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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.

But counter to previous expectations, people are still subscribing to streaming. 鈥淣ot only have people shown they are willing to pay for entertainment through difficult economic times, but they鈥檙e actually adding more.鈥�. Consumers may not prioritize entertainment forever.

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry鈥檚 development beyond sales-driven social posts into long-term brand partnerships.

鈥淯nderstanding how consumers are spending their time and money is paramount to your business being successful,鈥� our analyst Jeremy Goldman said on 鈥淭he Future of Digital 2024鈥� webinar. Here are three shifts in media consumption, purchasing behavior, and mobile usage, and how each is prompting new advertising strategies in streaming, social search, and gaming.

And as marketers continue to shift ad dollars from linear TV to streaming, CTV is shaking up longstanding dynamics. Advertisers favor closed and private ecosystems for access to data and premium inventory. Ad spending is increasing across all transaction types, but growth rates are higher for programmatic direct and private marketplaces (PMPs). Here鈥檚 what鈥檚 behind the trend:.

They were basically all getting hurt by streaming and people ripping off music, so they banded together and they invested in Spotify. It made sense. (14:35):. In the video and streaming world, you have players that are coming at it from totally different places in terms of their business models, their agendas.

To make matters more complicated, consumers are multitasking, co-viewing, and moving seamlessly between linear TV and streaming services鈥攏ot to mention it鈥檚 a challenge to identify who, exactly, is in front of the screen.

While the league鈥檚 embrace of streaming aligns with industry trends toward digital media, it鈥檚 natural to expect some resistance from linear TV audiences that don鈥檛 have access to Prime Video. Our take: The NBA's recent announcement of its deals marks a new era for the league's broadcast and streaming landscape.