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
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
Much of the money exiting linear TV won’t go very far, partly because many Americans are shifting their behavior from one content source to another while using the same device.
Article
| May 23, 2022
By 2024, we expect US digital ad spend to be about $65 billion higher than what we expected before the pandemic. The biggest drivers behind these larger-than-expected increases are retail media networks and connected TV.
Article
| Jan 13, 2022
In response to the shifting advertising landscape, we’ve cut over $5 billion from our US ad spend forecast for 2023, placing it at $278.59 billion. Why the downgrade? Well, for one, last year’s macroeconomic factors are spilling over into this year. And while that may resolve itself in time, there’s another, more permanent issue advertising is facing: privacy changes.
Article
| Jan 6, 2023
In analyzing the media landscape, the Interactive Advertising Bureau (IAB) is reimagining the future of digital viewership. In this Q&A, the IAB's Eric John, vice president, media center, discussed continuous growth in video advertising and connected TV, why the old model of a million-dollar TV commercial playing once everywhere is gone, and how to make creative work better.
Article
| May 13, 2022
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| Nov 2, 2022
Source: eMarketer
On today's episode, we discuss whether watching TV with other people ruins the potential of targeted connected TV (CTV) ads, who's winning the CTV advertising race, and how CTV stacks up against traditional TV ad spending. "In Other News," we talk about Netflix's road map for video games and what to make of its 1 million user milestone for its ad tier. Tune in to the discussion with our analyst Paul Verna.
Audio
| Apr 7, 2023
We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year—in other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.
Article
| Apr 19, 2023
This year’s upfronts have been unusual, with the haze of the Writers Guild of America strike and a decisive shift toward streaming. From YouTube’s mixed messages to Netflix’s ad-supported tier’s less-than-impressive beginning, here are five trends pinpointed by our analyst.
Article
| May 11, 2023
Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers’ attention. Our analyst Paul Verna shares why co-viewing won’t hurt CTV’s targeting abilities and how too much repetition may make ads ineffective.
Article
| Apr 13, 2023
Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.
Article
| Dec 20, 2022
Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. “That is not great compared to almost anything in recent memory; however, there is a U-shape to this line,” our analyst Ethan Cramer-Flood said during our “US Digital Ad Spend Outlook” webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.
Article
| May 16, 2023
With growing subscription and advertising revenues, digital video’s future remains bright. But there are numerous questions that will affect its development.
Report
| Dec 7, 2021
Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.
Article
| Dec 1, 2022
YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.
Report
| Jun 21, 2022
Google put ads in its Search Generative Experience. YouTube has a new unskippable 30-second ad spot. HBO Max relaunched as Max. And The Kroger Co. is paving the way with in-store retail media. Here are what updates from these companies and more mean for advertisers.
Article
| May 31, 2023
Our annual lookahead for Canada highlights some growth areas for brand marketers as well as the mediascape that’s evolving to serve them.
Report
| Dec 13, 2021
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| Apr 1, 2023
Source: eMarketer
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| Apr 1, 2023
Source: Insider Intelligence | eMarketer
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| Apr 1, 2023
Source: Insider Intelligence | eMarketer
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| Apr 1, 2023
Source: eMarketer
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| May 3, 2022
Source: eMarketer
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| Nov 1, 2022
Source: eMarketer
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| May 1, 2022
Source: eMarketer