Welcome back to Floor 9! In this episode, the Lab team breaks down the “betting on everything” trend, tracing the surge in sports betting and prediction markets and the spread of those mechanics across culture and business.

Led by your host Tom Trudeau, the team discusses the trend’s many manifestations, from status-symbol collectibles to frictionless betting apps. Then we unpack why this boom is happening, and ask whether it’s sustainable for society, or even for the platforms monetizing this trend. We debate sports betting vs. prediction markets, what tighter guardrails might look like, and where brands should draw the line. The team also shares some brand-safe ways to play, including bragging-rights challenges and other loyalty-driven tactics, that capitalize on on this trend.

For an in-depth written POV on this trend, please click here.

If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on Medium for our latest insights. Thanks for listening!

Hosted on Acast. See acast.com/privacy for more information.

Welcome back to Floor 9! In this episode, recorded on Thursday Sep. 18, Tom and Ryan, the power duo of our partnerships team, are joined by Lab’s managing director Adam to recap and discuss the latest announcements from Apple’s iPhone 17 event and the Meta Connect event.

Starting with Apple's new products, including the iPhone 17, new Apple Watch features, and the latest AirPods, the Lab team share their thoughts on some of the most exciting updates, such as the AirPods' new live translation feature.

The discussion then shifts to Meta's new Display AI glasses, debating their potential use cases and whether they justify the $800 price point. The hosts also touch upon Meta's focus on AI and how that compares to Apple's more conservative approach. The episode concludes with a broader conversation on the future of personal computing and whether wearable technology will one day replace smartphones for certain tasks.

You can read more about our thoughts on the two press events by reading our recaps of Apple’s iPhone 17 event and the Meta Connect event on Medium.

If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!

Hosted on Acast. See acast.com/privacy for more information.

Welcome back to another episode of Floor 9. For this episode, host Tom Trudeau chatted with Adam Simon and Richard Yao from the Lab’s strategy team about our latest insights on travel. Together, they discussed some of the biggest trends in the travel and hospitality sector in 2025, including the financialization of the travel industry, the increasing use of AI chatbots in trip planning, and the appeal of intentional under-planning and flexible travel. All these topics ladder up to a discussion about the future of a “connected trip” experience that is being shaped by shifting consumer expectations and AI adoption.

If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!

Hosted on Acast. See acast.com/privacy for more information.

This week on Floor 9, we’re diving deep into the fast-changing world of retail media networks with Parbinder “Parbs” Dariwhal, VP and GM of CVS Media Exchange (CMX). With 72% of purchases now beginning within retail ecosystems and average U.S. consumers seeing 47 retail media ads daily, it’s clear we’re in a new media era—one driven by data, co-creation, and in-store innovation.

Parbs joins hosts Ryan and Adam to break down how CMX is redefining retail media through partnerships with platforms like Reddit, leveraging interest-based conversations to drive brand advocacy. We also explore the collapsing purchase funnel, the rise of in-store formats like audio and end-cap screens, and the importance of transparency and first-party data in an age of “creepy” personalization.

Listen now to learn why the future of retail media is collaborative, measurable, and surprisingly immersive.

If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!

Hosted on Acast. See acast.com/privacy for more information.

This week on Floor 9, four members of the Lab team — Adam, Tom, Chelsea, and Elisa — assemble to discuss in-depth about everything brand marketers need to know about the latest news coming out of Apple’s WWDC developer event this week.

Specifically, the team discussed Apple’s practical approach to AI, which focuses on incremental “quality-of-life” improvements, and what it means in the context of a heated AI race among the big tech companies. They also discussed the new “Liquid Glass” design that Apple announced for all upcoming operating systems, and what its spatial computing-oriented design says about Apple’s vision for the future of digital interactions. Furthermore, the team explored specific updates to Apple Wallet, CarPlay, Apple Music, and other corners of the Apple ecosystem that will have direct or indirect impact on brand experiences in relevant categories.

If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!

Hosted on Acast. See acast.com/privacy for more information.

On the latest Floor 9 episode, four members of the Lab team — Tom, Ryan, Richard, and Elisa — assemble to discuss in-depth about everything brand marketers that need to know about the AI-centric announcements coming out of Google’s annual developer event.

From Google’s ambition of using AI Mode to transform its search products, to the “agentic web” that the AI stakeholders are aiming towards, the team places the various key announcements within the larger industry context and discuss their implications for consumers and brands alike. Listen now to learn more about how you brand should respond to the latest developments in consumer-facing AI.

If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!

Hosted on Acast. See acast.com/privacy for more information.

This week on Floor 9, host Tom Trudeau is joined by Lab members Chelsea Freitas and Ryan Miller for a dive deep into the evolving role of creators in the media ecosystem. From parasocial dynamics to AI's impact on content creation, the trio explores how influencer strategies are maturing—shifting from short-term content sprints to long-term brand partnerships.

With insights on niche creators, multi-platform storytelling, and creators as storefronts, plus examples ranging from Nike’s tiered creator playbook to MrBeast’s media franchise, the team discusses what it takes for creators and brands to build trust, convert audiences, and stay nimble in a fragmented digital landscape. This episode is a must-listen for anyone tracking the future of influencer marketing and creator-led brand collaboration.

Hosted on Acast. See acast.com/privacy for more information.

Welcome back to Floor 9! This week, host Ryan Miller is joined by Chelsea Freitas, the Lab’s strategy maven, and Tom Trudeau, our partnerships maverick, to chat about a shared passion topic — sports! Specifically, how the shifting sports audiences and viewer behaviors have impacted sports as a media business, the movement of women’s sports and the brand opportunities it brings, and the rise of next-gen alternative sports such as pickleball and drone racing. Together, they take a deep dive into the evolving landscape of sports media, and how brands can best reach sports fans.

Some key segments of this episode, with corresponding timestamps, include:

• The impact of changing sports audiences and behaviors – 9:12
• Sports media entering the streaming era and its implications – 12:34
• Women’s sports gaining momentum and brand opportunities – 21:19
• The rise of next-gen alternative sports and their advantages – 27:10
• Capturing value beyond game day via cross-media companion content - 30:28

For more insights into this topic, you can also read the companion post on our Medium blog here.

If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!

Hosted on Acast. See acast.com/privacy for more information.