Future Proof

As audiences increasingly turn to ad-free streaming and marketers grapple with a fragmented media landscape, OOH stands out as a channel where consumer receptivity is on the rise. From dynamic formats to real-time interactivity, OOH offers brands unique opportunities to connect with consumers in public spaces—where they shop, search, and engage with products and services.With the global OOH market projected to hit $50.52 billion by 2025 and U.S. revenues reaching record highs, this is a conversation you won’t want to miss. Nicole Jones, Chief Media Commercial Officer at Kantar, dives into the growing influence of Out-of-Home (OOH) advertising and why it’s becoming a critical component of the modern media mix, with special guest Dan Levi, EVP and CMO of Clear Channel Outdoor Americas. Dan also shares new learnings from a recent five-year study from Kantar and Clear Channel Outdoors on OOH's role in driving major results in advertising. Tune in and discover how to unlock the full potential of Out-of-Home advertising, gain actionable insights, and learn why OOH deserves a place in every brand’s media strategy. And to learn more about the study, click here. 

Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appeal to consumers as a global advertising platform. Five years after its explosive rise, TikTok continues to set the standard for authentic and engaging content. What’s behind this sustained success?  On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, Global Media Director at Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to authenticity, creators, and advertising has evolved, and what it means for brands aiming to capture quality attention in a fragmented media landscape. Tune in for a behind-the-scenes look at why TikTok remains a favourite and discover what’s next for brands looking to make an impact in 2026. And to learn more about Media Reactions’ free guide to 2026 planning visit Kantar 

In this episode, Dr. Nicki Morley speaks with Dr. Caroline Withers, Head of R&D Consumer Sensory Science at Carlsberg Britvic, to explore how innovation is shaped by deeply human experiences. From the aroma of coffee to the emotional boost of a mid-afternoon drink, Caroline shares how sensory science and consumer insights shape the development of innovative products. They discuss the power of curiosity, the role of AI in R&D, and the importance of early collaboration between marketing, R&D, and product teams to create innovations that truly resonate.

In this edition of Future Proof, Jane Ostler, Chief Insights Officer at Kantar, sits down with Anastasia Leng, founder and CEO of Creative X, and Duncan Southgate, Global Creative and Media Lead at Kantar, to explore how artificial intelligence is reshaping the way brands measure and optimise creative content.Anastasia shares her journey from Google to launching Creative X, revealing how a personal challenge led to the creation of a platform now used by some of the world’s biggest brands. She discusses the new partnership between Kantar and Creative X, and how integrating AI-powered insights is helping marketers make smarter decisions about creative and media investment.Together, they unpack the rise of GenAI, the explosion of content, and the challenges brands face in maintaining creative consistency at scale. The conversation also delves into the creator economy, with fresh data on how influencer content is driving brand impact and why getting the basics right still matters.Tune in to hear why combining creative and media measurement is the next big step for marketers, and what the future holds for advertising effectiveness in an AI-driven world.

In this episode, Jane Ostler speaks with Claudia Calori, Vice President of Global Marketing for Personal Health at Philips, about the shifting paradigm of health and wellness. Claudia shares how health has evolved from being seen as a problem to becoming a space for discovery and self-care, especially among younger generations. She discusses how Philips is inspiring a higher standard of care through creativity rooted in innovation, and how sustainability is central to their marketing strategy.The conversation explores how consumer insights shape product development, and how AI is enhancing personalised self-care experiences. Claudia also reflects on the rapidly evolving future of health technology, the importance of meaningful innovation for brand growth, and how caring technology can help restore trust in the industry.

Advertising across the Meta portfolio is changing thanks to AI. In this edition of Future Proof, Jane Ostler, EVP, Global Solutions Marketing and Thought Leadership at Kantar, talks to Derya Matras, Vice President of EMEA Global Business Group at Meta, about how the company has been evolving its advertiser tools and how AI is giving advertisers greater control over the ways in which they can invest.  Derya also shares the details of her career journey, from management consulting to leading Meta's operations across Europe, the Middle East and Africa, and explains why execution is everything in tech. Meta’s approach of ‘launch first, optimise later’ makes sense as the best pathway to perfection, she says.

Kantar’s Media Reactions 2025 study found that consumers rank Amazon the #1 global media brand for ad preference. In fact, Amazon, Twitch, and Prime Video—all Amazon brands—appear in three of the top five most preferred ad platforms for consumers worldwide. Why? Amazon’s approach to creating native, non-intrusive experiences across all Amazon environments including shopping, streaming, and live content.  On this special episode of Kantar's Future Proof Podcast, Nicole Jones is joined by Chris Mullins, Head of Measurement Product Marketing at Amazon Ads to uncover why consumers gravitate toward Amazon’s ad platforms. Chris shares his journey to Amazon Ads and offers a behind-the-scenes look at the strategies driving some of the most talked-about campaigns, including the launch of contextual AI pause ads and creative playbooks for live sports. Whether you’re a marketer, strategist, or simply curious about the future of media, this episode is packed with actionable insights and forward-thinking perspectives on creativity, measurement, and the next wave of advertising innovation—plus, a look at why Amazon is leading the way in consumer ad preference according to Kantar’s latest research. 

With the global B2B market projected to reach nearly $29 trillion in 2025, digital-first buyers are demanding more personalized, authentic, and human experiences. At the heart of this evolution are creators—marketers, thought leaders, and employees—who are building trust and community in ways traditional brand marketing can’t.In this episode, Nicole Jones is joined by two powerhouse voices from LinkedIn’s B2B Institute, Ty Heath, Director and Founder of the practice, and Caroline Day, Global Director. Together, they unpack:The evolution of B2B marketing and storytellingThe unique role and value of B2B creatorsHow LinkedIn is empowering brands to leverage creator influenceThe intersection of AI, neuroscience, and employee advocacy in modern marketingWhether you're a marketer, brand leader, or aspiring creator, this episode is packed with insights on how to future-proof your strategy—and your skillset—for the next era of B2B.

In this episode, Jane Ostler interviews Bastien Parizot, SVP of IT and Digital Marketing and Transformation at Reckitt. They discuss the transformative role of AI in marketing, the launch of Reckitt Catalyst, a program aimed at supporting entrepreneurs in health and hygiene, and the importance of creativity tied to purpose. Bastien shares insights on how Gen AI is being utilized to enhance marketing efficiency, the significance of data quality, and the future landscape of marketing where human touch remains vital despite advancements in AI.