Bonus Episode: How Brands Are Activating Around the World Cup, with StackAdapt's Greg Joseph
- The 2026 FIFA World Cup, hosted across the U.S., Canada, and Mexico, gives brands a rare convergence of global scale and hyperlocal activation opportunity.
- Greg Joseph, VP of inventory development at StackAdapt, argues that programmatic tools now allow brands of all sizes to target specific cities, audiences, and moments — replacing bulk media buying with value-driven investment.
- Marketers are shifting from reach-first thinking to connected omnichannel storytelling that mirrors the real physical and digital journeys consumers take throughout the event.
With the 2026 FIFA World Cup ready to kick off, brands are gearing up for one of the most anticipated marketing opportunities of the year. But with activations ranging from out-of-home display to IRL activations, measuring the success of these branded efforts will be a challenge. That's where Greg Joseph, VP of inventory development at StackAdapt, comes in.
On this bonus episode of On Scope, Greg joins host Mike Berberich to discuss how marketers are fully leveraging the unprecedented scale, energy, and geographic distribution of the tournament. Together, the duo cover:
- Best practices for brand marketers to determine which markets they should target and which might not be worth the investment.
- How to maximize brand impact when there are so many different markets and competing cultural norms converging for the World Cup.
- Broad approaches brand marketers should consider to layer over top their more localized activations.
Listeners will learn how brands can move beyond traditional broadcast thinking and instead embrace omnichannel, programmatic approaches that connect with consumers throughout their real, physical, and digital journeys, whether the target audience is from commuting and attending a match, watching on TV, or both.
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