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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.

56% of US adults think ad breaks on free-ad supported streaming TV (FAST) services should be under 30 seconds, according to an August 2023 ViewNexa survey.

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.

On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.

While advertising areas like connected TV and retail media boast strong potential, other channels, like social media and linear TV, are losing some steam. That鈥檚 why it鈥檚 important to explore other ad channels. For example, digital out-of-home advertising has made technological and creative leaps in the past few years, while the women鈥檚 sports ad opportunity is expanding. Here are some areas within digital advertising where you may be missing out on unlocking potential.

It鈥檚 been a year since Netflix launched its 鈥淏asic With Ads鈥� tier, joining an increasingly cluttered landscape of ad-supported streaming platforms. Netflix leveraged a year of solid connected TV (CTV) ad spend growth, cost-conscious consumers, and Hollywood strikes that emphasized the value of a deep existing catalog to grow its ad supported plan to 15 million global monthly active users, according to a company post. Here鈥檚 a look at what鈥檚 new, what鈥檚 working, and what needs more attention at Netflix.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.

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.

The Consumer Electronics Show (CES) starts tomorrow, but companies have already begun announcing their latest consumer technology innovations. Here are two recent announcements and what they could mean for retail media.

This year, we forecast that Walmart鈥檚 digital ad revenue growth will outpace Google, Meta, and even Amazon. This success is driven by updates made to Walmart鈥檚 retail media platform as well as partnerships to help advertisers activate across channels like social and connected TV. 鈥淵ou know [how they say] crawl, walk, run? We鈥檙e getting to that walk/run phase now where our platform is maturing,鈥� said Rich Lehrfeld, senior vice president and general manager at Walmart Connect.

With the rise of digital ad channels like connected TV and retail media, there鈥檚 a lot of emphasis on making every ad and consumer touchpoint shoppable. Ad formats with direct calls to action help drive conversions and increase ROI. But brand equity can get left out of the conversation when we focus on performance marketing in isolation. Every ad should perform and provide some sort of measurable impact, but each ad is also vital for telling a brand鈥檚 story, even at the bottom of the funnel where marketers are more focused on driving conversions.

The National Retail Federation (NRF)鈥檚 Big Show is happening in New York City this weekend, and will offer an opportunity for retail media networks (RMNs) to pitch themselves to advertisers. Even though retail media is huge鈥攅xceeding $62 billion in US ad spend this year per our forecast, most of those ad dollars will go to the biggest RMNs. The remaining players are vying over the same $8.58 billion that isn't scooped up by Amazon, Walmart, or Target.

Mobile app ads are the most frustrating online advertising format, according to 81% of US internet users, according to August 2024 data from Eyeo and The Harris Poll.

The year of streaming price hikes: Streaming services became more expensive than ever in 2023, leading to a focus on bundles and cheaper AVOD tiers.

Most viewers can tolerate ads, actually: Only 16%鈥�17% of viewers can't tolerate them, per Hub Entertainment research, suggesting room for further AVOD growth.

Amazon merchants could give it a leg up in the AVOD race: The company has offered to fund ad production for brands that buy at least $15,000 in video commitments.

Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan鈥檚 casinos, RE/MAX鈥檚 real estate websites, and Planet Fitness鈥� gyms.

Ad spending is moving to CTV, and marketers want to compare performance on CTV with video ad campaigns on mobile web and mobile in-app delivery. Industry KPIs, Insider Intelligence鈥檚 new benchmarking tool, lets advertisers evaluate the performance of their video ad dollars.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here鈥檚 a breakdown of the key players in the space.

Fintech ad spending surges 45%: Klarna, Brex, and Mercury lead a shift to mainstream messaging, emphasizing transparency and trust amid regulatory scrutiny.

Amazon's ad policy shift: It will claim a larger share of advertising impressions from Fire TV's streaming services, which could strain developer relations.