiences.

From virtual shopping assistants to predictive analytics, retailers are using AI to make every part of the customer journey smoother. Today’s AI goes far beyond basic chatbots—it can anticipate shopper needs, provide personalized recommendations, and operate across websites, apps, and messaging platforms. Brands are using this technology to deliver one-on-one experiences in real time, while conversational commerce and voice-activated shopping are making it easier than ever for customers to browse and buy. These tools not only improve engagement but also help brands increase conversions and build loyalty.

AI is also revolutionizing behind-the-scenes operations. Tools like visual search, demand forecasting, and dynamic pricing allow retailers to respond faster to trends, manage inventory more efficiently, and compete in a crowded market. AI also strengthens fraud prevention, improves omnichannel experiences, and supports sustainability efforts by reducing waste and optimizing logistics. By analyzing data in real time, retailers can make smarter decisions, optimize campaigns, and anticipate customer behavior with precision.

Finally, Generative AI is redefining how brands create and deliver content. From product descriptions and social media posts to virtual fitting rooms and 3D visualizations, AI enables companies to co-create experiences with shoppers while streamlining internal workflows. In 2025, it’s clear that AI isn’t just a nice-to-have—it’s becoming the foundation of retail. Brands that embrace these technologies early are better positioned to meet evolving customer expectations and shape the future of shopping.

Running Down the 'Stream'

Connected TV (CTV) is transforming how we watch and interact with content. Whether people are bingeing the latest hit series, catching up on a favorite sitcom, or keeping a familiar show playing in the background, streaming has become the default way most households consume media. With content spread across so many services, viewers are more engaged than ever—but that also means advertisers need to rethink how they reach them.

Ads on CTV are evolving beyond traditional spots. Simple targeting and context aren’t enough anymore. New technologies are making ads more interactive and enjoyable, rather than just interruptions. QR codes are resurging as a popular tool, letting viewers instantly interact using their phones while watching. Interactive overlays, mini-games, and easy sign-up options allow audiences to engage without pausing their experience, giving advertisers valuable insights and direct connections.

Another trend gaining momentum is shoppable ads, which turn shows into instant shopping opportunities. Viewers can scan a code, get product info, or claim an offer—all without leaving the couch. Even pause screens are being used creatively, displaying branding or messaging when viewers step away for a moment. Meanwhile, virtual product placement is becoming more common, letting platforms digitally insert branded items into shows after filming. These placements feel natural to the story and create opportunities for subtle, organic brand exposure.

CTV advertising is no longer just about brand awareness; it’s now about interaction and measurable results. Viewers are engaging with ads in new ways, and innovations like shoppable ads, QR codes, and pause-screen activations are helping brands connect directly with audiences. With AI, personalization, and cross-device integration on the horizon, the next generation of CTV advertising promises to be even more immersive, creating experiences that feel less like traditional ads and more like part of the entertainment itself.

Marketers and publishers are facing a new hurdle — organic traffic is on the decline. According to a recent study, nearly two-thirds of professionals say this drop is their toughest challenge right now. But the good news is there are ways to rebuild momentum. The study suggests that some long-standing content rules might need rethinking, like the idea that shorter is always better. In fact, longer pieces — around 2,000 words or more for your blog — are now being linked to stronger performance.

The research also highlights how much AI has become part of everyday content creation. Around one in five marketers now use AI to help with brainstorming, drafting, or designing visuals. Some rely on it for tasks like headline writing, editing suggestions, or creating promotional materials. Still, a notable group — about 15% — say they prefer to stick to a completely human-made approach.

When it comes to what’s actually driving results, the top performers share a few key habits. They tend to write in-depth posts, include multiple visuals, partner with influencers, and regularly check their analytics to see what’s working.

It turns out that Americans are world leaders in something no one wants to brag about: scam messages. A recent global survey found that the typical U.S. consumer faces nine scam emails, nine scam calls, and seven scam texts every week—roughly 100 scam encounters a month. The U.K. isn’t far behind at 84 per month, while countries like Australia and Singapore see far fewer. Globally, nearly a quarter of people have fallen victim to some form of fraud, identity theft, or scam, showing that nobody is completely immune.

Even with the constant barrage of spam, many people are taking precautions. Over half of respondents delete suspicious messages immediately or block the sender, while some—especially in India and the UAE—take extra steps to verify sources. But picking up potential scam calls is still common: 31% of Americans and 35% of U.K. consumers admit to answering calls that warn of potential spam. Concerns about personal information security are on the rise, with three out of four people more worried than they were five years ago, yet only about a quarter feel very confident spotting a scam.

Scammers are getting smarter, often using AI to create convincing messages and calls. From AI-driven phishing and fake apps to deepfakes and voice cloning, scams are evolving faster than ever. Experts warn that traditional passwords aren’t enough to protect your data. Tools like passkeys, which use private keys and biometric verification such as face or fingerprint ID, offer stronger protection. In today’s digital world, staying alert and adopting smarter security measures is essential to keeping your information safe.

Football season is off to a hot start — and fans are tuning in like never before. According to Nielsen, NFL games have seen an 11% increase in viewership so far this season, averaging 20.8 million viewers across all broadcasts. NBC’s “Sunday Night Football,” which kicked off the season with the league opener, is leading the pack at 24.7 million viewers. Fox isn’t far behind, averaging 23.2 million across its early and late games, while CBS brings in 19.2 million and ABC/ESPN rounds out the group at 18.7 million. Over on Amazon Prime Video, “Thursday Night Football” is seeing a 6% bump, drawing in 15.8 million fans per game.

Analysts credit much of this growth to strong matchups and fan-favorite teams that keep audiences engaged week after week. Amazon also notes that its NFL streams are attracting a younger audience — with a median viewer age of 47.5, compared to 55 years old for traditional TV broadcasts. That’s a promising sign for streaming platforms, which are helping the league reach fans in new ways while appealing to a broader demographic.

Even with viewership climbing, advertising dollars have held steady. Data shows that total national TV revenue for NFL games has reached an estimated $797.5 million through four weeks — nearly matching last year’s pace. NBC’s “Sunday Night Football” continues to lead the way financially as well, generating roughly $244 million in ad revenue so far. All signs point to one takeaway: the NFL isn’t just winning on the field — it’s dominating screens across every platform.

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