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鈥淔ragmentation creates a headache in determining meaningful performance. That puts a lot of weight in the trust of the attribution models across all of your CTV ad buys,鈥� Erik Gray, director of product analytics at MNTN, said at our recent 蘑菇AV Summit. But with a growing market, with more streaming channels and viewers, comes more opportunity to reach the right audience. Here are three ways to boost the success of your CTV ad campaigns amid fragmentation.

On today's episode, we discuss how recent YouTube TV price hikes will affect subscriptions, whether streaming TV actually costs less than cable, and if a sports streaming hub is a viable product. "In Other News," we talk about what Roblox's new ad rules will do to the metaverse and why Walmart+, Walmart's membership program, is resonating with high-income shoppers. Tune in to the discussion with our analyst Daniel Konstantinovic.

What does the narrowing range of streaming service CPMs mean for advertisers? 3 burning CTV questions answered by our analyst.

The news: Connected TV (CTV) ad spending on YouTube surged far ahead of streaming competitors last quarter, according to analysis from Tinuiti. Among Tinuiti鈥檚 clients, YouTube CTV spending jumped 31% while streaming services like Max and Netflix had growth of just 6%.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 video trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss why Amazon will begin its ascension to become the second-most important company in streaming advertising, how more creators and brands will embrace AI to create videos, and what to expect from streaming platform consolidation. Tune in to the discussion with our director of Briefings Jeremy Goldman and analysts Ross Benes and Daniel Konstantinovic.

Amazon and Disney could team up on ESPN: Thursday Night Football could make Amazon a desirable partner for ESPN鈥檚 uncertain streaming future.

The presentation underscored Amazon鈥檚 efforts to offer a comprehensive streaming service. Hopkins highlighted Prime Video鈥檚 extensive library, which includes third-party services like Max and Crunchyroll, alongside Amazon鈥檚 own content.

The security cameras have a Smart Video Search feature, now in public beta testing, as part of its $19.99 per month subscription service. Smart Video Search can ostensibly speed up searches through hours of footage, a key differentiating feature for Ring鈥檚 24/7 video-recording service. It鈥檚 the latest move in a wave of companies infusing AI into smart home and IoT products and services.

Cord-cutting hit a historic landmark, and viewership migrated over to streaming services, making the industrywide issues of signal loss and decreased spending especially painful. TV advertising has entered its sunset era.

Video wars: While not technically a streaming service, TikTok is in contention for serious ad dollars due to being a more immediate form of performance advertising. TikTok will continue to pull share away from Meta and other social platforms, said Lipsman.

For example, beyond access to exclusive sales, Amazon Prime offers a broad swath of perks, including fast, free shipping; a free Grubhub+ membership; Prime Video streaming service; Prime Music streaming service; and photo storage. Those perks have convinced 97.2 million US households to subscribe to Prime, per our forecast.

The company鈥檚 stock soared Tuesday as other companies like social media and streaming services struggle to keep ad revenues in check. How to look at Spotify: If your knowledge of Spotify was based on headlines alone, you鈥檇 assume the company鈥檚 primary business is podcasting. But despite its long-term podcasting ambitions, Spotify is still a music app first. Spotify is the leader in audio streaming.

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.

Decoding Amazon's pitch deck: From Preferred Deals to Premium Sponsorships, Prime Video aims to set new standards in ad-supported streaming.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

The Walt Disney Co.鈥檚 recent moves, including the full acquisition of Hulu and adjustments in its content investment strategies, underscore a pivotal phase for the growth of the entertainment giant鈥檚 streaming business.

Paramount鈥檚 restructuring and layoffs bely their challenged market position: Pluto TV and Paramount+ are attractive streaming assets, but may not be enough to help them increase market share.

As consumers flock to streaming platforms, advertisers are following suit, viewing CTV as an ideal space to reach an engaged, targetable audience. This transition toward CTV points to a broader shift in consumer behavior, as traditional TV consumption patterns are disrupted by the rise of on-demand content and streaming services. Why it's growing: CTV ad growth can be attributed to a few factors:.

The platform remains the most expensive of the major ad-supported streaming services; even after coming down from its initial demand for $65 CPMs (cost per thousand impressions) and dropping to $55, it鈥檚 higher than the $50 Disney+ is asking for. Our take: Netflix allowing advertisers to request their money back is a novel approach to its inability to hit guarantees coming out of the gate.

Central and Eastern Europe has the lowest penetration for on-demand/streaming service. At 87.0%, the region is roughly 10 percentage points behind the leading region (Latin America). The disparity may lie in a combination of sluggish adoption rates of Smart TV and TV streaming stick/device and a lack of streaming platform or content availability in major markets. Music/audio is slow to catch on.