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Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

Nielsen earns a big measurement accreditation: Its Big Data + Panel product will help it remain on top in 2025 Upfronts.

Attitudes have shifted as ads have become more common on platforms like Amazon Prime Video and Netflix. 74.8% of US OTT video service users will watch ad-supported video-on-demand (AVOD) in 2025, per our October 2024 forecast. That’s up from 47.3% in 2020.

The Trade Desk and publishers push for a more efficient open internet: Media leaders see programmatic as a way to unlock ad opportunities while reducing reliance on walled gardens and improving supply chain transparency.

Sports drives growth for Disney and Fubo: Both saw success in recent months, largely attributed to their merger and emphasis on sports content.

CTV's rapid growth brings brand risks: Rigorous vetting and monitoring are essential to maintain trust in the new advertising landscape.

On today's podcast episode, we discuss how much time folks are spending with TVs and CTVs, how many ad dollars are going to both, and which of the streaming platforms will make the most from ads going forward. Tune in to the discussion with our analyst Ross Benes.

The UK ad market is under as much pressure as it’s ever faced. But while spending growth will hit a historical low, there are some positive signs for advertisers with experimentation away from the duopoly a very real possibility.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry’s development beyond sales-driven social posts into long-term brand partnerships.

Ad-supported video-on-demand (AVOD) services will gain more than triple the US viewers that subscription OTT video will this year, per our forecast. AVOD will add 13.3 million viewers, including 4.3 million from free premium platforms, for a total of 157.1 million. Meanwhile, subscription OTT services will gain 4.3 million viewers to reach 222.2 million.

Smart TVs are used by 61.9% of US connected TV (CTV) households, making them the top CTV device by far, per Comscore CTV Intelligence. In second and third place are Amazon Fire TV (29.1%) and Roku (28.4%), respectively.

As consumers increasingly cut the cord, connected TV (CTV) has emerged as a key platform for advertisers, with US brands expected to spend over $28 billion on CTV in 2024, according to Ä¢¹½AV. CTV’s performance-driven features, like precision audience targeting and detailed reporting, are transforming TV advertising and making it accessible for businesses of all sizes.

43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they’re maximizing ad value by thinking of CTV differently, experts suggested at last week’s Advertising Week New York.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.

Our Industry KPI data highlights an opportunity for CTV ads: Scrollable ads outperform other CTV formats due to their accessible, uncomplicated nature.