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Cohen revealed that LinkedIn has been 鈥渋nvesting heavily in connected TV鈥� (CTV) for B2B marketing, with third-party partners reporting ROI six to seven times higher than traditional tools. The platform initially announced this push last year; in coming months, it plans to expand LinkedIn CTV to make it even easier for B2B marketers to reach new buyers and measure camapign effectiveness.

Generic, AI-generated content has flooded traditional digital channels, making the competition even more difficult. Digital out-of-home (DOOH) advertising and TV spots are new ways to engage with B2B decision-makers. Some brands are making bold moves鈥攅ven Super Bowl advertising.

The increase is fueled by political ad spending, which leans toward traditional formats like TV and print media, in a unique presidential election year. Read the full report, US Retail Industry Ad Spending 2024.

So now you have a situation where content is being produced by players in a lot of different industries, from tech to traditional TV media and then the likes of the Roku's of the world. The business model for writers or the payout for writers is not nearly as good in digital media right now than it was in previous distribution methods.

"Specifically those who are choosing the ad-supported tier, the cheaper option, don't seem to be watching as much Netflix as the older traditional members.". FAST services emerge as video's growth engine. Free ad-supported streaming TV (FAST) services represent the fastest-growing video format, with platforms like Tubi, Roku Channel, and Samsung TV Plus gaining significant traction.

Subscription OTT (sub OTT) video viewers are individuals of any age who watch video at least once per month via any app or website that provides paid subscription access to streaming video content over the internet and bypasses traditional distribution; examples include Amazon Prime Video, Disney+, Hulu, Netflix, Sling TV, and YouTube Premium.

Because that's a very broad category and that could include everything from TikTok to now Netflix to traditional TV, right down the line. The other thing is when we talk about the share, that means that it's being measured against a base and we don't know what that base is.

Deeper cuts could hit traditional channels like print, radio, and linear TV, which are already under pressure and overexposed to the vulnerable automotive sector. In contrast, digital channels with more measurable outcomes could prove more resilient.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

Compared with other traditional media channels, out-of-home (OOH) is resilient. US OOH ad spend will grow 5.2% this year, per our March 2024 forecast, significantly more than TV, radio, and print, which will mainly see declining figures over the next few years.

Traditional ad spending includes directories, magazines, newspapers, out-of-home, radio, and TV.

TV was actually up four points. Today, newspaper and magazines cost per one thousand's up about two to four points worldwide. That's newspapers and magazines, out-of-home display and radio up five to seven points, and TV is up 20%. That's from WAC, looking at worldwide ad prices.

Our take: For brands struggling to connect with younger demographics through traditional channels, Roblox's immersive experiences represent the next evolution in digital engagement.

But data reveals a country that still values traditional media, as TV holds a 29.4% stake, and radio and newspapers remain in play. The smallest portions go to cinema and Sunday newspaper supplements, which garner minimal shares of 0.3% and 0.1%, respectively. This reflects the shifting focus away from traditional advertising platforms toward more dynamic and interactive digital formats.

TV time spent has declined over the past decade, but not as steeply as other traditional formats like newspapers and magazines. CTV time spent is making gains every year. It accounted for just 21.7% of total TV (linear plus CTV) time spent five years ago. By 2026, it will make up 38.0%.

These changes are creating a need for new skills and reshaping traditional roles. Omnichannel retail media will reach $61.24 billion in US spending this year, up 18.1% from 2024, per our forecast.

Lowe鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe鈥檚 Media Network and plans to launch four new channels this year.

Our annual ad spending forecasts by industry included breakouts for both traditional (e.g., linear TV, radio, print) and digital media. Editor鈥檚 Note: This article pulls insights from our recently published US Healthcare and Pharma Ad Spending 2024 report. 3 takeaways from our healthcare and pharma ad spending forecast:. 1.

Video will overtake TV in ad spending as viewing habits go digital. This will happen for the first time in 2025 in Colombia and Mexico. The same will occur two years later in Brazil, at which time TV outlays will only be greater than video in three of the 10 markets we track: France, Germany, and Peru. Brazil will be a leader in spending on the global stage.