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The industry activist group, led by Krzysztof Franaszek, published a flurry of reports on Google’s ad business in the second half of 2023 with a list of allegations, including improper video ad placements, improper tracking of childrens’ data, and more.

B2B video ads will help drive up display’s growth rate, with YouTube accounting for 15.0% of B2B video ad spending in 2023. LinkedIn also contributes heavily to display; it has captured at least 40% of all B2B display ad spending since 2021. B2B buyers expect a more consumer-like, digital, self-serve experience. Many are remote workers or in the office only a few days a week.

The disparity between subscription and video ad revenues will rise over the next few years, and by 2027 digital video ad revenues worldwide will be more than $240 billion higher than subscription revenues, according to Omdia. Last year, Netflix and Disney+ joined the ad world. Those lower-price tiers are the future for streamers looking to attract more users and boost ad revenues. 5.

Amazon’s entry into the market has forced Netflix and others to lower CPMs below the all-time highs they asked for at the launch of their ad-supported tiers, in a sign that competition is driving down video ad costs. Netflix has experimented with ways to bolster its ad-supported audience but hasn’t struck gold.

Large spenders may already have commitments dedicated to major streaming services, but Amazon can tap into its thousands of existing advertising spenders to generate video ad revenues. Our take: Prime Video is a chance for Amazon to kill two birds with one stone. By offering credits and bearing the cost of ad production, it can introduce existing, smaller advertisers to a new spending channel.

In-feed video ads are being added to video reach campaigns as well. With the video reach campaigns update, advertisers add a vertical video of 60 seconds or less alongside their other assets.

Nielsen had initially planned to incorporate Amazon's own data but rescinded the decision after facing pushback from the Video Advertising Bureau and other stakeholders. Our take: Amazon's achievement with the Thursday Night Football opener shows the increasing importance and potential of streaming platforms in sports broadcasting.

And it introduced CTV and video ads within its ad platform, which will be a good way for it to leverage first-party data in a rapidly growing ad market. The company is enhancing audience targeting through its Microsoft Advertising Editor. It also created an automated bid strategy to help with audience reach.

Roblox's new video ads take aim at the lucrative Gen Z market. Methodology: Data is from an April 2024 CivicScience study as cited in company blog. Surveys of US adults ages 18+ were conducted during April 1-10, 2024, with response counts ranging between 503-1,381. Data is weighted according to the US Census.

YouTube has led the charge in video advertising, testing new ways to keep ad blockers from impacting its content. And publishers can mandate or encourage users white-list their websites and allow ads, though that often involves publishers paying ad blocker companies to allow ads to be seen.

TikTok’s share of US video ad spending will be 6.5% this year, putting it below YouTube’s 8.3% and well below Meta’s 30.1% share. Total US video ad spending will reach $84.14 billion this year, and while TikTok’s share is increasing, the platform has a ways to go if it wants to get to Meta’s level.

I would actually probably say I'm going to do a 23% share to their rising strength in video ads tied to Prime video and the advertising supported tier.

ByteDance’s non-China revenues grow 60%: TikTok’s ad and ecommerce prowess drive revenues despite regulatory headwinds in US and China.

Video ads played on smartphones mainly (tablets account for a small percentage) will make up more than 70% of mobile display. These ads run mostly in mobile social apps like Facebook and Instagram, and video apps like YouTube and TikTok. Search also accounts for a huge chunk of mobile spending.

But growth will be slower than originally forecast, and social’s share of video ad spending overall will decline slightly this year. Short-form video continues to monetize less effectively than older ad formats—but the largest social platforms are still prioritizing it.

Lyft intends to serve display ads and plans to introduce video ads by year’s end. Beyond the app, the company aims to use digital screens for advertisements at its bike-share stations. Lyft will use its vast amount of user data, which includes payment methods, ride histories, and lifestyle segments. This targeting will be based on anonymized and aggregated data to ensure user privacy.

Amazon and IPG Mediabrands strike a three-year video advertising deal. 5 partnerships that caught marketers’ eyes in 2023.

The shifts that will impact 2024’s video ad landscape. Retail media dealmaking (and Prime Video’s introduction of ads) has reshaped our CTV expectations. Methodology: Data is from the October 2023 ViewNexa report "How to Follow the Audience." 1,000 US consumers ages 18+ were surveyed online during August 2023 by Sapio Research.

Prime Video thinks AI can fix UX problems: Complaints about show catalog failures may have spawned its latest AI-powered feature.

Despite consumer demand for diversity and inclusion, minority representation in video ads and major events like the Super Bowl declined last year. What else to look out for: Mortimer called out a number of other things to look for this year.

The shifts that will impact 2024’s video ad landscape.

The survey aimed to gauge consumers' attitudes toward various types of advertisements, including video ads, banner ads, sponsored content, affiliate ads, and targeted ads. It also explored their sentiments about ad privacy and data sharing. Additionally, it identified the respondents' perception of AI-generated content in advertising.

The news: The Joint Industry Committee (JIC), a consortium of TV networks and streaming services working to create digital video advertising standards, has fully certified iSpot for age-gender person-level demographics. This follows the group’s conditional certification of iSpot, Comscore, and VideoAmp last fall. Comscore and VideoAmp were awarded certification in April.

The shifts that will impact 2024’s video ad landscape. A closer look at YouTube’s ad rates. 5 Super Bowl LVIII marketing trends we’re watching, from Taylor Swift to celebrity stunts. What’s the Skinny on vMVPDs? (Insider Intelligence subscription required).

Integrating first-party data into its popular currency is a privilege that Nielsen has historically denied TV networks and even other streaming services, causing groups like the Video Advertising Bureau and CBS to cry foul. Football broadcast and streaming rights are currently split among many providers bound by yearslong deals.