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Prime Video needs a hit: Amazon made an aggressive push into the video advertising market early this year when it made ad-supported viewing the default tier for Prime Video. That change gave Prime Video the largest audience for an ad-supported subscription video service in the US, but it will take more than flipping the switch to ensure success.

Despite audience growth, video ad businesses are off to a bumpy start in 2023. Although ad-supported video businesses added to their viewer ranks in 2022 and are on track for further growth, it has not been smooth sailing for some of the industry鈥檚 bellwether companies.

Now the IAB might add a third type of video ad called accompanying instream. You'd have primary instream, their viewer initiated with sound is about five to 10% share of video ads you'd have accompanying instream. Primary instream, then you'd have accompanying instream, autoplay without sound. That's about 40% and outstream absent of any editorial video content that's about 50%.

Amazon wins significant brand attention for Thursday Night Football: A few years into its rights deal, the company persuades advertisers to hop aboard.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

Though retail spending on video ads will grow 19.5% next year, retail鈥檚 share of display dollars spend on video trails the other industries we track, per our forecast. That鈥檚 because search ads are still the bread and butter of retail advertising.

So Place Exchange, which has kind of a programmatic platform for out-of-home founded about one in five digital out-of-home ads are video ads. So-. Marcus (08:35):. Interesting. Yory Wurmser (08:36):. ... we're talking a few hundred million dollars next to $30 billion plus for CTV ads. So the scale is small.

YouTube, which accounts for about a quarter of programmatic CTV ad spending, is being scrutinized in light of allegations from independent analytics firm Adalytics that it misrepresented some of its video ad inventory and collected children鈥檚 data without parental consent. If advertisers pull back on YouTube advertising, programmatic CTV鈥攁nd programmatic video as a whole鈥攃ould suffer.

As the company keeps experimenting with new formats and products for YouTube, advertiser and consumer interest is sure to grow, giving YouTube increased power in measurement negotiations with other key video advertising players.

In pilots, Walmart has seen shoppable video ads do well, particularly on social. 鈥淓ven though we're asking customers to check out in a different browser page or jump to a different app, we're still seeing great performance and reaching customers in the social environment.鈥�.

FreshDirect partnered with So Yummy to create recipe video ads on digital screens in the subway, which also included QR codes to buy the recipe鈥檚 ingredients. Cheetos recently incorporated two real crashed cars in front of a billboard that jokes about the dangers of eating Cheetos while driving. McDonalds launched a scented billboard in the Netherlands.

While Google has disputed Adalytics鈥� findings, several parties are pressing for more information, including agency holding companies, TV network advocacy group Video Advertising Bureau, and Sen. Mike Lee. The issue is still playing out, but because inventory quality influences CPMs, the situation could pressure YouTube to lower its rates or give other concessions, at least temporarily.

Podcasts are about 10 times behind the rest of the US digital display and video ad market in terms of programmatic ad spend share. If podcast publishers want to catch up to the rest of the digital ad industry, they鈥檒l need to provide programmatic ad solutions. Audience data: Podcast ad inventory is largely show specific, rather than audience based, according to the IAB.

This tipping point will happen sooner than we expected in our previous forecast and is largely due to the acceleration of video advertising on the platforms where we break out this format: Meta, Snapchat, and Twitter. While we don鈥檛 specifically break out video on TikTok yet, we assume video represents the bulk of ad spending there. Social Network Ad Spending Growth Will Plummet in 2022.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what鈥檚 in store.

CTV includes digital advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku, and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising. Print includes magazines and newspapers.

Brand displays on shelves, video ads on TV screens, digital screens at checkout, in-store audio, and displays in parking lots are all budding ad channels for grocery ad buyers. It鈥檚 still difficult to attribute in-store purchases to in-store ads. This ad channel won鈥檛 explode until retailers can access closed-loop data on who is seeing what ad and how that informs purchases.

Uber is getting video ads in all its apps, running after customers place orders, within search ads, and during rides, as part of Uber鈥檚 moves to grow its retail media network. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Soon, it will add video ads to its repertoire. But the tech isn鈥檛 as good at providing error-free outputs and sticking to a brand identity, said May. Generative AI allows others to easily create believable copycat ads mimicking recognizable brands, creating a brand safety issue. AI has machine speed and efficiency, but humans can鈥檛 actually check quality at machine scale. 2.

Post-loop ads: 4- to 10-second skippable video ads that play once a Reel has ended. Once the ad finishes playing, the original Reel starts playing again. Image carousel ads: Horizontally scrollable ads that include two to 10 images shown at the bottom of a Reel. Meta has introduced four new ad formats for Instagram:. Ads in Explore home: Ads that appear on the homepage of the personalized Explore tab.

The news: Video advertising marketplace Teads has expanded a global partnership with LG Ad Solutions to provide native video and display ad placements on LG's smart TV platforms in over 10 markets across Europe and Asia-Pacific. The partnership initially launched in several European markets last year.

They want to get close to the show level,鈥� said Ally Appelbaum, senior director of publisher development, self-serve at video ad platform Nexxen. But show-level transparency is likely not going to happen in the CTV world, especially as advertisers are still willing to buy inventory without it.

鈥淚f we bring video advertising鈥攚hich typically tends to be more upper funnel鈥攊nto a shopping environment and allow brands to tell their story, we [can] create a meaningful, inspirational moment of connection,鈥� said Zimmermann. For Albertsons, video can be used as both an in-store and online tool to help customers find inspiration or discover new products.

This is Walmart Connect鈥檚 first on-site video advertising solution, which the retailer hopes will help guide customers through the process of finding products from brands they know and trust or discovering a new product.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, and lead generation (referrals).