Contents
- Target and DirecTV team up to measure the sales impact of premium video ads
- NBA opens another door for players to work directly with brands
- CMOs prioritize organizational influence over long-term brand growth
- Snowflake turns its marketing team into “Customer Zero” to test AI first
- Content marketing is shifting from looking good to measuring business results
- References
As of July 2026, the shift across video advertising, professional sports, and AI inside enterprises makes one thing clear: content marketing is moving far beyond simply “producing content.” For Vietnamese marketers, content now has to be tied to performance measurement, brand experience, and integration with business goals, which means working more closely with data, distribution partners, and even internal teams.
Target and DirecTV team up to measure the sales impact of premium video ads
According to Marketing Dive, Target and DirecTV are working together to track how ads appearing in premium video environments affect sales. The notable point is not just media buying, but the move toward measuring business outcomes from video content and the ads that accompany it.
For content marketing, this shows that video is no longer judged solely by views or awareness. Marketers increasingly have to answer the question: does this content drive purchase behavior, and how does it contribute to the full conversion funnel?
Source: Marketing Dive.
NBA opens another door for players to work directly with brands
Marketing Dive says a new branch within the NBA union will help players connect directly with brands in a more official way. This is an important signal of the creator economy trend in sports: athletes are not only faces of campaigns, but can also become content channels and commercial partners with a clearer structure.
For content marketing campaigns, the relationship between brands and celebrities is moving closer to a long-term collaboration model, with a story, message control and the ability to create multi-format content rather than just a single ad post.
Source: Marketing Dive.
CMOs prioritize organizational influence over long-term brand growth
Another Marketing Dive story shows many CMOs are focusing more on increasing influence within the organization than on pursuing long-term brand-building goals alone. In other words, marketing is under pressure to prove value at the executive level, work with other departments and have a clearer impact on business decisions.
This reflects a familiar reality for many businesses: if marketing cannot prove internal impact, budgets and strategic roles are often reduced. That is why modern content marketing needs the language of business, not just the language of creativity.
Source: Marketing Dive.
Read more: How Content, Data and Revenue Are Converging for SMB Marketing
Read more: Why SEO Is Shifting to an AI Decision Layer Across Google and YouTube
Snowflake turns its marketing team into “Customer Zero” to test AI first
In Marketing Dive’s article on Snowflake, the marketing team is used as “Customer Zero” for AI applications. This approach means the marketing department itself tests, provides feedback on and refines AI tools before the company rolls them out across the organization.
For content marketing, this is a practical approach: AI is not only a tool for creating content faster, but also infrastructure for testing processes, standardizing outputs and improving coordination between creativity, data and operations. If implemented well, AI can help marketing teams work more systematically instead of simply chasing speed.
Source: Marketing Dive.
Content marketing is shifting from looking good to measuring business results
These four stories point to an important lesson for Vietnamese marketers: content marketing is shifting from “making it look good” to “making it deliver results.” In Vietnam, brands should prioritize three things: measuring content performance with business-linked metrics; building deeper partnerships with KOLs, KOCs, sports KOLs or creators with clear communities; and testing AI within the marketing team before scaling it up.
In an increasingly crowded content landscape, the advantage does not lie in publishing more, but in connecting content, data and growth goals more effectively.
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References
- Target, DirecTV team to track premium video advertising’s sales impact
- How NBA players will deal directly with brands through a new union arm
- CMOs prioritize organizational influence over long-term brand growth
- Why we made Snowflake’s marketing team “Customer Zero” for AI
