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鈥淸Cookie deprecation] is a monumental change. It has also been a long time coming,鈥� our analyst Evelyn Mitchell-Wolf said on a recent 鈥淢eet the Analyst鈥� webinar. The signal loss will force advertisers to shift targeting strategies, campaign measurement, and identity solutions. But other trends鈥攑rogrammatic transaction methods and connected TV (CTV)鈥檚 growing share of ad spend鈥攚ill stay their course.

Spotify wants a share of CTV ad spending: The audio app is partnering with Roku to capitalize on consumers who use their TVs as living room speakers.

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.

YouTube has a head start in CTV ad spending: Viewers and media companies are pivoting to digital, but spending shows YouTube is well in the lead.

Consumers鈥� appetite for quality, on-demand content has contributed to connected TV鈥檚 (CTV鈥檚) stronghold as the fastest-growing major ad format in the US. 鈥淭here鈥檚 a lot more for [advertisers] to weed through in terms of the opportunities and options of where to place our clients鈥� ad dollars,鈥� Jennifer Kohl, executive director and head of US media at VMLY&R, said of CTV during our virtual 鈥淎ttention!鈥� summit last week.

As ad-supported TV and streaming services become more popular, ad variations are becoming more crucial. Through small, tactical tweaks, a holistic campaign approach, and experimentation with shoppable formats, it doesn鈥檛 have to be a costly or daunting endeavor.

Consumers are more ready for shoppable TV than ever. 鈥淭he opportunity around shoppable TV is changing due to significant advancements in technology and shifts in consumer behavior,鈥� said David Cohen, CEO of the Interactive Advertising Bureau (IAB), in its recent Retail Media Goes to the Movies report.

US digital ad spend will cross $300 billion for the first time this year, per our March 2024 forecast. That鈥檚 good news for advertisers, but it also means it鈥檚 harder to stand out. While exposing consumers to a brand multiple times across channels is vital to brand awareness, hitting consumers with the same creative over and over again or bombarding them with emails and text messages can hurt marketing impact. Here are five key stats on marketing fatigue across connected TV (CTV), email, and messaging.

With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.

US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV鈥檚 share of total ad spend is larger than CTV鈥檚, indicating it remains a key player in marketers鈥� ad strategies.

Key stat: After being inspired by something they saw on TV, almost three-fourths of US viewers (71.5%) either searched online to consider purchasing it, purchased it, or both, according to an August 2024 survey from Shopsense AI and 蘑菇AV.

Every major streaming company鈥攁nd some not so major ones鈥攊s investing in live sports. As they compete for broadcast rights, they鈥檙e seeking advertisers. Exclusive inventory is a draw, but benefits like first-party data and the ability to execute on lower-funnel objectives are also helping streamers woo live sports advertisers.

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.

Sports streaming momentum keeps building: Roku and NBA team up on FAST channel as Peacock and Prime Video win more exclusive streaming deals.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

Despite the rise of connected TV, over-the-air programming remains a vital part of the television ecosystem, engaging millions of viewers outside the scope of big data. Learn how comprehensive measurement strategies can ensure that every viewer counts, no matter how they choose to watch.

YouTube moves away from third-party measurement for co-viewing: The platform鈥檚 decision to use its own data for trading purposes has advertisers worried.

On today's episode, we discuss why Disney+ lost around 3 million subscribers, how much its new ad-supported tier can move the needle, and whether The Walt Disney Co. is more likely to buy the rest of鈥攐r sell鈥擧ulu. "In Other News," we talk about how connected TV (CTV) viewers feel about "enhanced" ad formats and what a new category of video called "accompanying in-stream" is all about. Tune in to the discussion with our analyst Paul Verna.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

Walmart makes a huge acquisition in hopes of taking on Amazon鈥檚 retail media dominance, while Amazon keeps churning out generative AI innovations. Plus, Target tries to steal share from Walmart鈥檚 prowess on attracting deal-seeking shoppers. Find out who else earned a spot in our Unofficial鈥� Most Interesting Retailers List, a monthly ranking revealed on an episode of the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast.

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.

Just as television evolves, so does its advertising potential. With a significant increase in viewership for ad-supported streaming services and FAST channels, the opportunity for advertisers is immense. Discover how the shift towards legacy and rerun content is reshaping strategies.

On today's episode, we discuss whether AR will ever have a less gimmicky and more utilitarian use case, whether Roku is the biggest player in connected TV (CTV), if Apple can successfully move further into financial services, whether "dumb" flip phones might have a mini renaissance, what the world's busiest airports are, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, vice president of Briefings Stephanie Taglianetti, and analyst Max Willens.