Changing channels: Advertisers adjust their approach to TV as linear viewership falls and video-on-demand takes different forms.
Article
| Nov 28, 2022
From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.
Article
| Jan 3, 2023
Baby boomers make up the largest share of TV viewers, while 25- to 34-year-olds predominate CTV usage. Marketers increasingly plan their buys across these mediums to achieve their targeting goals.
Article
| Jun 9, 2023
TV audiences are fragmented, and the Oscars won’t change that: Though the 2022 ad inventory is sold out, a modest bounceback from last year’s disappointing show is probably the best ABC can hope for.
Article
| Mar 25, 2022
Streamers poised to take greater share in US upfront market: Advertising dollars will flow to services such as Hulu, Peacock, Roku, and YouTube TV.
Article
| Jun 21, 2022
Inflation. Return to work. Supply chain disruptions. War. Recession. It’s been a wild 2022, and larger pressures are disrupting advertising. Here are a few key trends from our recent “Great Realignment” webinar.
Article
| Sep 13, 2022
Peacock made audience gains as the streaming space gets more crowded.
Report
| Mar 25, 2022
Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.
Article
| Jun 14, 2022
Ad spending is increasing across all transaction types, but growth rates are higher for programmatic direct and private marketplaces (PMPs).
Article
| Mar 2, 2023
Google looks to boost transparency around programmatic advertising: Its move comes as our forecast shows spending on these ads will rise steadily through 2024.
Article
| Aug 5, 2022
As political ads boom, so do transparency concerns: The growing impact of CTV and programmatic advertising calls for transparency—but it’s not an easy problem to solve.
Article
| Sep 16, 2022
Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data.
Article
| Feb 17, 2022
“Premium” publishers swoop into the advertising drought: Marketers are turning to owners of ad space rather than exchanges for more immediate results.
Article
| Oct 4, 2022
As 2022 comes to an end, this is the data you need to kickstart 2023 for your business.
Article
| Dec 20, 2022
The way people watch TV is changing. So are the ways brands advertise on TV. Connected TV has seen “monumental progress in just a handful of years,” said our analyst Ross Benes. But that’s not the full story. Here are key TV behaviors and ad trends to watch in the new year.
Article
| Jan 9, 2023
Consumers’ appetite for quality, on-demand content has contributed to connected TV’s (CTV’s) stronghold as the fastest-growing major ad format in the US. “There’s a lot more for [advertisers] to weed through in terms of the opportunities and options of where to place our clients’ ad dollars,” Jennifer Kohl, executive director and head of US media at VMLY&R, said of CTV during our virtual “Attention!” summit last week.
Article
| Jun 7, 2023
We cut $5.51 billion from our US digital ad spending forecast for 2023, due to the fallout from Apple’s privacy changes, Google’s deprecation of third-party cookies, and a stricter regulatory environment. Along with inflation and a potential recession, these challenges will depress spending until 2025, when it should return to previously projected levels.
Article
| Dec 16, 2022
Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.
Report
| May 31, 2022
Among connected TV (CTV) companies we forecast, Hulu will lead in US ad revenues in 2021 at $3.13 billion, up 44% over 2020.
Article
| Oct 27, 2021
Following a banner year, US ad spending in 2022 will be shaped by three key trends: Linear TV crossing the Rubicon, a billionaires’ club emerging in connected TV (CTV), and ecommerce ad spending enriching Google, Amazon, and a crop of newcomers in search and retail media.
Report
| May 18, 2022
Connected TV to draw users and time spent in the US: CTV is vying with smartphones and tablets for consumer attention while generating advertiser interest, our forecast shows.
Article
| Jul 5, 2022
A successful marketing approach prioritizes knowing and defining your audience, expanding your reach, and giving yourself room to adjust on the fly.
Article
| Nov 14, 2022
Smart TVs are staring down a very different landscape: Hardware sales will recover this year as the industry addresses concerns about miscounting ads.
Article
| Aug 17, 2022
CTV spend will see a downturn after Roku’s Q2: Months of macroeconomic pains and murky CTV credibility hurt the sector’s ad spend.
Article
| Aug 1, 2022
US ad spending fell 12.1% in December 2022, the sixth consecutive month in which total spending has declined, according to revised data from Standard Media Index’s US Ad Market Tracker. To no one’s surprise, inflation continues to take its toll. But things may not be as bad as we thought.
Article
| Jan 26, 2023