Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.
Report
| Jun 8, 2023
Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.
Report
| Nov 28, 2023
Our predictions for retail media networks, smart TV watching, and generative AI.
Report
| Dec 7, 2023
As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.
Report
| Apr 11, 2024
Amid near-nonexistent growth in some key markets, web publishers are being forced to consider radical changes to the way they sell their ads on the open web.
Report
| Jul 25, 2023
Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.
Report
| Oct 18, 2023
Chart
| Jan 16, 2024
Source: Comscore Inc.; Proximic
25% of US TV/video ad buyers want to have three currencies for impression measurement, according to March 2023 data from the Interactive Advertising Bureau, Standard Media Index, and Advertiser Perceptions. Another 45% opt for four or more currencies.
Article
| Dec 21, 2023
Key stat: 58% of US adults stream video via connected TV (CTV), according to ViewNexa.
Article
| Dec 5, 2023
Chart
| Nov 3, 2022
Source: Lotame; PureSpectrum
Chart
| Feb 17, 2022
Source: Forrester Consulting
Ad spend across digital channels has been mixed so far this year, with spend on social networks slowing and connected TV spend boosted by new ad-supported subscription tiers. Meanwhile, retail media is diversifying at a rapid rate as nonendemic retailers get in the game
Article
| Jul 12, 2023
Netflix will overtake Disney+ in ad revenues next year, amassing $1.03 billion versus Disney’s $911.9 million, per our forecast.
Article
| Dec 19, 2023
Why it matters: Programmatic ad spend now accounts for about 9 in 10 digital display ad dollars in the US, according to our forecast. Microsoft is boosting its programmatic potential and pushing the use of AI along the way to keep advertisers happy as they deal with the challenges of signal loss related to Apple’s AppTrackingTransparency and Google’s deprecation of third-party cookies. Search.
Article
| Oct 4, 2023
Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.
Report
| May 5, 2023
Expanded opportunities have made retail media’s rosy forecast even rosier. But retailers and buyers need to address the channel’s measurement, standardization, and complexity challenges.
Report
| Nov 8, 2023
US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.
Report
| Jun 14, 2022
CTV ad spending is expanding because more services have adopted ads, streaming services have increased their ad loads, and people continue to spend more time streaming. Not too long ago, HBO, Netflix, and Disney+ featured no advertising. Now they all have ads. And some of the most popular ad-supported streamers, like Hulu, have increased their ad loads in recent years.
Article
| Jun 29, 2023
On a gross basis, YouTube will account for about half of our 2021 US CTV programmatic ad spending estimate. While some streaming services prefer to sell their inventory through traditional sales methods like TV networks do, and rely on upfront deals, advertisers are bullish about programmatic’s future role in CTV.
Report
| Nov 18, 2021
Forecasts
| May 24, 2023
Source: Insider Intelligence | eMarketer
The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.
Report
| May 17, 2023
US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.
Article
| Jun 15, 2023
Article
| Nov 20, 2023
Upfront spending is flowing toward streaming services. Upfront CTV ad spending will grow by 34.6% to $6.41 billion this year. For context, that’s about how much we had predicted in our inaugural forecast would be spent on total CTV advertising in 2019.
Article
| Jun 1, 2022
TikTok and YouTube are taking short-form video to CTVs: Strong viewer growth is making TV screens the next battleground for digital video dominance.
Article
| Aug 26, 2022