Meta Launches Ad-Free Subscriptions in UK; AI's Growing Role in Consumer Decisions
Key Takeaways
- Meta offers ad-free Facebook, Instagram subscriptions in UK: £2.99 web, £3.99 mobile.
- AI will drive 46% of consumer decisions by 2030; brands must adapt marketing.
- Video commerce in Southeast Asia quadrupled in two years, driven by authentic creators.
- AI search elevates Reddit's importance; brands need authentic, peer-based advice strategies.
- Nexxen launches programmatic native Smart TV advertising, enabling targeted messaging during viewing decisions.
Top Stories
Meta to launch ad-free subscriptions for Facebook and Instagram in UK.
Meta will launch ad-free subscription options for Facebook and Instagram in the UK, costing £2.99 monthly via web or £3.99 on mobile. This move provides users with a choice regarding data use for ads, following regulatory guidance and a privacy case.
AI's increasing role in consumer decision-making.
On September 26, 2025, a discussion at The Drum Live highlighted the increasing role of AI in consumer decision-making, with projections that 46% of consumer decisions will be AI-driven by 2030. Brands are advised to adapt marketing strategies to target AI proxies, demanding ethical transparency and value alignment.
Video commerce in Southeast Asia sees significant growth.
An article from September 26, 2025, highlights the rise of video commerce in Southeast Asia, with a fourfold increase in the past two years. The shift is fueled by authentic content creators, and brands are advised to balance performance marketing with brand-building.
Reddit's increasing importance in AI search.
On September 26, 2025, an article in Search Engine Journal highlights Reddit's increasing importance in AI search, driven by its ability to provide authentic, peer-based advice. The article emphasizes the need for brands to focus on authenticity.
Nexxen announces programmatic native Smart TV advertising.
On September 25, 2025, Nexxen announced the first-to-market global capability to programmatically activate native Smart TV advertising inventory through its Nexxen DSP. This allows brands to deliver impactful messaging to viewers when they are deciding what to watch.
Ad Innovation Spotlight
Transcosmos launches trans-ASC for Meta's Advantage+ campaigns.
On September 25, 2025, Transcosmos launched the advertising solution trans-ASC, leveraging Meta's Advantage+ sales campaign, to enable detailed targeting. This solution allows for AI-driven automated targeting, data integration via API, and targeting restrictions to maximize advertising effectiveness.
NBCUniversal reports nearly 50% increase in Ryder Cup ad sales.
On September 26, 2025, NBCUniversal reported a nearly 50% increase in ad sales for the 45th Ryder Cup, driven by high demand. Digital ad investment also saw a 90% rise from 2021, with over 50 brands participating.
AI startup Friend launches $1M subway campaign.
In September 2025, AI startup Friend launched a $1 million subway campaign in New York City to promote its AI-powered wearable device. The campaign, featuring print ads across all five boroughs, has drawn both curiosity and criticism.
Consumer Behavior Watch
EC industry proposes retention methods using customer behavior.
A September 26, 2025 article suggests retention strategies for the EC industry, focusing on customer behavior to address rising customer acquisition costs. The strategies include using points before cancellation and offering family gifts.
Digital Strategy Insights
Pew Research: Facebook, YouTube top news sources; TikTok, Instagram rising.
A September 25, 2025 Pew Research report indicates Facebook and YouTube are top news sources for U.S. adults, while TikTok and Instagram are rising. The report also notes concerns about misinformation and the potential influence of these platforms, especially among younger audiences.
Adi Ignatius discusses AI's impact on search.
On September 26, 2025, Adi Ignatius at Harvard Business Review discusses how AI-driven large language models like ChatGPT are impacting traditional search, leaving brands struggling to optimize their online presence.
DigiPlus Fest '25 highlights social media strategies.
DigiPlus Fest '25, concluded on September 26, 2025, featured discussions on how Indian brands are leveraging social media to attract shoppers. Speakers emphasized the importance of emotional connections, product storytelling, and omnichannel experiences.
Semrush discusses shift in marketing to AI environments.
On September 26, 2025, Semrush Enterprise discusses the shift in marketing from traditional visibility metrics to closed AI environments, highlighting the challenges this poses for analytics. The article introduces AI tracking tools to restore visibility into the AI marketing funnel.
Advice for Black Friday and Cyber Monday 2025.
On September 26, 2025, Jamie Tay advises advertisers to strategically plan for Black Friday and Cyber Monday 2025, noting that UK consumers spent £3.63 billion online during BFCM 2024. The advice emphasizes early planning and data-driven decisions.
Website Builder Expert advises expanding online presence.
On September 25, 2025, Website Builder Expert advised businesses to expand their online presence beyond social media. The article argues that relying solely on social media is risky and suggests using websites for complete control.
CPG brands leveraging TikTok Shop.
On September 25, 2025, Rachel Kay discusses how CPG brands can leverage TikTok Shop to increase sales and connect with Gen Z consumers. The article emphasizes the importance of visual storytelling and an optimized shopping experience.
Marketing Trends Today
Ecommerce News podcast discusses e-commerce, AI, and retail.
The Ecommerce News #206 podcast, released on September 25, 2025, analyzes current trends in e-commerce, AI, and global retail. The podcast covers topics such as the potential integration of ChatGPT with Shopify and other industry developments.
Flipkart and Marriott Bonvoy launch dual loyalty program.
On September 26, 2025, Flipkart and Marriott Bonvoy launched India's first dual loyalty program, allowing customers to convert Flipkart spending into Marriott Bonvoy points and vice versa. The campaign aims to bridge e-commerce and travel, enhancing customer experience.
Content Marketing World 2025 emphasizes storytelling, AI.
Content Marketing World 2025 emphasized storytelling, strategic AI integration, and authentic connections for increasing content and marketing impact. Speakers highlighted the value of 'friction' and positioned AI as a human-augmenting tool.
Chumbak launches 'Celebrate a Life of Joy' campaign.
On September 26, 2025, Chumbak launched its "Celebrate a Life of Joy" campaign, highlighting design-led hosting and thoughtful gifting. This launch marks a new growth phase following a successful turnaround to profitable growth.
Coca-Cola launches 'Juntos lo Hacemos Posible' campaign.
On September 25, 2025, Coca-Cola launched its 'Juntos lo Hacemos Posible' campaign in Colombia, including the return of its iconic Hielocos with 10 new collectible designs. The campaign also features a photographic exhibition and celebrates Colombian creativity.
NextSky outlines key eCommerce trends for 2026.
On September 25, 2025, NextSky released a guide outlining key eCommerce trends for 2026, emphasizing AI-powered personalization, sustainability, mobile-first strategies, social commerce, voice search optimization, subscription models, and data privacy.
Ad Age reports on emerging technology trends.
On September 25, 2025, Ad Age reported on emerging technology trends, including Google's ad tech trial, Anthropic's new ad campaign, and Unilever's use of AI in its ice cream division.
Red Bull releases Tetris-themed cans.
In fall 2025, Red Bull is releasing Tetris-themed cans to celebrate the game's 40th anniversary. These cans feature a QR code that leads to the Red Bull x Tetris competition, offering players a chance to compete in the US National Tetris Final.
ETBrandEquity reports on Pepsi's cricket sponsorships.
On September 26, 2025, ETBrandEquity reported that Pepsi's cricket sponsorships face visibility risks, India's OOH advertising is experiencing a festive season surge, and microdrama is emerging as a potent advertising tool.