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We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year鈥攊n other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

The shift to performance marketing and the decline of traditional marketing channels. Where marketers should prioritize their efforts in 2023. Watch the on-demand webinar here.

It was about an 18-month-long relationship, which I know seems very non-traditional. It was a leap for them, so good on them. And the thing with pets these days, you put a pet with anything, and it's a cheat code. If you know how to market, then you can make it really work. We're content creators. We have a business. I'm traveling all over the world to do these events.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

鈥淟earn more鈥� links in digital ads guide users directly to company websites or informative videos鈥攁 much more intuitive and convenient process than navigating to an online resource after seeing a TV commercial. Digital channels also provide the opportunity for more targeted advertising compared with traditional media.

Instead, it鈥檚 YouTube TV that鈥檚 driving growth. Despite YouTube鈥檚 efforts to promote Shorts, more than 40% of daily time spent with YouTube occurs on connected TVs and other connected devices, and we expect that share to increase. Additionally, while YouTube pre-roll and mid-roll advertising is a frequent buy for traditional video advertisers, Shorts aren鈥檛 a must-buy for social video advertisers.

Should Roku score a deal with MLB, it would represent a strategic pivot in response to the evolving media landscape that has streaming platforms increasingly going head-to-head with traditional broadcasters.

We did TV there. We did radio there. We did online there." I know this is all very traditional measurement. I'm not saying anything that a good marketer can't do. But by doing that, we were able to answer the various impact of these different channels and how much money we should put into each one, how much weight we should put in each one. (11:51):.

Retailers and brands taking a more traditional approach with coupons or rewards can attract members by making it easy to redeem rewards. A multiprong approach is required. To boost mobile downloads, retailers and brands should focus on making loyalty apps more engaging with features such as gamification, personalization, scan-and-shop, and push notifications and promotions.

Yes, but: Despite such a long streak of ad market growth, industry optimism is low due to multiple existential crises: tightening budgets, the decline of ad-tracking capabilities, AI displacing jobs, and the rise of generative AI and social media search threatening traditional search engines like Google.

Partnering with Spotter strengthens Amazon鈥檚 foothold in the creator space, providing opportunities for traditional ad placements and influencer-driven campaigns. With its tech assets and interactive ad options, Amazon is evolving into a fully integrated media powerhouse.

A recent ad for Kellogg's promotes cereal as an alternative to a more traditional dinner of chicken, suggesting that consumers should 鈥済ive chicken the night off.鈥�. CEO Gary Pilnick doubled down in an interview with CNBC, saying, 鈥淭he cereal category has always been quite affordable, and it tends to be a great destination when consumers are under pressure.

Traditional search will be threatened by retail, social, and genAI. Almost all search ad spend growth is coming from retail media, per our forecast. 鈥淭谤补诲颈迟颈辞苍补濒 search is slowing to a crawl,鈥� said Mitchell-Wolf. Indeed, Amazon is the most popular platform for starting shopping online in the US, beating out traditional search engines, according to Jungle Scout data.

Digital followed traditional much closer in the UK than in most other countries, but it was still the minority share. It became the majority share in 2016, and the rate at which traditional channels continued to pivot to digital meant spending closely followed. This year, more than 8 in 10 ad dollars will be transacted digitally. Click here to view the full forecast for UK digital ad spending.

Zoom out: Additionally, TikTok has monetized its search results with sponsored content and initiated a partnership with IMDb, enabling creators to link to movies and TV shows.

Increasingly, the concept of commerce media鈥攁dvertising that appears on websites or apps owned and operated by companies primarily engaged in selling products or services鈥攊s expanding beyond traditional retail. It鈥檚 still incredibly nascent in the region, but global companies are helping push this advertising channel. Financial media networks are an emerging frontier, and local players are prominent.

To stand out in a crowded commerce market, Lyft Media is thinking about partnerships and measurement differently. While its current partnerships help Lyft Media navigate 鈥渢谤补诲颈迟颈辞苍补濒 ecosystem of measurement,鈥� the network is also thinking about what the next phase of measurement will be, said Shane Dwyer, head of sales at Lyft Media and Lyft Business.

The allure of a vast audience and competitive pricing initially piqued interest, but Amazon's belated venture into the ad-supported streaming market and untimely debut far from the traditional upfront buying season have tempered advertiser enthusiasm. Despite this, Amazon reports positive feedback from some agencies.

With $9.15 billion in US ad spending going to OOH advertising this year (up 7% from last year) and an increasing portion of that spending going to digital (31.4% this year, rising to 40.4% by 2027), per our forecast, advertisers should be innovating on this somewhat traditional format. Here are three unique OOH ad activations.

This was the top channel for luxury purchases, followed by department store websites and apps and three luxury brand-owned channels (digital storefronts, outlets, and traditional boutiques). Discounts and convenience were the top reasons luxury consumers chose to buy online.

They've been playing around with directly shoppable TV and video content. And then there is just the traditional, the appeal to like, hey, here's products that you can shop at Amazon and just driving traffic to their website. So I think there's a few different ways that this could be looked at as a success.

Many industries have diverted funds away from traditional advertising channels and toward direct-to-consumer marketing, where they can avoid dealing with ad exchanges and attempt to maintain loyalty through a potential consumer spending downturn. 42% of survey respondents said they would be spending more on digital advertising next year鈥�50% are planning to cut 鈥渙ffline鈥� ad spending.

Next year out-of-home advertising will be the only traditional media channel still growing, notching up 4% compared to the declines across radio, print, and TV that we're expecting. That said, it's the digital part of out-of-home that is driving it. Traditionals out-of-home share, two-thirds of a total will fall by a point. Digital will be going up.

So I'm cooking up a trend around social media starting to squeeze traditional search budgets as shopping continues to get more social. So we already know that more consumers are starting their product searches on social media.

A global vision: The NBA deal signals an industry shift toward collaborative broadcasting agreements that maximize audience reach across traditional and digital platforms. WBD aims to create a globally competitive streaming service by effectively balancing Western franchises with region-specific content.