蘑菇AV

The majority (65%) of US consumers say that two or three ad breaks per 1 hour of free ad-supported streaming TV (FAST) are acceptable, according to a ViewNexa survey.

US adults spend nearly 3 hours a day watching linear TV and nearly two hours watching connected TV, according to our forecast. Viewers are moving to CTV, and so are advertisers. Learn how to cash in on this seismic shift during our free webinar on July 12. Sign up here.

This year, time spent with digital video will officially surpass time spent with TV among US adults. Video advertising is also moving toward digital as advertisers set their sights on connected TV and social video, and even take advantage of retail media networks鈥� video opportunity. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising.

Retail media has matured greatly since our 5 retail media networks (RMNs) worth watching. That evolution has come from growth in spend (we forecast US omnichannel retail media ad spend growth at 26.0% this year, with larger increases in off-site and connected TV), in-store innovations, and new entrants from other non-retailers.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.

In part one of this two-part podcast episode, we discuss some predictions for 2024 that are too specific to be 100% certain about but could still come true, including: which subscription video-on-demand (SVOD) platform Apple will likely buy, where metaverse playgrounds will spring up, and what the ruling between Google and the US Department of Justice will be. Tune in to the discussion with our vice presidents of content Suzy Davidkhanian and Paul Verna and analyst Max Willens.

In July and August, the US ad market saw its first consecutive two months of growth in over a year, according to Standard Media鈥檚 US Ad Market Tracker. Platforms are focused on keeping that momentum alive with several updates. Multiple platforms are boasting improved AI targeting and enhanced connected TV ad solutions. Here is everything new in September.

Our take: The upcoming US presidential election, along with recent legal developments, makes the outcome of the click-to-cancel rule uncertain. The US Supreme Court recently overturned Chevron Deference, significantly weakening regulatory agencies like the FTC.

Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. That number will more than double by 2028, reaching $172 billion. Some 22% of US digital media experts consider digital video to be one of the media types most vulnerable to fraud, per a study from Integral Ad Science and YouGov. But connected TV (CTV) has an advantage over other digital ad publishers.

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.

The results seemed counterintuitive, given consumers鈥� affinity for converting their leftover pesos into US dollars as quickly as possible. Argentina鈥檚 national statistics agency (INDEC) estimates that citizens held 11.3% of all dollar-denominated cash in circulation worldwide as of Q2 2023鈥攖he highest of any other country outside the US. Predictions. Regional integration will be highly unlikely.

Even premium TV brands like LG are now showing ads on screensavers, joining other video platforms in monetizing this idle screen real estate. But will these ads actually move the needle for advertisers?

Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. 鈥淭ry it more. Use it not just for that one stunt,鈥� said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

Nearly half of US adults who have made a purchase via shoppable commerce have done so on social media, according to our February 2024 survey conducted by Bizrate Insights. But budding partnerships between brands and streamers may shift more commerce toward connected TV (CTV) platforms, especially around live events. For example, Paramount piloted a shoppable experience during the CMT Music Awards, NBCUniversal launched a new shoppable ad format ahead of this Summer鈥檚 Olympics, and Amazon added shoppable ads to its Amazon Prime platform.

The election brings more ad spending to Spanish-language media: TelevisaUnivision garnered record US political ad revenues as candidates fight for Hispanic voters.

We forecast that Meta will bring in $568.7 million in US political ad revenues this year, up 86% from 2020. Google鈥檚 gains are even more dramatic: While it will generate slightly fewer political ad revenues than Meta at $553.2 million, that represents a 215% increase from 2020. Languishing media channels are also getting their share.

蘑菇AV 1 in 6 US adults are Gen Zers. With the youngest of the cohort turning 12 in 2024, Gen Zers are growing up. Adult Gen Zers now constitute 17% of the US adult population. As the older members of this generation age further into adulthood and the workforce, their purchase habits will help shape larger consumer trends. Pay TV鈥檚 decline continues.

The US market may be reaching saturation, which will put pressure on international growth to maintain momentum. How we got here: Netflix鈥檚 Q3 performance highlights the company's shift toward diversifying revenue streams. Netflix's ad-supported tier now accounts for half of new memberships in available markets.

In 2023, YouTube will surpass Netflix in viewing time among US adults. CTV is driving this growth, now accounting for 44.1% of total time on YouTube, up from 25.1% in 2019, per our forecast. To view the full YouTube US CTV ad revenues forecast, click here. Our take: YouTube鈥檚 pivot to CTV represents a paradigm shift for a company whose DNA is in short, user-generated clips.

TV is transforming into a retail platform: Shoppable media drives real-time purchasing, with US consumers spending $290 annually on TV-inspired products.