Equipped - 01.16.2025

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Highlights from CES 2025 🌟

EVENT DEBRIEF
CES 2025: Measurement Takes Center Stage
By Rory Sale, Fospha

At CES 2025, I joined industry leaders from Amazon Ads, Walmart Connect, TikTok, Pinterest, Snap, and many other leading tech companies to explore the latest innovations and insights. A key theme stood out: measurement has moved to the forefront of advertising discussions, with AI accelerating our ability to address growing privacy concerns.

My Key Takeaways:

➼ Restoring the Value Exchange: Privacy challenges are reshaping the internet’s core model. AI bridges the gap by enabling performance measurement while safeguarding user data.

➼ Storytelling That Resonates: Engaging, tailored stories foster stronger connections. Meet your audience where they are for maximum impact.

➼ Retail Media’s Surge: Amazon’s Retail Connect underscores retail media’s rapid growth. The challenge? Comparing cross-channel performance effectively.

➼ Privacy & ROI: New tracking limits complicate proving ROI. AI-driven tools offer accurate, privacy-compliant measurement.

➼ Simplifying Martech: The fragmented digital ad landscape demands clarity. AI streamlines processes with user-friendly, jargon-free solutions. AI-powered tools make it easier to deliver clear, jargon-free solutions.

Unlock Smarter Marketing: Explore how Fospha’s data-driven solutions help you measure, optimize, and grow. Visit Fospha today.

Sector Spotlight 🎥

ATHLETE MARKETING TRENDS
Athletes Emerge as Influential Brand Creators in the Modern Marketing Arena

Athletes are embracing content creation, blurring lines with influencers and creating new brand opportunities. This trend, fueled by the evolving athlete-brand relationship, is reshaping marketing strategies. Brands leverage athletes' influence to engage audiences authentically, indicating a continued expansion in the creator economy as athletes integrate deeper into brand marketing.

FITNESS TECHNOLOGY
CES 2025 Unveils Speediance's Superior Home Fitness Revolution

Speediance is transforming home workouts with the Gym Monster 2 and VeloNix Stationary Bike, unveiled at CES 2025 last week. These smart, space-saving innovations create a connected fitness ecosystem complete with health tracking and AI-driven coaching. Designed for modern living, they offer versatility and customization, making Speediance a leader in future fitness technology.

SMART TECH INNOVATION
Get Reps' R1 Smart Ball Sets New Standard in Sports Technology

Get Reps unveiled its R1 Smart Lacrosse Ball at CES 2025, featuring an electronically driven SmartCore using RF technology to charge and track performance metrics. This innovation offers professional-grade analytics, setting a new standard for smart sports equipment durability, and opening opportunities for expansion into other sports markets..

SPORTS EQUIPMENT PARTNERSHIP
FIBA Secures Schelde Sports for Elite Backstop Units Through 2028

FIBA has renewed its partnership with Schelde Sports until 2028, maintaining Schelde as the exclusive backstop unit supplier for significant upcoming events. This collaboration underscores FIBA's commitment to quality and innovation in equipment, enhancing both player and fan experiences, while providing marketing opportunities for global brands.

Influencer Corner 📣

Netflix is obsessively marketing Squid Game’s new season 

Netflix’s Squid Game: The Challenge marketing taps into a goldmine of timely collaborations and limited-edition products. From Puma’s green tracksuit-inspired collection to Squid Game-themed Crocs and Johnnie Walker bottles, every partnership feeds into the show’s cultural momentum.

The takeaway for marketers: Timely, creative collaborations and exclusive product drops can capture customer excitement and amplify demand. Whether it’s Squid Game-inspired skincare or themed wontons, the key is to align your brand with trends while they’re hot.

Performance Pulse 📈

AI REVOLUTION
AI in 2025: Five Trends for Marketing and E-commerce

Generative AI is reshaping search, transforming how brands reach and engage consumers. Industry-specific language models are streamlining processes, offering tailored solutions that save time and resources.

As open-source adoption grows, marketers gain more flexibility to customize tools and strategies. However, with AI’s increasing influence on branding, ethical considerations are now pivotal. To stay competitive, marketers must integrate these advancements thoughtfully.

SOCIAL COMMERCE
Boost Brand Visibility with X for Sophisticated Male Audience Engagement

X offers unique promotional opportunities for e-commerce brands, benefiting from fewer competitors and a focus on news. With a large male audience, SMBs can leverage X's algorithm, favoring smaller brands. Though not as profitable as TikTok or Meta, X excels in news-focused niches with innovative selling features.