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Top TV ads drive consumer engagement: Innovative creative and category-specific themes allow new brands to rival established giants in ad effectiveness.

However, compared with traditional media, OOH has held up relatively well. To see the full forecast, click here. The outlook for OOH ad spend is back on track after a few rough years. The amount of money US advertisers will spend on OOH in 2023 is in line with our last forecast released before the pandemic. In early 2020, we projected that US advertisers would spend $9.14 billion on OOH in 2023.

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

Instacart announces slew of partnerships to combat slowing growth: The delivery platform is adding new retail partners and expanding its ad reach.

Whether brands are aligning their product with comfort food, launching fragrances, or prioritizing scent in their retail spaces, marketers are embracing multisensory experiences as another way to stand out in the digital noise.

Super Bowl viewership likely slipped: Taylor and Trump probably weren’t enough to top last year’s 123.7 million viewers.

Medical misinformation ‘infodemic’ on social media: Influencers are promoting misleading information about medical tests. Here’s what healthcare and pharma brands should be doing to combat it.

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

On today’s podcast episode, we discuss the new challenges facing today’s CMO and how GenAI, and now AI agents, are transforming the job. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, our Analyst Jacob Bourne, and the President of Zeta Global Steven Gerber. Listen everywhere and watch on YouTube and Spotify.

Hershey sees LesserEvil as the greater good in healthier snacking: The consumer packaged goods giant is buying the snack brand as part of its push to diversify its offerings.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

Historically, brands used upper-funnel channels like connected TV (CTV) for brand awareness, while relying on lower-funnel tactics such as retail media to drive conversions. But with shoppable CTV ads, brands can do both, leveraging retail media network (RMN) data to target consumers across CTV platforms, connecting the moment of discovery directly to the point of purchase.