蘑菇AV

YouTube鈥檚 ad business has posted losses for the past three quarters鈥攁n unprecedented slide following years of double-digit gains. This underperformance has forced the video giant to sharpen its focus in the two areas where it has the best shot at attracting ad spending and restoring growth: connected TV (CTV) and short-form video.

CTV ad completion rates hovered at 98% in the second half of 2021 into the first half of 2022, per our video completion rate data. Meanwhile, mobile app completion rates dropped from a high of 64% in Q2 2020 to 58% in Q2 2022.

And then in terms of finding a creator, I work with a lot of brands on this and it can often be a little bit easier than it sounds in that just spend time on these platforms and search for the #credit cards and watch the videos under credit cards and watch these different areas that you're interested in and see which creator you're finding and resonating with because if you use, let's say an agency and

As of September 2024, linear TV accounted for less than half of US viewers鈥� total time spent watching TV, according to Nielsen data. This significant drop off has forced advertisers to follow their consumers to streaming TV. This is having a big impact on CTV鈥檚 viability as an ad channel.

Short-form video is the hot topic of 2023 Newfronts: TikTok, Meta, and YouTube are all presenting as the dominant short-form app faces existential threats.

Quan uses audience insights tools and anonymous mobile data to build a heatmap of where potential consumers spend time and then buys multiple formats within that area. 鈥淭here's hundreds of different formats, and to truly see success in out-of-home you should have a holistic media plan,鈥� said Rappaport.

TikTok Shop rollout spurs concern about platform engagement: Our survey shows many users have actually boosted their usage since shopping debut, but time spent is slowing overall.

Social ad spend growth is notable, considering the time-spent and user-growth challenges that social platforms face. We expect that time spent on social networks among US users will dip to an average of 1 hour and 51 minutes (1:51) per day this year, marking a 1.1% YoY decrease.

TikTok鈥檚 plateauing time spent and complaints about ads echo Instagram鈥檚 2022 woes, when power users like Kylie Jenner criticized the app for prioritizing ads and Instagram Reels. Just as the strong backlash prompted Instagram head Adam Mosseri to slow down its video rollout, TikTok might also lighten up on Shop to appease users.

TV accounts for 54.8% of US Black consumers鈥� weekly time spent with media.

Roblox recently announced a partnership with Pubmatic to expand its programmatic ad inventory, allowing advertisers to purchase space on in-game video billboards. However, programmatic advertising already has its own quality control issues that, compounded with Roblox鈥檚 moderation failures, are unlikely to instill confidence.

From the platforms they spend time on to the business they drive, creators carry a great deal of consumer trust鈥攏early 50% of US social shoppers have been influenced to buy something by a creator, according to a March 2024 蘑菇AV survey鈥攎aking their endorsements especially relevant.

Consequently, downloads are in decline, even as time spent on mobile shopping apps is still rising. Physical loyalty cards are still popular. Globally, digital loyalty cards are the second-most-popular channel for interacting with loyalty cards. But in the UK, physical loyalty cards are still more popular than their digital counterparts, per Antavo.

But Disney鈥檚 lead is threatened by the growth of YouTube, which dominates time spent among young users. Viewership of The Disney Channel, the company鈥檚 child- and teen-centric network, has plummeted over the past decade. Instead, children ages 2 to 11 watched three times more content on YouTube than they did on traditional TV and Disney+.

Those sorts of uses are a perfect fit for Instagram, which already has a host of photo and video editing features. Chatbots also fill a similar function; that鈥檚 why Snapchat and Discord have both created chatbots that can be toyed with in group chats.

Some 250.5 million US consumers will use an OTT video service (i.e., any app or website that provides streaming video content over the internet) this year, representing 73.3% of the population, per our September 2023 forecast. YouTube is the top OTT provider, with 241.8 million viewers this year.

On today's podcast episode, we discuss how the time we spend with media is changing鈥攁 double milestone for digital and mobile, when time spent watching CTV will catch up with linear TV, and why social media time will fall for the first time ever. Tune in to the discussion with host Marcus Johnson, director of forecasting Oscar Orozco, and forecasting writer Ethan Cramer-Flood.

Video now accounts for over half of all social network ad revenues. Previously, we didn鈥檛 expect video to hit the 50% milestone until after 2024. With advertisers preserving more of their social video budgets during the downturn, this trend was accelerated. Meta still commands the largest share of the market, but its dominance is waning. The landscape is changing as:.

Customized social media feeds are increasingly important to users, and getting the UX to feel more personalized could boost time spent on the app. The algorithm change could help Meta fine-tune ad recommendations and give advertisers up-to-date information on audience targeting at a time when publishers鈥� ad spending is declining on Instagram.

The crossovers: Platforms that previously had no stake in gaming are developing titles to boost user engagement. YouTube, Netflix, Sling TV, and LinkedIn added games this year in a bid to increase revenue per user and make their platforms more sticky. Developing and licensing games isn鈥檛 cheap, though, and some companies learned that big-budget titles are better left to devoted game publishers.

Around a fifth of Gen Alpha owns a VR headset, and 鈥渋f they own a VR headset, that is the device they will spend the most time on,鈥� she said. And Gen Alpha will be the first AI-native demographic.

Videos of women eating sushi boats in delivery rooms, opening jewelry boxes, or standing next to new cars are setting an expectation for partners to reward mothers for giving birth. What does this mean for marketers? Mothers are each other鈥檚 biggest influencers.

User engagement shows unique patterns, as 43% of Snapchatters don't use TikTok daily, per October 2023 research from Snap. Why it matters: Snapchat's positioning emphasizes creator support and positive engagement. The platform is working to upgrade its opportunities for creators:. A new unified monetization program combines Spotlight and Stories revenues.

At least some of that budget is coming from traditional channels, such as TV, which is being redirected both to sponsored content as well as ads on creator videos. In fact, in 2025, we expect social video ad spending in the US to surpass linear TV ad spending, indicating that advertisers are catching up to consumers in terms of where they are spending their time.