蘑菇AV

Oscars viewership falls 7% but improves across younger demographics: The ratings decline doesn鈥檛 necessarily mean that live events are a lost cause.

Eli Lilly鈥檚 Oscars commercial slams unapproved drugs like compounded GLP-1s: The ad could help pharma companies rebuild trust with consumers.

This is due to high digital adoption among consumers as well as a traditional media environment that has been less open to advertisers thanks to the influence of the ad-free BBC. And it has maintained a brisk pace in the ramp-up in digital spending. Just 10 years ago, traditional media accounted for the largest proportion of advertising spending.

Doctors take issue with NYU Langone Health鈥檚 Super Bowl ad: They鈥檙e largely questioning the not-for-profit鈥檚 choice to pay $8M+ for the ad. We explore why health systems would be better off advertising in local markets than national TV events.

Keyword blocklists restricted advertisers from 56% of Oscars content: The issue emphasizes the need for a more thoughtful approach to brand safety.

While techy boomers may be more digitally inclined than their peers, the best way to reach them is likely still through traditional media. Baby boomer awareness of smart home technology is high, but many don鈥檛 see it as a necessity. Around 77% of boomers who bought a home in the past five years own smart home technology, according to a OnePoll survey conducted in July 2023 on behalf of Frontdoor, Inc.

Tech giants dominate Hollywood by securing marquee franchises: Companies like Amazon, Apple, and Netflix will outbid legacy media for top intellectual properties.

And the content, I think, also, because there's more of direct interaction between the viewers and the creators, the content's able to grow and shift with the kids, in a way that I think traditional media sometimes is really disconnected. Marcus:. Okay. And you were saying that a lot of young people are using YouTube for music, like a shocking amount. Paola Flores-Marquez:. Yeah, music is huge.

So there is this sort of interplay between all these platforms, even as you see YouTube in particular threatening more traditional media channels. Marcus Johnson:. Using different platforms in different ways for different purposes. Bill, the sheer scale of YouTube, I think Jasmine used that word a second ago. It's just mind-blowing.

蘑菇AV analysts highlight four trends that will affect digital advertising in 2025.

Time spent with traditional media is still declining, although not to the same extent as in previous years. The fall of traditional media is so far along that its annual time spent losses are starting to moderate. It will lose 9 minutes per day this year and the same amount again next year. In the 2010s, by contrast, traditional media鈥檚 declines were almost always around 10鈥�20 minutes or more.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

CTV inventory has surged, but the linear TV ad market remains much larger.

OpenAI hopes the Super Bowl can boost usage: Its first-ever spot coincides with a rebrand and rollout of ChatGPT search.

Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.

T-Mobile sees a $600 million opportunity in Digital OOH: The mobile provider will acquire Vistar Media in a deal hinting at the format鈥檚 future.