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Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

And that's really a lot of this sub OTT platforms. The Max's the Netflix's the Disney+'s, so that's where a lot of this time is coming from. Ethan Cramer-Flood (08:09):. I don't know if you mentioned, but so CTV is up over two hours now. So you mentioned it was at 59 minutes just a few years ago. Now it's well over two hours. Oscar Orozco (08:16):. Well over two hours. Marcus Johnson (08:17):. Okay.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

So the gigantic gigantic players, the traditional pay, sub OTT, we call them, Netflix is up there at 170 million viewers. Amazon's up there at 157, Disney Plus, Hulu. These are very, very big. But that's still tens of millions of people and in fact that is more viewers than Apple TV for instance. Bill Fisher:. Wow. Ethan Cramer-Flood:.

Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers鈥� attention. Our analyst Paul Verna shares why co-viewing won鈥檛 hurt CTV鈥檚 targeting abilities and how too much repetition may make ads ineffective.

US adults spend nearly 3 hours a day watching linear TV and nearly two hours watching connected TV, according to our forecast. Viewers are moving to CTV, and so are advertisers. Learn how to cash in on this seismic shift during our free webinar on July 12. Sign up here.

YouTube鈥檚 ad business has posted losses for the past three quarters鈥攁n unprecedented slide following years of double-digit gains. This underperformance has forced the video giant to sharpen its focus in the two areas where it has the best shot at attracting ad spending and restoring growth: connected TV (CTV) and short-form video.

US TV ad spend will fall 8% this year, per our forecast. Its share of total media ad spend is also in decline as marketers turn to faster-growing formats such as connected TV (CTV) and retail media.

US consumers are flocking to low-cost plans with some amount of advertising.In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services.

Retail media, connected TV (CTV), and search will play key roles in the future of digital advertising. This shift has retailers like Amazon aiming to expand CTV and social network companies like Meta leaning into search. Here are five predictions, according to our analyst Andrew Lipsman, that were shared during our virtual summit earlier this month.

4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

Netflix Q1 proves its resilience amid economic volatility: Strong revenue growth is setting the company up to weather uncertainty.

Key stat: 58% of US adults stream video via connected TV (CTV), according to ViewNexa.

Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. That number will more than double by 2028, reaching $172 billion. Some 22% of US digital media experts consider digital video to be one of the media types most vulnerable to fraud, per a study from Integral Ad Science and YouGov. But connected TV (CTV) has an advantage over other digital ad publishers.

Advertising Week New York kicks off next week. Last year, speakers discussed everything from Web3 to connected TV (CTV) to social media. This year, we鈥檒l be watching for updates related to retail media, AI, and social media鈥檚 era of transformation.

Although linear TV can鈥檛 be dismissed just yet, and CTV has a ways to go before claiming its crown, here are three key 2024 milestones that attest to its growing ad power.

This year鈥檚 Olympics were a major opportunity for marketers, both on TV and connected TV (CTV) and on social media. The Games only come around every two years, but the marketing lessons are applicable long after Paris鈥檚 crowds have cleared. From a push for generative AI (genAI) to athletes becoming creators in their own rights, here are five takeaways from the Summer Olympics.

While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. 鈥淲e鈥檙e investing in all the tried-and-true performance basics,鈥� said Jonathan Yantz, managing partner at M&C Saatchi Performance. 鈥淏ut we鈥檙e most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.鈥�

Walmart Connect is teaming up with NBCU to power ads in sports livestreams: The partnership is part of Walmart Connect鈥檚 growing CTV ambitions, which includes an expanded deal with Roku.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.