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And as risks rise, brands could pivot from scale-focused programmatic buys to curated environments and premium inventory where content is more tightly controlled. As AI makes moderation and vetting exponentially harder, advertisers will demand transparency and safeguards from platforms鈥攁nd ensure they understand moderation processes鈥攂efore risking brand exposure through ad spend.

Ad strategy is vital for podcasts, where listeners don鈥檛 necessarily click ads but commercials can still leave an impression. Here鈥檚 what marketers need to know when they think about podcasting and digital audio at large.

鈥淚t's less siloed than it used to be, in part because it's becoming more programmatic and data-driven.鈥�. Here are three factors fueling OOH advertising, now worth $9.19 billion in the US. 1. OOH鈥檚 digital impact is expanding. 鈥淭he bulk of [OOH鈥檚] growth is coming from digital channels and expansion,鈥� Wurmser said.

While Spotify is something of an audio-everything app, it has its sights set on video. The platform is introducing more video capabilities and TikTok-like feeds as podcast video viewership continues to grow. Spotify is battling it out with YouTube for podcast video dominance.

Deepfakes will increase programmatic, impersonation, and reputational risks for banks. These AI-generated false images, videos, and audio increase banks鈥� risk of inadvertently running ads alongside egregious content. They also introduce the risk of convincing fake stories about the bank being posted by malicious actors. Deepfakes are spreading like wildfire on social media.

Though programmatic nonvideo digital display ad spend will continue to grow through 2026 when it will hit $70.99 billion, its share of total programmatic digital display ad spend is declining, according to our forecast.

鈥淏rands that invested more in awareness-driven tactics alongside their performance media, such as programmatic OOH, saw better performance in lower-funnel conversion tactics across all other digital channels.鈥�. As a company with a wide range of media products, TelevisaUnivision is well-versed in repurposing content and expanding partnerships.

More Chart of the Day:. 8/23 - Programmatic OOH watch. 8/22 - Gen Z鈥檚 social motivators. 8/21 - Buying into Klarna. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups.

Consoles may soon offer programmatic ads. Brands historically had few opportunities in games, but new rules on intrinsic advertising and more cloud services could open up programmatic advertising in consoles and desktops. Companies such as Anzu and Bidstack are building programmatic solutions for high-budget, AAA games.

So more DSPs, more programmatic transacting of ads in podcasting is what we're seeing around the world. And a lot of what's happening in the US I think is also happening in Canada, maybe at a slower scale, but we're definitely seeing a modernization of how podcast advertising is reaching ears of people. Bill Fisher:.

As CTV gains share of converged TV budgets, programmatic will, too. This year, over 90% of CTV display ad dollars will transact programmatically, and programmatic pathways will account for virtually all growth in the CTV market through the remainder of our forecast period in 2026. And programmatic will become even more prominent as AI is embedded across the campaign life cycle.

Show how the changing landscape of digital advertising could disrupt programmatic strategies. More like this:. Cookie or no cookie: What marketers need to know for an opt-in Chrome. Q1 2024 update: Which industries still rely on cookies the most. Over half of Gen Z and millennials often or always accept cookies. Chrome鈥檚 New Path for Privacy (蘑菇AV subscription required).

And just Amazon Ads and Orange Apron have enabled targeting in streaming audio. In-store ad inventory is much more limited, and it is dominated by retailers with the largest brick-and-mortar footprints. Loblaw and Walmart tick the boxes on a handful of in-store features, including digital out-of-home, a variety of formats utilizing digital screens, and in-store audio. Sources.

鈥淭here's huge interest in audio because it lets you reach a new audience,鈥� INMA's Verma said. Verma also pointed to Nikkei Asia, which has used genAI to expand the size of its paying audience. It offers a $30 monthly subscription fee for access to 1,000 daily stories鈥攖oo high a price and too broad an offer for many light users.

Difficulty coordinating spend when using retail media networks to advertise via programmatic display, social media, and connected TV (CTV). That said, retail media networks leverage a winning positive feedback loop. 鈥淚ncreasingly, people are turning to websites and turning to online retailers to purchase basics,鈥� said Willens.

The company's market share gains are attributed to its focus on programmatic, data-driven advertising, which is increasingly embraced by CMOs who face economic uncertainties and pressure to pick efficient advertising channels.

As macroeconomic pressures weigh on device margins, Roku鈥檚 expanding programmatic capabilities and growing subscription base offer a hedge against volatility. Tariff pressures could discourage new streaming subscriptions.

DSW activates creator content across digital, retail, CTV, and streaming audio to extend reach and reinforce brand messaging. LinkedIn is partnering with B2B influencers to drive strong engagement across its platform, with clickthrough rates (CTRs) up to 5.4%. At events like B2Believe, influencer-led content and video campaigns have amplified reach and sparked high-value conversations.

More Chart of the Day:. 8/7 - Generation AI. 8/4 - Programmatic video keeps growing. 8/3 - SVOD success. 8/2 - Meta over YouTube? 8/1 - Keeping it dynamic. Methodology: Data is from the July 2023 National Retail Federation (NRF) "2023 Back-to-School Spending Survey" as cited by Martech Zone. 7,843 US consumers ages 18+ were surveyed during June 30-July 8, 2023.

So like I said, the core of the spending in retail media is sponsored search, but some retail media networks offer CTV ads, they offer video ads, they offer offsite display, they offer audio, they offer in-store media, and there's a lot of complexity and some challenges inherent in those formats.

Digital audio: US adults spend 1:24 per day with digital audio, but the channel has the lowest annual ad spend per user of any medium, $36.05, according to our forecast. Those hours spent listening on phones and in cars represent an opportunity for advertisers. 鈥淭hat鈥檚 well below digital video, which is over $500 per user. It severely under-indexes,鈥� Wurmser said.

Over the next few years, automated transactions, like programmatic guaranteed and private marketplaces, could account for at least half of upfront deals by agency holding companies, according to Nicole Scaglione, global vice president of CTV/OTT and online video at PubMatic. Overall upfront spending will likely increase this year. Digital鈥檚 upfront gains will more than make up for linear TV鈥檚 losses.

Programmatic is growing rapidly. It's still pretty small portion of overall digital out-of-home ad spending. We expect programmatic to hit almost 900 million this year, but that's compared to a little over 3 billion for digital out-of-home. So it's still only a little over a quarter of digital out-of-home spend, but it's growing super fast.

Move away from programmatic content calendars and follow the trends, he suggested. This approach has paid off for Xbox in particular, which leverages trends to push timely, and occasionally risky, marketing campaigns. The Amazon effect: Microsoft leverages its sometimes rival for product discovery. 鈥淸Amazon is] not just a sales engine.

How can retailers juggle all the different endpoints required on their own (i.e., out-of-home, digital video, display, audio, print)? Goldman: 鈥淚 would say they鈥檙e not able to do it on their own.