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Cannes conversations: AI, creators, Big Tech, and DE&I to take the spotlight at next week鈥檚 International Festival of Creativity.

US adults spend 2 hours and 15 minutes (2:15) per day with CTV, an 8.3% increase YoY. But CTV is under indexing when it comes to advertiser spend, primarily due to a shortage of inventory and because what is available is expensive, said our analyst Yoram Wurmser.

With advertising spend on digital channels continuing to grow鈥擨nsider Intelligence forecasts that social media ad spend is set to reach $82.88 billion by 2024 in the US alone鈥攖he ability to measure brand lift can help ensure you鈥檙e investing wisely across all channels.

By 2026, US adults will spend 20% of their daily media time with the various apps, streaming platforms, and entertainment services on CTVs. That will amount to 2 hours, 34 minutes (2:34) per day (up from 59 minutes in 2019). But only 8.1% of ad budgets will go to CTV by 2026. Read the full report, US Ad Spending vs. Time Spent 2024.

Eight in 10 US Amazon Prime Video subscribers will be ad-supported this year, according to our February 2024 forecast.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

Netflix will be used by 61.4% of US digital video viewers under 12 this year, per our February 2024 forecast. That puts it well behind YouTube in terms of reach. 3. Disney+. Among US digital video viewers under 12, 47.1% will be Disney+ viewers this year, per our February 2024 forecast. 4. TikTok.

Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

Every even numbered year we get a little bump because that's either US presidential elections and Summer Olympics, or it's US midterm elections and Winter Olympics and FIFA World Cups and things like that. On those years you get a little bit of a bump, but overall the trend line is just going down. It peaked at like 72 billion back I think in 2012. And from there, it's just a decline. Marcus Johnson:.

Paris Olympics drives record viewership: NBCU sees 82% increase, highlighting value for advertisers in live sports events.

This year marked the first time Team USA women were guaranteed equal pay to male athletes. Some of the Games鈥� biggest winners were women, with medals going to the USA women鈥檚 soccer, rugby, basketball, and gymnastics teams. What it means: Women鈥檚 sports haven鈥檛 always been seen as equal to men鈥檚 for advertisers.

The big picture: DashPass is crucial to DoorDash鈥檚 long-term goals given that members tend to spend more and order more often than non-members. 12% of US adults subscribed to DashPass as of June 2024, per our research. That鈥檚 more than the proportion who pay for Instacart+ (9%) and Uber One (7%), but less than half the number who subscribe to Walmart+ (26%).

CTV will account for $1.56 billion of political ad spend in the US this year. The channel has the potential to target very precisely, and could play an important role, considering groups like 鈥淢en for Harris鈥� or 鈥淲hite Dudes for Harris鈥� emerging. 鈥淭hese are targetable groups,鈥� said Verna.

Lowe鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe鈥檚 Media Network and plans to launch four new channels this year.

US adults will spend 2 hours and 15 minutes (2:15) a day watching CTV in 2024, accounting for over half (54.7%) of the time they spend watching digital video, per to our forecast. Here鈥檚 how advertisers can tap into CTV鈥檚 screen time this holiday season. Give the gift of a deal.

Thanks to Hulu and ad-supported tiers, Disney streaming profits: The company solidified its position as a streaming ad leader with a strong Q3.

Without Google, YouTube would be the sixth biggest digital ad platform in the US. 驰辞耻罢耻产别鈥檚 US ad revenues will reach $8.29 billion this year, per our March 2024 forecast. That means if YouTube were not owned by parent Alphabet, which also owns Google, it would still rank among the top 10 digital ad platforms in the US by revenue, ahead of Apple, Hulu, and Walmart. 2.

Some 67% of US social media users are likely to use social search during their purchase journey, according to March 2024 data from IZEA. Social commerce is also growing, with 33% of US adults ages 18 to 34 making purchases on social platforms like Instagram and TikTok, according to an April 2024 蘑菇AV survey.

And your options are Switzerland, Greenland, or the US. So Slack me those answers. Switzerland, Greenland, or the US. (21:11):. Okay. The answers are in. Let me start with the US. It wasn't the US. The US comes in fifth at $15.49. In second place is Greenland, $16.46, joint second with Denmark incidentally.

Among athletes, Simone Biles, the gymnastics extraordinaire, is the most popular US athlete. She's got 63% of the general population who plans to follow her at the Paris Olympics. Only 29% of the population plans to follow LeBron James on the US basketball team. But-. Marcus Johnson (25:46):. Jordan fans. Of course. Blake Droesch (25:53):. It's got to be. But he apparently...