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Connected TV (CTV) would be another beneficiary, allowing precise targeting that is not yet subject to the same scrutiny that social media and other digital ad channels are facing. Our take: As the global crackdown on social media and data privacy amps up, platforms are likely to put up significant resistance to changes.

Connected TV (CTV) saw the highest levels of attention in Q3 2024, double the effectiveness of online video and three times as effective as display, according to data from Adelaide. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Digital audio also benefits from accessibility via connected TVs, smart speakers, connected cars, traditional computers, and nearly every other digital device鈥攔ather than being confined to smartphones and tablets, as is largely the case for social media.

Asia-Pacific is the most coveted region worldwide for its digital video streaming growth. And the OTT video segment has been gaining steam as audiences increasingly crave high-quality content. However, players have had to stay innovative as they cope with an array of business challenges that comes along with this diverse region.

Reality: Retail media advertising is moving up the funnel and increasingly off-site, as inventory leveraging retail media data increases in channels like connected TV and out-of-home.

One in 40 US ad spending dollars went to OOH in 2023, but that ratio will be 1 in 50 ad dollars in 2028, mainly due to the very rapid increase in ad spending going to connected TV (CTV) and other digital formats. Advertising for local services and entertainment accounts for almost one-third of all OOH spend.

The traditional landscape of print, TV, radio, and out-of-home (OOH) ads has expanded to include social media, CTV, creator-driven activations, live-streamed events, and so much more.

The beauty brand's connected TV (CTV) strategy yielded impressive results, including 41 million total impressions, a 37% increase in message association, 66,000 website visits through Roku's Brand Showcase, and strong engagement with viewers ages 18 to 29.

But the boom in retail media networks (RMNs) has given retailers more tools to promote their own brands across a range of fast-growing channels, including social media and connected TV (CTV). Retailers are relying on private label brands to strengthen customer loyalty. Strong private label brands help drive store traffic with exclusive products.

As streaming sports offerings increase, sports will increase its share of connected TV ad budgets. AI-powered media buying will take an even bigger share of media sales. Strong returns for both publishers and advertisers guarantee growth.