Marketing Trend Tracker - Series 17
The world of advertising is undergoing a seismic shift, with advancements in artificial intelligence reshaping how brands connect with audiences and cultural moments like March Madness creating fresh avenues for engagement. This installment of the Trend Tracker Series explores two dominant forces revolutionizing the industry today. First, the rapid expansion of AI is transforming how brands target and engage consumers, with innovations like LinkedIn's refined Predictive Audiences and Meta’s proprietary AI chips leading the way. Second, we examine how brands such as Modelo and State Farm are tapping into the excitement of March Madness to deliver culturally resonant campaigns that captivate their audiences. From game-changing AI updates to standout advertising strategies, we’ll uncover how these trends are driving the evolution of marketing.
Revolutionizing Ad Targeting: LinkedIn’s Latest AI Update
LinkedIn’s Predictive Audiences leverage AI to refine and expand audience targeting by analyzing platform engagement data alongside first- and third-party inputs like lead gen forms or conversion APIs. This tool identifies patterns and behaviors to create new audience profiles likely to take similar actions as your source data, much like Meta’s Advantage+ targeting. Initially launched in 2023, Predictive Audiences replaced LinkedIn’s Lookalike Audiences, offering a more integrated and effective approach to audience building.
Recent updates enhance its capabilities further, allowing the inclusion of company lists and retargeting sources. These additions are particularly valuable for B2B marketers, enabling more precise exclusions and expanded profiling based on performance insights.
Powering Up: Meta Tests Proprietary AI Chips
Meta is taking major steps in AI by
developing its own in-house chips to train artificial intelligence systems, reducing dependency on external suppliers like Nvidia. While currently
utilizing 350,000 Nvidia H100 chips, Meta aims to expand its compute power to match nearly 600,000 H100s, potentially leveraging its custom chips to bridge the gap. This advancement could significantly boost Meta’s processing capacity and solidify its position in the highly competitive AI space. Additionally, the move might create external business opportunities, especially as U.S. tariffs and rival chip initiatives from Google, Microsoft, and others shape the landscape. However,
DeepSeek's emergence suggests that raw processing power may not be the sole defining factor; how such power is applied could ultimately dictate success, introducing a new dimension to the race for AI supremacy—and unlocking lucrative opportunities to dominate and monetize the advertising market.
Brands Step Up Their Game with March Madness Advertising
Two brands truly stood out among this year’s March Madness advertisers: Modelo and State Farm. Both successfully delivered their brand messages while staying deeply connected to the cultural pulse of their audiences.
Modelo's 2025 "Mark of a Fighter" campaign underscores its commitment to resilience and community spirit, with a renewed focus on college basketball and its core Hispanic audience. Launched on March 5,
the campaign includes a 48% boost in college basketball media spending, securing prime placements during March Madness and partnering with DraftKings for a fan challenge featuring prizes. Spanning social media, connected TV, radio, and outdoor platforms, the campaign introduces three new ads—"Cater Crew," "Social Club," and "Mijo"—celebrating everyday perseverance and community values. The majority of the videos spotlight the working class, with a particular focus on Hispanic-led stories. By offering content in both Spanish and English on
its YouTube channel, the brand reinforces its commitment to connecting with its core audience. This initiative highlights Modelo’s strategy to solidify its role as America’s top-selling beer, achieved in 2023, by deepening bonds with loyal customers and appealing to new audiences, leveraging relatable stories and diversified marketing efforts.
State Farm’s latest campaign, initially planned for the Super Bowl, has been reimagined for March Madness, highlighting the brand’s adaptability. The ad features Jake from State Farm with a star-studded cast, including Jason Bateman, SZA, Twitch streamer Kai Cenat, and influencer Jordan “the Stallion” Howlett. Drawing on the cultural phenomenon of Batman, the ad humorously depicts Bateman as a less-than-heroic version of the caped crusader. By pivoting to March Madness, State Farm taps into a broad audience while blending sports and pop culture. Using digital, social, traditional media, and influencer content, the campaign connects with a multigenerational audience. It underscores the brand’s cultural relevance, flexibility, and its core message, “There’s having insurance, and there’s having State Farm,” with a strategy built to remain impactful beyond March Madness.
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