蘑菇AV

CTV鈥檚 fragmentation is well-documented, but adding retail media adds complexity. 39% of US CTV/OTT advertisers cited fragmentation/too many providers as their biggest challenge, according to an April 2024 Advertiser Perceptions survey commissioned by Premion. More platforms make campaign execution harder. Consumers might see the same ad too many times on different services.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

Viewer preferences are also shifting: 58% of US video viewers say ads in creator content feel more contextually relevant, and creator content is more likely than studio content to be seen as engaging, personal, and exclusive.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Key Stat: Among the top US streaming services, Netflix is the only one with more committed customers (58%) than curious customers (42%), which makes it less prone to bundling, according to Antenna. Executive Summary. Streaming services are betting that bundles will limit cancellations and attract new viewers.

While HBO hasn鈥檛 integrated these partnerships into the show itself, they could be a preview into how retail and Connected TV (CTV) will continue their convergence. 62.7% of US consumers discover new brands or products from TV, and well over a third (38.7%) searched online to consider buying something that they saw on TV, per a September 2024 蘑菇AV survey conducted with Shopsense AI.

Media and entertainment will increase its digital ad share to 78.1%, putting it above the US average for the first time since 2020. And digital鈥檚 ad share will exceed 80% in three other industries. For more information on our industry advertising spending forecast, see 鈥淯厂 Ad Spending by Industry 2024鈥�.

Similarly, more US consumers are cutting the cord and switching to streaming services and connected TVs as their primary video channels. These changes will contribute to a continued decrease in CPMs this year. The one exception: Sports stand apart as the major category where prices are expected to increase.