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On balance, this should increase video ad inventory, although it may also reduce inventory elsewhere. Healthy growth in subscription revenues will slow. Subscriptions in nongaming will continue to grow, but a couple of factors will keep growth in the single digits.

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

Among major streaming services, Netflix鈥檚 time spent share exceeds ad revenues the most, indicating it has the most room to expand.

Sellers are being encouraged to shift ad budgets into upper-funnel ads, including on-site display and video ads and off-site display and video ads accessed via Amazon DSP. The retailer is now turning attention to ad-supported streaming TV opportunities with Prime Video, Freevee, and NFL Thursday Night Football鈥攁nd it will debut the first-ever Black Friday NFL Football game this year.

Video advertising is on the fast track to the $100 billion mark. Social video (mainly via TikTok) and CTV will be among the rare highlights for the ad industry in 2023, boosting video鈥檚 share of the overall digital ad pie to 31.9% and increasing its dominance of the display format to 57.1%. YouTube鈥檚 growth will also outpace its parent Google on the back of this same trend.

More than four in 10 B2B marketers in North America and Europe plan to increase social media content (46%) and video (41%) distribution this year, according to April 2024 data by 10Fold and Sapio Research.

However, Netflix still has the potential to become one of the world鈥檚 largest video ad businesses. During its virtual upfront in May, the company reported that it had about 5 million global subscribers on its ad plan. Amazon: Although Prime Video is ad-free, Amazon has been making an advertising push.

Programmatic is on track to capture a growing share of ad dollars as advertisers embrace the flexibility and control that comes with automation.

Continue to prioritize video ads in social media, particularly when targeting Gen Z. But watch the development of text-based apps like Threads and Bluesky closely鈥攖hey are more than just Twitter alternatives.

A July 2022 study from the Path to Purchase Institute found that US shoppers were most likely to frequently notice brand displays on shelves (43%), followed by video ads on TV screens (37%). Digitized cooler doors and TV walls in retailers like Best Buy and Walmart offer perhaps the most impactful examples of these surfaces. In-store retail media provides high-quality branding experiences.

Video advertising, same thing, really never was a very strong fit with Twitter. So there are a lot of things that I think Meta has done better over the years that it will be able to capitalize on. I think the interesting thing for me though is that this is a text-based app, and Meta has spent so much time over the past couple of years focusing on video and video advertising and to a strong effect.

Netflix鈥檚 advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Paris Olympics drives record viewership: NBCU sees 82% increase, highlighting value for advertisers in live sports events.

In part two of this two-part podcast episode on the Google antitrust ruling, we discuss what this decision will actually mean for Google and which competitor is likely to benefit the most from whatever penalties get handed out. Tune in to the discussion with host Marcus Johnson, analyst Max Willens and vice president of content Paul Verna.

That means experimenting with upper-funnel formats like display and video ads and leveraging tools like Amazon Marketing Cloud to optimize marketing strategies. Prime Day also bolsters Amazon鈥檚 media assets like Prime Video, Twitch, Amazon Music, and Alexa.

So basically, if you're a social advertiser buying, say, video ads or other types of advertising on the platform and you want to ad search, you have to do that together. You can't kind of do it separately. So that makes the measurement a bit more challenging. Last thing I would say is to look beyond the TikTok hype.

In addition to new ad-supported tiers in Netflix, free ad-supported TV options like PlutoTV and CBC Gem have created an expansion of video ad inventory. Brands now have better options than ever before for targeting viewers holistically across linear TV and AVOD. The audio opportunity is developing along the same trajectory as video.

Our latest forecasts for TV and CTV ad spending, as well as those for time spent with each medium, point to CTV鈥檚 inevitable eclipse of its linear counterpart.

In part one of this two-part podcast episode on the Google antitrust ruling, we discuss the reasons US district Judge Amit Mehta decided that Google鈥檚 search business constitutes an illegal monopoly and what penalties he is likely to dish out at a hearing in September. Tune in to the discussion with host Marcus Johnson, analyst Max Willens and vice president of content Paul Verna.

Social networks are ramping up ad loads to rally their stock prices and as they continue to wrestle with AppTrackingTransparency.

All eyes have been on streaming at this year鈥檚 upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.

Provide social media advertisements with eye-catching images and video ads that evoke specific emotions. These ads can have more detailed, engaging storylines than traditional ad creation methods and can build a faster connection between the brand and the future buyer. Offer hyper-personalized content with specific language, terms, and phrases that resonate with potential customers.