# advertising

**[An Opportunity in the Middle of the Living Room: the Adoption of CTV in Brazil](/content/insights/focus-on-latam/an-opportunity-in-the-middle-of-the-living-room-the-adoption-of-ctv-in-brazil/index.html)**  
Connected TV is a reality. Understand how this affects the advertising market and which variables place Brazil as a leader of consumption in Latin America.

**Elis Freire**  
Reporter at Jornal Correio  
September 3, 2025  
[Read article](/content/insights/focus-on-latam/an-opportunity-in-the-middle-of-the-living-room-the-adoption-of-ctv-in-brazil/index.html)

**[Paying Attention to Attention](/content/insights/focus-on-apac/paying-attention-to-attention/index.html)**  
Attention metrics are evolving, but brands must stay focused on what matters—turning insights into action for creative and media strategies.

**Ramanathan Vythilingam**  
Associate Professor at Nanyang Business School  
August 27, 2025  
[Read article](/content/insights/focus-on-apac/paying-attention-to-attention/index.html)

**[How to Improve Ad Attentiveness Measurement](/content/insights/levelup-research-analytics/how-to-improve-ad-attentiveness-measurement/index.html)**  
Explore the hierarchy of advertising effects, from impressions to sales. Discover how consumer attentiveness and relevance drive effective marketing strategies.

**Joel Rubinson**  
President at Rubinson Partners Inc  
August 13, 2024  
[Read article](/content/insights/levelup-research-analytics/how-to-improve-ad-attentiveness-measurement/index.html)

**[Caution: GenAI will Deliver Bad Creative Faster](/content/insights/the-prompt-ai/caution-genai-will-deliver-bad-creative-faster/index.html)**  
Explore how GenAI is set to replace creative writing and revolutionize the industry. Dive into the power of AI and its impact on process, inputs, and the creative workflow.

**Ken Roberts**  
Chief Innovation Officer at Forethought  
June 13, 2024  
[Read article](/content/insights/the-prompt-ai/caution-genai-will-deliver-bad-creative-faster/index.html)

**[How to Increase World Cup Advertising Impact](/content/insights/insights-industry-news/how-to-increase-world-cup-advertising-impact/index.html)**  
Effective advertising during the 2022 World Cup in Qatar.

**Verónica Vazart**  
Creative Manager at Kantar  
September 9, 2022  
[Read article](/content/insights/insights-industry-news/how-to-increase-world-cup-advertising-impact/index.html)

**[The Post-War Generation’s POV on Today](/content/insights/interviews-with-market-research-leaders/the-post-war-generations-pov-on-today/index.html)**  
Interviewing Brian Palmer of the Post-War Generation.

**Jamin Brazil**  
Chairman & CEO at HubUX  
April 5, 2022  
[Read article](/content/insights/interviews-with-market-research-leaders/the-post-war-generations-pov-on-today/index.html)