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
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
The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.
Report
| Nov 7, 2022
By putting conversion at the front of a marketing strategy, brands can scale quickly and sustainably. Learn how to leverage the opportunity marketers have today by modernizing the sales funnel.
Article
| Feb 13, 2023
Lowe’s teams up with Yahoo to enhance retail media network: The partnership lets advertisers run off-site omnichannel campaigns and improves measurement and attribution.
Article
| Oct 17, 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
BJ’s Wholesale Club is the latest retailer to launch a media network: At the same time, Instacart is adding more promotional capabilities to help drive sales among cost-conscious shoppers.
Article
| Dec 5, 2022
YouTube’s ad frequency capping solution should help campaign ROI: The video giant cites data suggesting advertisers can earn better returns by showing fewer ads.
Article
| Nov 14, 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
Walmart will net $2.22 billion in US digital ad revenues this year, per our forecast.
Article
| Nov 22, 2022
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
Ad spending is moving to CTV, and marketers want to compare performance on CTV with video ad campaigns on mobile web and mobile in-app delivery. Industry KPIs, Insider Intelligence’s new benchmarking tool, lets advertisers evaluate the performance of their video ad dollars.
Article
| Feb 16, 2023
TikTok’s recent advances in its ad technology are making it easier for advertisers to plug into the platform and make buys. Since launching its self-serve ad platform in July 2020, TikTok has greatly expanded its targeting, custom content creation, and bidding capabilities.
Article
| May 24, 2022
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
Telly is offering programmatic advertising with plans to introduce its own self-serve platform as well. Around 250,000 people in the US have signed up to get Telly sets in the first week, that they were offered in May. Telly planners to ship 500,000, half a million, by the years end. For Blake, a billboard for the living room. What's the point? Blake Droesch:.
Audio
| Jul 28, 2023
Complaints about online ads are prevalent, yet 67% of consumers would rather see online ads than pay for website content, Yahoo research shows. With quality creative and high-precision targeting, advertising can be an addition rather than a distraction to the consumer experience.
Article
| Dec 20, 2021
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
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| Nov 2, 2022
Source: eMarketer
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
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
HBO and Discovery+ going to the “Max”: Combined streaming service kicking off in May will bring new business leads for advertisers. Read online.
Article
| Apr 12, 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
Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.
Report
| Apr 15, 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