蘑菇AV

The new Premium Lite tier ditches extras like offline downloads but could lure budget-conscious users鈥攃hallenging traditional streamers and YouTube鈥檚 own Premium model.

While third-party cookies are here to stay鈥攆or now鈥攎arketers can鈥檛 afford to be complacent about measurement. With privacy regulations mounting and most consumers blocking cookies, measuring digital ad performance remains a complex and challenging task.

Retail media鈥檚 growth will continue to be fueled by two complementary advertiser needs: the need for measurable sales, and the need for privacy-compliant data that can be used to reach consumers at the top or middle of the purchase funnel.

Linear TV is no longer a growth industry, so marketers should start preparing for a future where more and more of their TV-style spots go to OTT platforms. CTV is picking up the slack, resulting in a combined market that will grow from 2024 through 2027.

Black digital video viewers consume a mix of paid streaming services, free OTT services, and free ad-supported platforms. Roughly 73% of digital video viewers subscribe to three or more paid streaming services, according to a July 2023 Nielsen report. In choosing platforms, Black viewers prioritize Black TV content.

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

鈥淪hopper journeys are very complex, and retail media networks (RMNs) need scale to reach those shoppers, wherever they may be,鈥� said Shawn McGahee, head of retail media at Google, during last week鈥檚 蘑菇AV Summit on commerce media.

"Retail media could have a key role to continue driving growth for advertisers which sell products through retail," said Jonathan Fasano, business development director at Walmart Connect Mexico and Central America, during a recent 蘑菇AV Summit on commerce media.

85% of US brand and agency decision-makers consider Nielsen alternatives to be more or just as effective than the legacy currency provider, per a July 2024 Advertiser Perceptions study.

YouTube鈥檚 Shorts push favors quick hits over deep engagement, leaving influencers to balance reach with revenue in an uncertain ad economy.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to Friday 5.

Our annual Trends to Watch report for Canada highlights expected developments in the country鈥檚 media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

YouTube鈥檚 2.50 billion monthly active users worldwide outnumber those on all other digital platforms, according to our 2024 forecasts and Spotify data.

Apple鈥檚 Prime Video deal draws the lines of power in streaming: Growth in SVOD is slowing significantly, leaving services little choice but to piggyback off larger platforms.

DirecTV enters FAST streaming space: This new service offers free, ad-supported content and genre-specific bundles, aiming to attract cord-cutters and younger audiences.

Off-site retail media ad spend will grow 42.1% in 2025, almost three times as much as on-site, according to our November 2024 forecast.

Paramount鈥檚 streaming growth offsets legacy TV decline: Streaming revenues surge, but ad revenue from linear TV continued to decline, highlighting the company鈥檚 shifting priorities.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

Retail media will set the pace for digital advertising growth in the coming years as more retailers invest in monetizing the channel and more advertising options become available to media buyers.

The news: Spotify鈥檚 Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn鈥檛 support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend鈥攅specially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify鈥檚 approach may alienate ad-heavy networks for now, but video鈥檚 growth and creator enthusiasm suggest its long-term strategy is sound.

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�

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�