蘑菇AV

On today's episode, we discuss what to make of the mixed signals surrounding the US ad market, how much the space will grow in 2023, what's driving it, and what's holding it back. "In Other News," we talk about whether Universal Pictures鈥� premium video-on-demand success has reshaped the movie distribution model and what we spend our time watching on our TVs. Tune in to the discussion with our analyst Paul Verna.

Our complete estimates for US TV ad spending and US CTV ad spending can be accessed via our website鈥檚 interactive forecast module. Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions. Spending on TV ads overall will resume growing in 2024.

DirecTV enters FAST streaming space: This new service offers free, ad-supported content and genre-specific bundles, aiming to attract cord-cutters and younger audiences.

PayPal Ads offers unique ad targeting via transaction data: Access to PayPal鈥檚 400 million users aims to transform digital advertising for small and medium-sized businesses.

Disney鈥檚 going for efficiency across the board: Ad sales will be largely automated by 2027, while content teams are streamlined behind the scenes.

The news: Thirteen percent of US and global programmatic ad spending went to made-for-advertising (MFA) sites in Q2, according to ad fraud analytics firm Pixalate, up from 10% in Q1.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV. Advertisers underindex in buying CTV. They will spend 65.6% of digital advertising dollars in mobile and 9.5% on CTV this year, while CTV will surpass a quarter of digital time spent. That鈥檚 not for lack of trying, as the frenzy over CTV ads and higher prices for inventory indicate.

In an election that could be decided by just a few thousand votes in key states, these targeted ad efforts could determine the next US president.

Freedom to keep: In the US, companies often keep data only if there鈥檚 a 鈥渂usiness purpose鈥� for it, but that vague wording means companies can set their own definition. AI model training and ad targeting could be used as a purpose to justify holding on to consumer data, an FTC study found.

Most industries leaning into social advertising are targeting younger audiences with offers for products with low price points.

A rough H1 for digital ad spending didn鈥檛 slow retail media down. Retail media鈥檚 near-term fortunes, already fairly rosy, look even more attractive in our forecast. But much of the growth will be powered by two companies: Amazon and Walmart. The giants鈥� combined share of US retail media ad spending will grow through the remainder of our forecast period. An even sharper upward trajectory.

The final word: Events in 2024 such as the Summer Olympic Games in Paris and the US presidential election are driving increased media viewership and social engagement, per Mediaocean. Ad dollars are following鈥攁nd this trend is likely to continue into 2025.

What share of the US digital ad spending pie does Google have? What share of the US digital ad spending pie does Google have? Is it A, 27%? B, 29%? Or C, 32%? 27%, 29%, or 32%? Suzy Davidkhanian:. Is that all digital advertising? Marcus Johnson:. Digital, yeah. All US digital ad spending. Evelyn says A, 27%. Stephanie says C, 32%. And Suzy says A, 27%. So everyone got it wrong. It's B.

In 2023, that interest is spiking, thanks in part to US consumers鈥� continued embrace of the technology: Nearly three in 10 US adults will use a BNPL service in 2023, up from less than 1% five years ago.

Two years ago, the category slumped to a 1.8% growth rate amid a turbulent stretch for the major US telecom companies. But a turnaround began last year, and this year we expect the reinvigorated competition between the likes of Verizon, AT&T, and T-Mobile to push the industry over $20 billion in digital ad spending for the first time.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

On today's episode, we discuss what to make of a seventh consecutive US monthly ad market decline, how ad prices look compared to before the pandemic, and what we expect ad spending in Q2 to look like. "In Other News," we talk about an initiative aimed at reducing barriers to buying ad inventory and sponsorships for women's sports, as well as how many Americans still have cable鈥攁nd for how long. Tune in to the discussion with our analyst Paul Verna.

The news: Google wrapped up its second day of defending itself against US Department of Justice charges on Monday, a case that could reshape the future of big tech. Here are the five arguments we believe Google should make in the antitrust case over its ad tech to boost its chances of a favorable outcome, though these do not necessarily reflect our views. #1: Market Competition and Innovation.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.