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But in recent years, growing digital video and streaming audio ad inventory has strengthened their digital revenue prospects. The Canadian Media Directors鈥� Council has targeted a 25% share of digital advertising for domestic publishers by 2025. The lobby group鈥檚 goal is to increase investment in domestic media to reduce the spate of local media closures and support local journalism.

Each year, viewers spend more time with streaming services and less time with linear TV. This contributes to a drop in total inventory because streaming ad loads are lighter than linear TV, and many streaming viewers use ad-free plans.

Consumers are feeling the squeeze of the rising cost of subscriptions. Nearly seven in 10 (67%) US consumers saw at least one of their subscription services increase their cost, per March 2024 survey by CNET. Meanwhile, more than half (52%) of US adults have canceled a streaming service subscription because of increased pricing, per October 2023 data by TransUnion and Dynata.

As marketing becomes more directly tied to revenue goals, the ability to measure and report on its impact has declined. Some of that can be attributed to signal loss as the industry moves away from third-party tracking to more privacy-safe identifiers. Today鈥檚 audiences are also spread across multiple channels and devices. This makes it harder to track the customer journey and attribute results to specific marketing efforts.

Orange Apron Media expects in-store media placements to increase on digital displays on endcaps, interactive kiosks, and audio advertisements, Babcock said. 鈥淭hese innovative approaches offer brands highly targeted opportunities to engage with consumers at the point of purchase, influencing their buying decisions and ultimately driving sales.鈥�.

So, consumers like Amazon Prime because they get free delivery in the UK and then they get some video streaming as well. Okay, now they're getting ads with that, but I think they're willing to take that because they get other perks. And what's interesting is in the US we've seen retailers follow a similar strategy. Walmart's added streaming services to its subscription kind of plus service.

The full funnel: DoorDash has teamed up with The Trade Desk in an effort to help advertisers deliver more relevant campaigns across display, mobile, streaming audio, and connected TV (CTV), as well as achieve closed-loop measurement.

In 2025, there will be a stronger focus on performance marketing as advertisers seek to prove their efforts are worth the investment.

Audio takes up an enormous amount of time given its small role in the marketing world. Digital audio listeners will spend more time per day with digital audio than social network users will with social media. Yet digital audio will claim only 1.9% of US ad spending this year, compared with social鈥檚 19.3% take.

But without their own bespoke streaming platforms and delivery systems, other retailers will forge even more partnerships this year to compete with Amazon. Walmart+ is winning the partnerships push right now, offering perks from Paramount+, Burger King, and online vet Pawp. Instacart has made similar moves, partnering with Peacock and UberEats for its Instacart Plus members.