Performance Marketing World Feature: ‘Marketers are facing a battlefield’: Industry predictions ahead of Black Friday

In a world where retail media networks are booming and every brand is shouting for attention, it’s easy to assume the solution for growth is simply more spend. But for challenger brands, the reality is different. Outshouting the competition rarely works. What matters more is visibility: understanding what’s actually driving results and having a clear, accurate view of performance.

Back-to-school is a period of reset. People are actively researching, comparing, and discovering. It’s one of the few times during the year when shopping is not just about fulfilling a need, but about getting organized, upgrading routines, and trying something new. That’s a very specific kind of intent, and for advertisers, it’s gold

Great advertising does more than sell. It connects, inspires, and influences how people think, feel, and act. The most impactful campaigns aren’t just seen, they’re remembered. Whether it’s an emotionally charged narrative, a beautifully crafted visual, or a bold media placement that lands at exactly the right time, great advertising makes people pause, reflect, and engage. It shapes conversations and culture.