Maverix Insights & Strategy

🎙️ 𝐊𝐢𝐝𝐬’ 𝐦𝐞𝐝𝐢𝐚 𝐡𝐚𝐛𝐢𝐭𝐬 𝐚𝐫𝐞 𝐬𝐡𝐢𝐟𝐭𝐢𝐧𝐠; 𝐡𝐨𝐰 𝐦𝐮𝐜𝐡 𝐨𝐟 𝐰𝐡𝐚𝐭 𝐰𝐞 𝐭𝐡𝐢𝐧𝐤 𝐰𝐞 𝐤𝐧𝐨𝐰 𝐢𝐬 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐭𝐫𝐮𝐞? From attention spans to short-form platforms, from DEI to gender dynamics, and the marketing shake-ups in between, there’s no shortage of speculation about what’s shaping the future of kids’ content. But are we separating myth from reality? At Maverix, we’re tackling these questions head-on. Join us at KIDSCREEN as we explore what’s changing, what’s staying the same, and what it all means for the future of kids' media.

𝐃𝐨𝐧'𝐭 𝐅𝐮𝐦𝐛𝐥𝐞 𝐘𝐨𝐮𝐫 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 - 𝐔𝐧𝐥𝐨𝐜𝐤 𝐭𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐒𝐭𝐫𝐞𝐚𝐦𝐢𝐧𝐠 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐬 🏈 The Super Bowl is the championship of advertising, where brands compete for attention and affection from millions of viewers glued to their screens. The marketing MVPs will be those who deeply understand their audience and deliver relevant, resonant creative using streaming personas - nuanced profiles of the different audience segments engaging with their brand across devices.📺 💻 🖥️ 📱 This year's Super Bowl is being streamed on TUBI, and the streaming persona slides below reveal key details about a TUBI consumer segment that goes well beyond demographics. Personas allow a deeper understanding of who your consumers are; their likes and interests, brands they purchase, where they shop, websites used and media publications they consume, social media they engage with and other streamers they watch This intelligence is crucial for ANY winning marketing playbook, for the Super Bowl or otherwise. With these nuanced Streaming personas you can: ☑️Refine your content strategy ☑️Create campaigns that connect emotionally with each audience segment ☑️Identify the right influencers and partners to expand your reach ☑️Optimize media placements and ad creative to maximize impact The brands that triumph in the Super Bowl don't leave their success up to chance. They rely on deep viewer insights to craft high-impact strategies and spot opportunities their competitors miss. That's the power of streaming personas. MIDG (Media Identity Graph) methodology is backed by scale; 10 million panelists, always on and always monitored across all digital activity. Personas give you an unbeatable scouting report, so you can execute marketing plays that drive results. Don't get left on the sidelines while your competitors run up the score. Unlock your marketing advantage with streaming personas and access data that was previously unavailable. With streaming personas as your guide, you can break through the advertising clutter, make meaningful connections with your audience, and emerge victorious long after the Lombardi Trophy is hoisted. Game on!

𝐇𝐨𝐰 𝐑𝐞𝐚𝐥-𝐓𝐢𝐦𝐞 𝐃𝐚𝐭𝐚 𝐢𝐬 𝐒𝐡𝐚𝐩𝐢𝐧𝐠 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 In today’s fast-paced digital landscape, data-driven decision-making has never been more critical. If you are a marketer, no doubt you are no longer relying on historical data alone, but leveraging real-time insights to stay ahead of shifting consumer behaviors and market trends. Here are three ways we see real-time data shaping the current and future state of marketing: 1️⃣ 𝐇𝐲𝐩𝐞𝐫-𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 With always-on data, brands can deliver messages that resonate with consumers in the moment, creating deeper connections and boosting engagement rates. For example, identifying trending behaviors within specific demographics allows for targeted campaigns tailored to their immediate needs and preferences. 2️⃣ 𝐀𝐠𝐢𝐥𝐞 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 Real-time insights empower marketing teams to pivot quickly. Whether it’s adapting to breaking news, responding to competitors’ moves, or capitalizing on emerging trends, brands equipped with live data can move from reactive to that magic PROACTIVE arena. 🪄 3️⃣ 𝐄𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐑𝐎𝐈 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐏𝐫𝐞𝐜𝐢𝐬𝐢𝐨𝐧 By continuously monitoring campaign performance, marketers can allocate resources more effectively. Real-time feedback allows for immediate optimization, ensuring budgets are spent where they’ll drive the most impact. ✨ 𝐓𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐢𝐧𝐠 𝐃𝐚𝐭𝐚 𝐢𝐧𝐭𝐨 𝐑𝐞𝐚𝐥-𝐓𝐢𝐦𝐞 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 At Maverix, we excel in harnessing advanced data analytics to deliver real-time insights. ✨ 𝐌𝐈𝐃𝐆 𝐃𝐚𝐭𝐚 𝐢𝐧 𝐕𝐈𝐏+ 𝐒𝐩𝐨𝐭𝐥𝐢𝐠𝐡𝐭  Our MIDG data was featured in the VIP+ article "How Short-Form Video Can Help, Not Hurt, Hollywood." The data demonstrates that short-form videos act as gateways, leading audiences to deeper engagement, whether through binge-watching shows, viewing on streaming platforms or buying movie tickets. ✨ 𝐀𝐥𝐰𝐚𝐲𝐬 𝐎𝐧 𝐰𝐢𝐭𝐡 𝐌𝐞𝐝𝐢𝐚 𝐈𝐝𝐞𝐧𝐭𝐢𝐭𝐲 𝐆𝐫𝐚𝐩𝐡 Our Media Identity Graph data is constantly active, providing insights into media habits and audience behaviors across media, sports, hospitality, and more. Our solutions enable marketers to stay ahead of the curve. ✨ 𝐒𝐡𝐚𝐫𝐞 𝐘𝐨𝐮𝐫 𝐒𝐭𝐨𝐫𝐲 𝐰𝐢𝐭𝐡 𝐔𝐬 We'd love to hear how YOU'RE using real-time data to inform your marketing decisions. Tell us in the comments!

As we kick off 2025, the marketing landscape continues to rapidly evolve. Staying ahead means embracing the trends that are shaping consumer behavior and business strategies RIGHT NOW. Here are the top five trends we think you can’t afford to miss: 1️⃣ The Continued Rise of Zero-Party Data With growing concerns around privacy, consumers are willingly sharing their preferences and interests directly with brands. Marketers who leverage zero-party data are not only building trust, but also delivering hyper-personalized experiences that drive engagement and loyalty. If you didn’t enter this space in 2024, start using zero-party data now. 2️⃣ AI-Powered Insights and Campaigns Artificial Intelligence is no longer a luxury, it’s a necessity. From real-time data analysis to predictive modeling, AI is enabling marketers to make smarter decisions faster. Those who harness this technology will gain a competitive edge in 2025. 3️⃣ Omnichannel Integration Consumers expect seamless experiences across all platforms, whether they’re interacting on social media, mobile apps, or in-store. An integrated approach that bridges these touchpoints is now critical for building brand loyalty and driving conversions.  Maverix has real time media insights like time spent and engagement across ALL platforms. 4️⃣ Generational Marketing: The Gen Z Factor Gen Z is taking center stage as a powerful consumer demographic. Their values, media habits, and preferences for authentic, socially-conscious brands are reshaping the way companies communicate and connect. Understanding this generation is key to capturing their attention. 5️⃣ Always-On Insights Real-time data is a must-have. Marketers need to constantly track and adapt to shifting trends and behaviors, from media consumption to purchasing patterns. Always-on insights ensure you’re proactive, not reactive, in your strategy. At Maverix, we help brands navigate these trends with actionable insights and innovative strategies.  Our Media Insights Data Graph is both real-time data AND zero-party and we specialize in generational difference across the media landscape. Which of these trends are you focusing on for Q1? Share your thoughts in the comments and let’s connect on how to implement these trends in your marketing strategy. We are here to help!

Our latest LinkedIn article; 𝑾𝒉𝒚 𝑪𝒐𝒏𝒔𝒖𝒎𝒆𝒓𝒔 𝑨𝒓𝒆 𝑶𝒗𝒆𝒓𝒘𝒉𝒆𝒍𝒎𝒆𝒅, 𝒂𝒏𝒅 𝑾𝒉𝒂𝒕 𝑻𝒉𝒂𝒕 𝑴𝒆𝒂𝒏𝒔 𝒇𝒐𝒓 𝑴𝒂𝒓𝒌𝒆𝒕𝒆𝒓𝒔.  We all know the overwhelm is real! Take a read and we'd love to hear how you and your clients are standing out in this sea of information, choices and messages.

From all of us at Maverix Insights and Strategy, we wish you a joyful and peaceful holiday season! As we reflect on a year of growth and collaboration, we are especially grateful for the diverse perspectives, innovative ideas and unwavering support that fuel our work every day. Here’s to a season of gratitude, connection and looking ahead with optimism. May the holidays bring warmth, rest and bright beginnings for you and your loved ones. Happy holidays and cheers to a fantastic 2025.🥂🍾🎉

The creator economy is booming, and short-form video is at the heart of this unstoppable movement. As Doug Shapiro highlights in his recent substack article, the relentless rise of the creator economy is redefining how we consume and connect with content. Short-form video isn’t just a fleeting trend—it’s the engine driving this transformation. Why is short-form video so essential in today’s creator economy? Because it’s versatile, emotional, and universal. It’s not just content; it’s how people feel and engage with the world around them. 📊Our data suggests that whether you’re Gen Alpha laughing at relatable moments (87%), a Millennial discovering a new brand (76%), or a Boomer appreciating high-quality storytelling (77%), short-form video resonates across generations. And here’s what makes it so powerful: ➡️Building Connections at Scale: Short-form videos break down barriers between creators and their audiences. They’re quick, authentic, and perfect for fostering a sense of community—something the creator economy thrives on. ➡️Discoverability: Platforms like TikTok and Instagram have made short-form content the most effective way to go viral. For creators, this means more visibility, faster growth, and opportunities to monetize their unique perspectives. ➡️Relatability: As Shapiro points out, creators succeed because they make us feel seen. Short-form video does exactly that. It’s bite-sized, easily shareable, and packed with emotion—whether it’s humor, inspiration, or a moment of escapism. ➡️A Tool for Everyone: From entrepreneurs and brands to everyday creators, short-form video democratizes content creation. You don’t need a big production budget—just a smartphone and a story to tell. The bottom line? The rise of the creator economy and the dominance of short-form content go hand in hand. If your business or personal brand isn’t tapping into this format yet, you’re missing out on a massive opportunity to connect, engage, and grow. Embrace the inevitable march of the creator economy and make short-form content a key part of your strategy. Whether you’re building a business, raising awareness, or just looking to share your voice with the world, short-form videos are the way forward.⏩⏩⏩ Share how you're leveraging short-form content for your business or brand! We'd love to hear! 

Awareness. Consideration. Usage. For decades, these metrics have been the bread and butter of brand tracking. But let’s be honest—what consumers think they do doesn’t always align with what they actually do. Why? Because humans are emotional creatures. Our decisions are often shaped by subconscious feelings we can't easily articulate, let alone measure. But, trust, influence, power— these are the emotions that drive real-world behavior. This is where Status Score steps in. Unlike traditional approaches, Status Score taps into implicit emotional responses to uncover what consumers truly feel about your brand, not just what they say. This isn’t just fluff; these deep-seated feelings directly translate into action, from purchase decisions to brand loyalty. Here’s why this matters: ✨Trust builds connections that go beyond transactions.  ✨Influence shapes preferences in subtle, but profound ways.  ✨Power determines the strength of your brand’s position in consumers’ lives. Understanding these dimensions gives you more than just a score—it gives you the power to act, adapt, and win hearts (and wallets) in ways that traditional metrics simply can’t. If your brand strategy is still only scratching the surface, it’s time to go deeper. Let’s stop settling for awareness and start aiming for actionable emotional insights. Reach out for more information on your brand's Status Score.

How does GenZ really feel about social media? Do they love it? Do they hate it? So many variables go into responding to that question, and every article we've seen on the topic lately has a slightly different answer. And in reality, the truth is probably a lot more nuanced than we might think. In Maverix's GenSense research, we uncovered something surprising: while adults often emphasize the dangers of social media, kids themselves hold mixed feelings about it. For many, platforms like Instagram or TikTok are more than just time-fillers; they’re spaces for connection, creativity, and self-expression. At the same time, they’re also aware of the potential downsides like comparison, negativity and bullying. The truth? Their relationship with social media is complex—and oversimplifying it misses the opportunity to really understand their world. As we help brands navigate the evolving behaviors of Gen Z and beyond, insights like these remind us to look past the headlines and into the hearts of the people we’re studying. Check out the slide below for a deeper dive into what kids really think about social media.  And reach out for more on our GENSense report.

Read our new article about the Power Of Cultural Repetition; Why Familiar TV Shows and Movies Keep Winning in a Fragmented Media World. Ever wonder why we keep seeing the same stories, characters, and even fashion trends over and over again in pop culture? Welcome to the world of cultural repetition—a phenomenon that's been around forever but is now more important than ever in today's chaotic, fragmented media landscape. Let us know your thoughts on Cultural Repetition. #culturalrepetition #fragmentedmedia #maverixinsights #media