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So it's a little bit of a hybrid between live streaming and mobile shopping and what you can do with traditional TV or connected TV, but it shows just how an in-demand product can really drive this kind of livestream commerce or live shopping.

Consumers are harder than ever to reach via traditional means; the social media audience will overtake linear TV in 2025. Gen Z is strongly embracing the shift to social media and creator content. Consumers are largely receptive to brands that partner with creators and influencers. Creator and influencer content can be more relevant and less intrusive than studio-produced ads.

The traditional landscape of print, TV, radio, and out-of-home (OOH) ads has expanded to include social media, CTV, creator-driven activations, live-streamed events, and so much more.

They're still spending 40% of their time with traditional. The flip side of that is very specific to TV where we've seen that TV is still really popular. A lot of people spend a lot of time watching TV and advertising dollars have fled from it much more quickly than people actually have. Now, there's reasons for all this. We'll spend some time talking about all the reasons. There's digital.

So yeah, what it's losing on the traditional TV side, it's more than gaining on the digital side. Marcus Johnson:. Right. How much was spent on ads? Well, all told, Fox said that they took in 600 million dollars in ad revenue for Super Bowl LVII, with some in-game 30-second spots going for north of 7 million dollars. The average price for a spot was close to six and a half million.

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 news: Instagram and TikTok are working on plans to develop connected TV (CTV) apps to mimic the success of YouTube’s big-screen push, per The Information. Our take: Advertisers may be hesitant to spend on placements before user adoption is proven. TikTok and Meta should prepare for initial losses and, to ensure a robust content pipeline for TV, introduce new simple editing tools or financial incentives to help creators optimize vertical posts for the horizontal big screen.

In-store audio, existing screens (such as those at checkout or on TV walls), and traditional demo stations are retail media formats that require minimal upfront investment, allowing retailers to quickly launch in-store advertising. The revenues generated from these efforts can be reinvested into tech upgrades, expanding available media formats.

All of the Big Tech companies seem to be replacing their traditional assistants and searches with AI-only solutions. While that’s a leap forward, voice-only modes will make the accuracy of AI results far more difficult to discern.