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The fall TV schedule is in disarray. After years of increases, content production has slowed down. The number of TV series produced declined in both 2023 and 2024, per Luminate.

Budgets for linear TV and traditional search engines will shrink as a result. Offsite targeting solutions will become a vital part of retailers鈥� ad offerings this year, as the need to find newer pockets of value intensifies.

On today's podcast episode, we discuss what was behind the impressive first half of the year growth in out-of-home (OOH) advertising, how the medium is different from before the pandemic, the benefits of OOH TV, and what we can expect from the next few years. Tune in to the discussion with host Marcus Johnson and analyst Yory Wurmser.

鈥淭谤补诲颈迟颈辞苍补濒 15- and 30-second ad spots have long been staples in TV advertising, but CTV has made it possible to expand standard TV ad formats to command more attention and engagement,鈥� Fubo senior vice president of global ad sales Dina Roman said in a statement.

While the TikTok-to-CTV trajectory will be longer, TikTok is reportedly considering adding TV-like dramas to the platform. That鈥檚 shifting more 鈥淭痴鈥� viewing to social platforms. YouTube's CTV audience is now second only to Netflix鈥檚 total audience in the US, per our estimates. To stave off competition, streamers like Netflix and Amazon are incorporating more creator content into their libraries.

Pure-play digital advertising鈥� (including search, retail media, and social) will rise 12.4% in 2024 and 10% in 2025, outpacing traditional channels. Market dynamics:. The US, China, and UK are expected to remain the largest markets for ad revenue growth in 2025. US political advertising reached $15.1 billion in 2024, up 30% from 2020.

Budgets for linear TV and traditional search engines will shrink as a result. Offsite targeting solutions will become a vital part of retailers鈥� ad offerings this year, as the need to find newer pockets of value intensifies.

So Influential has done a lot of work in digital out of home with creators, for example, but like the Dunkin ad shows, we're also seeing creators now show up in all sorts of different media channels including traditional ones like TV. Sara Lebow:. Yeah, that makes sense.

Traditional search, social media, short-form video, and connected TV (CTV) will all continue to jockey for marketer attention in the US, limiting to some degree how big retail media can get. Whereas in China, only short-form video platforms and Tencent are truly competitive with the likes of Alibaba and co. Still, business is booming.

Digital commerce platforms and traditional POS service providers are becoming more alike. Digital commerce platforms have typically served as the foundations for ecommerce sites and owned digital channels.

Both features are designed to give advertisers more options on CTV and to bring the experience closer to traditional TV鈥檚 lean-back approach. In 2023, YouTube will surpass Netflix in viewing time among US adults. CTV is driving this growth, now accounting for 44.1% of total time on YouTube, up from 25.1% in 2019, per our forecast. To view the full YouTube US CTV ad revenues forecast, click here.

Still, TV is a mainstay for many brands. Linear TV advertising remains a large chunk of advertiser budgets. But viewing habits are increasingly blended as the household鈥檚 big screen draws from traditional and digital sources. Linear TV will account for 14.6% of total media spending in 2023. That鈥檚 down from about 20% of total expenditures five years ago.

At 21.6% of its total outlay, travel companies鈥� share of spending on TV, radio, out-of-home, and print ads almost mirrors the 22.3% national average. Although travel has not abandoned traditional media as much as some other industries, it is still a very small factor for traditional ad publishers, and its spending will fall going forward.

His listeners tend to hold traditional views on gender dynamics and workplace issues. Rogan, who leads Spotify鈥檚 podcast rankings for the fourth-straight year, isn鈥檛 alone for winning by leaning into candid conversations about contentious topics.

The Times is using its 11.5 million subscribers and 150 million registered users to build ad products that perform up to 3-to-4 times better than traditional campaigns. BrandMatch, the publisher鈥檚 AI-driven audience-targeting tool, translates brand briefs into precise audience segments, delivering up to 4 times better campaign performance.

First of all, Aashish, we wanted to start the conversation by looking back over the last 10 or so years, media habits and how they've changed, TV being a very dominant form of media in terms of consumer attention and ad dollars as well. (06:04):. I went back and looked at some of our numbers to set the table. In terms of attention, TV, 2014, 94% of Americans watched traditional television.

Despite their push into AI, their latest Netflix film, 鈥淭he Electric State,鈥� was largely made using traditional methods apart from AI voice modulation. Why it matters: AI in entertainment is a growing concern.

However, I was looking at Nielsen's Gauge, which counts where folks spend their time watching TV and Netflix's share of the pie, whilst an impressive 8% of all TV time, all of it streaming, traditional cable, satellite, all of it, 8% of all of that is spent watching Netflix on a TV. That has been stuck for the past year. It's been at 8% for the last 12 months.

While our forecast found that OOH only saw a small uptick this year (4.8%), it is largely dodging the decline of its traditional media peers like TV and radio. This year, marketers got smarter at building 360-degree campaigns that tethered OOH ads to their social media strategy.

This could be a result of respondents lumping traditional shopper marketer investments (e.g., static aisle displays) into overall retail spend. Retail media platforms are selling a growing number of features and integration partnerships. Canada鈥檚 RMNs are owned by the largest mass merchants operating in the country, including Amazon and Walmart as well as domestic giants Loblaw and Canadian Tire.

On today's podcast episode, we discuss why social media platforms are less equipped to stop toxic content, the main ways AI will heighten brand safety concerns, and steps marketers can take to mitigate risk. "In Other News," we talk about whether brands repurposing vertical video ads for TVs can work and what Hulu adding its content to Disney+ means for the streaming universe. Tune in to the discussion with our vice president of content Paul Verna.

Gen Z represents the primary source of digital buyer growth, followed by millennials鈥攁nd because these audiences often trust influencers over traditional ads, Lowe鈥檚 is tapping into a powerful channel for driving deeper engagement and long-term loyalty.

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

FreeWheel debuts contextual marketplace: New tech enables privacy-friendly, precise ad targeting for streaming TV by analyzing video content in real time.

As Americans prepare for their traditional Thanksgiving football festivities, advertisers are making history with unprecedented investments in holiday sports programming. The stakes are particularly high given football's overwhelming media dominance; last year, NFL games accounted for 93 of the top 100 most-viewed US broadcasts, making them the most valuable advertising inventory in the country.