蘑菇AV

In our newest forecast for time spent, mobile devices still attract more than half of all digital time, but CTV is catching up.

That put it on a level close to smart TVs and tablets鈥攁 unique occurrence in the country. This could be related to the presence of Ubisoft, the French company founded in 1986 and is one of the largest game developers in the world. Smart TV ownership was just 44.4%, far below the regional average of 59.6% for Western Europe.

The 2025 鈥淢ark of a Fighter鈥� campaign, launched on March 5, will appear across digital, social, connected TV, audio, radio, and out-of-home. The campaign will have placements in all March games on TBS, CBS, TNT, and TruTV, and the April 7 championship, totaling 67 games. The three spots focus on attracting new customers and reaching the company鈥檚 core Hispanic audience.

The other half would primarily go to other digital channels, including social platforms like Snapchat, retail media, and connected TV (CTV). But some of those beneficiaries, like Amazon and Netflix, would also lose an important marketing and discovery vehicle. Creators are split on a TikTok alternative.

Respondents said they commit almost a quarter (23%) of their budgets to off-site targeting, including programmatic ad buying and connected TV (CTV) platforms. An example of the latter is Amazon Prime Video targeting using shopping history on the ecommerce platform.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

Premium lite could appeal to connected TV (CTV) users who are more interested in YouTube鈥檚 general video content鈥攊ncluding its large library of movie titles鈥攔ather than music videos and audio options. What this means for creators: A lower-cost ad-free tier could change how content creators and influencers get their income and make subscription revenues a more important part of their business.

Smart TV ownership was highest in Latin America at 65.7%. It鈥檚 well ahead of North America (61.7%) and Western Europe (59.6%). All other regions were significantly below these rates. The region also led in smartphone ownership at 98.5%. The discrepancy among regions was insignificant, since these devices are ubiquitous globally.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

YouTube rolled out pause ads on smart TVs in September, Netflix tested a shoppable pause format with Google last year, and NBCUniversal announced the expansion of pause ads into live TV at CES. Additionally, 51% of viewers have taken some sort of action after seeing a pause ad, according to the Video Advertising Bureau.

The addressability of CTV audiences has dramatically increased since Netflix introduced ads more than two years ago. Implications for retailers. Retail media ad spending topped C$3 billion in 2024. Retail media formats are expanding as the market matures. GenAI deployments are now table stakes for retailers.

Performance-driven platforms like search and connected TV may be more resilient if heavy tariffs take hold and stick around. Use this chart: Marketers and ecommerce professionals can use this chart to plan for multiple growth scenarios with flexible budgets. Platforms may consider finding advertisers who do not rely heavily on cross-border spending. Related 蘑菇AV reports:.

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

Another potential factor driving the rise of social display eCPMs is social media鈥檚 younger demographic groups鈥攅ssentially users who are hard to reach on linear TV and, to some degree, on connected TV platforms. On the flip side, rich media eCPMs declined by 2.2% QoQ and 12.6% YoY in Q2 2024, likely driven down by an increase in rich media inventory across a range of platforms.

Nearly half (44.5%) of consumers of all ages see GLP-1 ads on connected TV (CTV). Consumers compare and evaluate healthcare products and services online鈥攚hen they can. Patients have historically faced limited healthcare choices.

AXON鈥檚 performance is pulling in spend across gaming, ecommerce, and connected TV, giving AppLovin a foothold in markets far larger than its original mobile gaming roots. What could trip things up? Regulatory risk, geopolitical volatility, or platform gatekeepers like Apple shifting their rules pose threats to AppLovin鈥檚 growth flywheel.

YouTube has more connected TV (CTV) viewers than the total viewers of any other platform except Netflix, according to our October 2024 forecast. Excluding YouTube, 蘑菇AV forecasts US social video ad spending will surpass linear TV ad spending for the first time. 鈥淧eople like Colin and Samir are getting better viewership on CTV for longer than most network sitcoms,鈥� said Gordon.

Use this chart: Marketers and retailers can use this chart to know where to meet TV-watching audiences and as evidence for including linear TV or connected TV (CTV) channels in their campaigns. Related 蘑菇AV reports:. Shoppable Media Explainer 2024 (蘑菇AV subscription required). Retail Trends to Watch in 2024 (蘑菇AV subscription required).

Smart TV ownership registered at 47.9% of respondents. This aligns with streaming services鈥� high adoption rate, indicating an embrace of connected, internet-enabled television experiences. Chart Overview.

Linear TV generates about six times as many ad impressions as connected (CTV), according to a November 2024 蘑菇AV forecast. US adults watched an average of 106 minutes per day of live TV in August 2024, up from 92 minutes in August 2023, according to an Ipsos survey.

Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.