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US consumers鈥� financial fragility is also the worst it鈥檚 been since 2013鈥攎eaning lending customers鈥� creditworthiness dropped as standards simultaneously tightened. Fear of application denials is costing banks lending customers. According to Bankrate, 15% of US consumers who haven鈥檛 applied for lending products since 2022 cited their fear of a denial.

Some 89.6% of Gen Zers in the US look at a second screen while watching any form of TV, per our forecast. They鈥檙e more likely to do so than any other generation, and the device is often their smartphone. Additionally, according to a March 2023 survey by HarrisX and Samba TV, 44% of Gen Zers have paused an ad on TV to then research the ad on their smartphone.

The increased use of mobile devices as second screens further supports the potential of TV to influence purchasing decisions in real time.

鈥淢ost TV watching now is happening with a second screen,鈥� said Benes. 鈥淚f you're watching the MLB playoffs on TVs, you [may also be] also scrolling through Facebook on your phone. So TV may account for one quarter, but it's not undivided attention.鈥�. 4. Streamers are betting on bundling to reduce churn.

That鈥檚 despite experiencing 鈥渁 slowdown of the economy and a slowdown of the home-furnishing industry, almost 蝉颈尘耻濒迟补苍别辞耻蝉濒测,鈥� in all of its markets, said Jesper Brodin, CEO of Ingka Group, Ikea鈥檚 largest franchisee. Ingka invested 鈧�2.1 billion ($2.3 billion) in 鈥渟ubstantial鈥� price cuts, along with another 鈧�1.3 billion ($1.4 billion) on new and existing stores and digital upgrades.

Moreover, advertisers can multi-home鈥攖he practice of using multiple platforms or services simultaneously rather than relying on a single provider鈥攂y using Google鈥檚 DV360 alongside other platforms like The Trade Desk or Amazon DSP. Google鈥檚 ad products are widely adopted because they provide superior functionality and results鈥攏ot because of monopolistic behavior. #4: Low Barriers to Entry for Rivals.

This method takes wire transfers鈥� benefits a step further, clearing, authorizing, and settling simultaneously in real time, anytime鈥攚hile transparently automating recordkeeping and cutting costs. In 2022, payments accounted for more than 44% of global blockchain revenues, which are expected to reach $1.4 trillion by 2030, per Global Payments.

Our take: While none of the announcements felt as novel as in previous years, they laid a foundation for how Snap intends to simultaneously compete with and differentiate itself from its competitors. Snap generates nearly all of its revenues from advertising, but its ad business is much smaller than that of Meta or TikTok, at roughly $4.04 billion in 2024, per our estimates.

We鈥檒l likely see innovation that will make it easier to harvest data in a manner that simultaneously ensures user privacy. With the phaseout of third-party cookies, marketers are seeking new methods to connect with consumers through data while protecting privacy. One area to watch on this front is the use of data clean rooms offered by companies like Snowflake.

鈥淧eople鈥檚 attention is very divided even when they are watching a show,鈥� Benes said; more than three-quarters (77.2%) of the US population are second-screen users, according to our February 2024 forecast. Placement transparency and brand safety and suitability are the next biggest challenges to campaign measurement.

Smartphones will become 鈥渕耻濒迟颈蝉肠谤别别苍鈥� devices. Smartphones have long complemented TV viewing. With larger screens and multiple windows, this behavior could exist on one device. Sources. Comscore Inc. Counterpoint Technology Market. ResearchInternational Data Collection (IDC).

GenAI has simultaneously made media quicker and easier to manipulate鈥攁nd for that content to appear more convincing. The social platforms will struggle to keep up. The scope and complexity of AI-generated misinformation could overwhelm their content moderation teams and programs. Staffing cuts have decreased the size of content moderation teams.

Ads that appear simultaneous to the content are more difficult for ad blockers to detect, which YouTube has been cracking down on more this year. Why it鈥檚 important: Intrusive ads may increase the chances of a viewer switching channels or potentially turning off the livestream altogether.

The new system analyzes sensor data simultaneously rather than sequentially to improve accuracy. And the self-learning technology will improve over time and recognize behaviors, even if the store is remerchandised or items are misplaced. Earlier this year, Amazon revamped its Just Walk Out strategy and is licensing the tech to third-party retailers instead of installing it in new Amazon Fresh stores.

In 2009 Variety Magazine wrote about the largest roadblock ever at the time when Sony Pictures Entertainment simultaneously aired ads for the disaster movie 2012, that was on 450 TV networks. This roadblock would reach nine times as many channels. So Rahul, what does the future have in store for roadblock marketing? Rahul Chadha:.

With multiscreen functionality and better integration with car systems in the newest version of CarPlay and better integration of media in Android Automotive, it鈥檚 likely that media and ads will become more customized for cars. This may lead to additional mobility-conscious video ads, as well as native display ads on heads-up displays and dashboards. Predictions.

And NBCU鈥檚 offerings, which included a multiscreen view on Peacock and coverage by major NBC names like Kenan Thompson and Colin Jost received widespread praise. What it means: Live sports will continue to play an important role in the battle for CTV ad dollars.

There are just so many different places that that role is being asked to go simultaneously, which means that's just very difficult to say, "Okay, you're going to find somebody who's good at all of those things and is being asked to do more and more every single year.". Marcus Johnson (00:39):. Hey gang, it's Tuesday, August 27th.

And interconnection among devices promotes simultaneous use, which makes what Gen Zers are consuming more important than where. Gen Z adults are less likely than adults overall to watch traditional TV or listen to the radio.

I think people are less tolerant with ads because they can second screen, because our attention spans are becoming shorter and shorter and people before used to have a bit more patience, a bit more tolerance.

Second screening is such a popular activity. And so, I think the social coupled with watching something in the evening or a streaming or digital video while checking social, is a pretty popular media habit for this generation. Paola Flores-Marquez (10:09):. Or if you're like me, you're checking IMDB because you love movie trivia. Marcus Johnson (10:13):.

Customers should be able to easily make these purchases while simultaneously picking up online orders. Sources. ChaseDesign. Morning Consult. Slickdeals.

Testing various AI tools is key to finding the ideal formula that resonates with shoppers while simultaneously enhancing ad performance. For example, advertisers can test different AI tools in Meta鈥檚 Advantage Suite, like Advantage+ shopping campaigns (ASC), which streamlines ad creation, simultaneously automating up to 150 creative combinations.

Tap into consumers鈥� multiscreen viewing habits during the event. Although millions of fans will watch the grand final on linear TV, today鈥檚 consumers often simultaneously use a second screen. Marketers and retailers should capitalize on this by creating social media content on YouTube, Facebook, Instagram, and TikTok with the hashtag #Eurovision. Leverage the power of music to bring people together.