That increases impressions while diluting quality and annoying the prospect they’re trying to court. That thirst for impressions can even lead an agency to show ads to a low-quality audience or perhaps even to bots, who have no disposable income.

The streaming platform improved its standing among consumers most in metrics such as impression, satisfaction, and quality. The streaming giant signed a deal with Donald Glover for a series of projects including a TV series based on the “Mr. & Mrs. Smith” franchise.

For example, Current leans into influencer marketing to forge a stronger impression of authenticity and transparency. This could produce a halo effect that boosts Privacy scores for incumbents that follow suit. Reputation. Reputation will become a key battleground between incumbents and neobanks.

However, rather than counting all impressions at the point of download, Spotify is able to record an ad impression in real-time, as soon as the ad starts playing. That means for the first time ever, podcast advertisers can get insight into confirmed ad impressions. They can have confidence knowing that their ads were heard, instead of simply using downloads as a listening proxy.

Performance ad products like Facebook Reels’ new banner and sticker ads are a welcome addition to the mix—but marketers should still approach the new formats with some caution, given the low ad impression share on Reels compared with tried-and-true Feed options.

There's a certain gigantic number that every CMO feels they need to hit, in terms of the number of impressions that they achieve, the number of exposures of their advertising that they get. And as that has gone on, there has also been this kind of growing awareness of all the monkey business and shady tactics and waste that crops up in the open web.

Both jumped into the top 10 by impressions, despite marginal increases in spend. The NFL accounted for 30% more TV ad impressions for retail brands year-over-year. More impressions (28.4% of the total) shifted to the “Big 4” broadcast networks versus last year (24.0%). Undoubtedly, the World Cup and NFL played a big part in this.

That’s in line with a study conducted by ad design platform Creatopy last year, which discovered that TikTok garnered nearly three times as many impressions for a single video as Instagram Reels or YouTube Shorts, though Shorts had better user engagement rates with content.

It created, for some, the impression that marketers and publishers didn’t need to buckle down immediately to prepare for a cookieless world. On the other hand, the players that tested and learned gained important benefits and, in some cases, increased effective cost per thousand impressions (eCPM) rates on Safari and Firefox by 80%.

Mobile apps and mobile web accounted for 92% of all Facebook ad impressions, across all Facebook properties, versus just 8% from desktop, according to Tinuiti platform data as of Q3 2021. On Instagram, all impressions are attributed to mobile, whether mobile app or mobile web.

Reels accounted for 5.4% of all Instagram ad impressions over the Cyber Five, compared to just 0.9% last year. Meanwhile, Facebook Reels rose to 3.3% of all impressions this year from a nonexistent share last year. Though the format is still relatively new, it steadily gained traction in 2022.

Mobile devices lead other video mediums in reach, with 39% of all video ad impressions worldwide in the second quarter of 2022, according to August data from Extreme Reach and Insider Intelligence. Some 36% of buy-side advertising decision-makers plan to focus more on attention metrics this year, according to November 2022 data from the Interactive Advertising Bureau.

For example, if a marketer serves an impression to a smartphone that the audience is using while watching TV, it achieves immediate frequency, reduces costs (as online display and video impressions are cost-efficient), but also gives the audience member clickability, which brings them back to the site for retargeting, analytics, and measurement. Define outcomes and optimize.

Linear ad impressions started to drop off as early as February, when spending fell 16% from January, according to Samba TV. That dip continued through May, with impressions failing to climb past 7 billion—a low not seen during any month in 2021.

NBCU instead used the Winter Games (and Super Bowl) as a testing ground for its new partnership with iSpot, through which it is providing cross-platform viewership metrics and data sets for linear TV ads that tie impressions to digital actions like purchases or visits to websites. iSpot also uses smart TV content recognition data to track TV broadcast ad impressions. iSpot touted those metrics and ad performance

Ad impressions are on CTV and mobile. CTV and mobile have been fighting for video ad dominance, according to Extreme Reach. Mobile has had more video ad impressions most quarters, but CTV’s surpassed mobile on several occasions.

Programmatic CTV Impression Share, By Vertical. Video Viewable Rate, By Device, Industry, Publisher Type, Region and Country. Visibility on Connected TV (CTV).

CPMs—the cost of a thousand impressions—on core Facebook grew a whopping 66% from Q4 2020 to Q4 2021, even as impressions decreased 22% over the same period, according to data provided by performance marketing agency Tinuiti. Apple itself is a beneficiary.

Additionally, there’s little consensus over what counts as an impression. If players are making multiple laps around a track that’s lined with ads, does each lap count as an impression? Or should it only be considered an impression when a player starts a new race?

In January 2023, RTB House served nearly 120 million impressions through FLEDGE. That’s up 1,846% from 6.5 million in August 2022. But it’s not enough to quell speculation of another delay in cookie deprecation. Despite momentum, FLEDGE still only represents a fraction of the 30 billion impressions RTB House processes in an average month.

The platform remains the most expensive of the major ad-supported streaming services; even after coming down from its initial demand for $65 CPMs (cost per thousand impressions) and dropping to $55, it’s higher than the $50 Disney+ is asking for. Our take: Netflix allowing advertisers to request their money back is a novel approach to its inability to hit guarantees coming out of the gate.

A similar issue has been plaguing connected TVs: A June report from iSpot found that CTVs were running ads when devices were turned off, costing advertisers $1 billion in fraudulent impressions. That degree of fraud has, in part, caused skeptical advertisers to slash CTV budgets in the ad downturn.

What this means: There’s no denying that the ad downturn is in full effect as spending and impressions normalize to levels below their pandemic-fueled highs. That downturn will hurt ad-reliant companies through the rest of the year. The high expense and now-uncertain impact of CTV advertising means spending in the sector is likely to slow down.

TikTok keeps a lot of information secret, but it’s very forthcoming about impressions. Even smaller TikTokers can rake in millions of impressions on a single video. You can find relevant pages by searching terms within TikTok, selecting the “Top” tab, and seeing which creators are getting the most views. Having trouble finding search terms that TikTokers use? Go to Google first.

Programmatic CTV ad impressions increased by 127% on Vizio in Q2 2021 over the previous quarter, according to Samba TV. Ad impressions also grew by 27% on Roku, 27% on Samsung, 43% on LG, and 49% on Amazon. (Vizio and Roku make more profit from their advertising and data divisions than they do from their device sales.). CTV revenues grew 51% YoY in Q3 2021 for Magnite.