As privacy regulations ramp up, brands across verticals are increasing their focus on premium environments that don’t rely on cookies. In this video, Arity’s Jennifer Gold, director of product marketing, shares why private marketplaces (PMPs) fit the bill by offering access to high quality inventory, programmatic efficiency, brand safety, and transparency.
Connected TV's ascendancy: GroupM's mid-year forecast points to a significant surge in CTV advertising, signaling a pivotal shift in media consumption and ad strategies.
Latin America traditional media spending bounces back: Recovering out-of-home advertising will help lift outlays to prepandemic levels.
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.
Retailers worldwide will spend $4.09 billion advertising on YouTube this year, per WARC Media. Next year, that figure will increase by nearly half a billion to $4.56 billion.
On today's episode, we introduce you to the FAST (free ad-supported streaming TV) services (e.g., Tubi, The Roku Channel, and Pluto TV), explain how they became so popular, and look ahead to see what their ceiling is. "In Other News," we talk about whether the advertising space is on the mend and how significant of an ad player Microsoft is. Tune in to the discussion with our analyst Ross Benes and director of Briefings Jeremy Goldman.
The average US adult spends just over an hour playing video games per day, according to our estimates. Such a sizable share of attention offers a prime opportunity for brands to advertise in games—especially since traditional barriers to brand advertising have been lowered. Big changes have opened opportunities for brands across platforms.
Key stat: Google’s share of US nonretail search ad spend has declined since 2021, when the company saw $57.49 billion in US search ad revenues, according to our forecast. Among Google’s rivals outside of retail, both Microsoft and Apple are growing their search revenues faster.
AI enhances B2B advertising: LinkedIn’s latest feature levers OpenAI models to improve ad creation efficiency.
This year, US social network ad spending will grow at its slowest pace since we began tracking it, at just 3.4%, to reach $68.45 billion, according to our forecast.
“If you want to dominate the digital landscape, you’ve got to win or be a clear leader on the three core pillars: media, advertising, and commerce,” our analyst Andrew Lipsman said during our recent “Attention!” summit.
Linear upfront spending is expected to remain flat for the foreseeable future, but marketers are increasingly turning to connected TV (CTV), with advertisers projected to spend more than $8 billion on CTV ads at this year’s upfronts and NewFronts.
Netflix’s enhancements to its ad-supported tier has helped it amass 5 million monthly active users worldwide, though its password crackdown could slow momentum. Meanwhile, Max, the combined streaming service of HBO Max and Discovery+, debuted to “early positive feedback,” and Paramount+ hopes partnering with Showtime will prevent it from losing subscribers.
After 10 months of ad spending slowdowns, the ad industry has changed: The industry is still growing, but major shifts have advertisers worried.
TikTok's privacy debacle deepens: Internal documents reveal ByteDance employees have been sharing user data on internal platform Lark, undermining the company's claims of robust security measures and stirring fresh concerns about potential security risks and ties to China
Musk’s embrace of the far-right could hurt Twitter’s turnaround efforts: The amplification of far-right voices is likely to keep liberal and moderate users, as well as some advertisers, on the sidelines.
Google experiments with chat ads: The tech giant plans to embed its Search and Shopping ads into the AI-powered SGE conversational mode.
Retail media’s rise in popularity is being boosted by increasing ecommerce sales, a wide variety of ad formats, and established retailer-brand relationships. But an increasingly crowded space may have advertisers feeling overwhelmed, which could put a bit of strain on retail media’s growth.
We slashed our 2023 US ad revenue estimates for almost every social platform. For Snapchat (revised down by $505.2 million), TikTok (down $649.0 million), and Twitter (down $991.0 million), the cuts are significant. For Pinterest (down $31.5 million) and Reddit (down $40.9 million), the cuts are smaller but still impactful—$40.9 million is nearly 10% of Reddit’s annual revenues.
Navigating the ad-buying landscape is complex. By transitioning toward a multichannel strategy, marketers can say goodbye to a fragmented buying experience and the challenge of full-funnel measurement by leveraging unique consumer behavior insights and targeting ads on specific days and at specific times.