蘑菇AV

Meanwhile, Infillion is expanding into premium media channels like connected TV (CTV) and digital out-of-home, and developing shoppable media formats and AI-powered forecasting tools. Watch the full session. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

Advertisers can allocate some of their spend to owned media channels, including email lists, content marketing, and SMS marketing, that can be controlled directly. To address oversaturation and ad fatigue, advertisers can implement more frequent creative rotations with different messages and formats.

Major media conglomerates are yielding dominance. Between 2019 and 2024, players like Peru鈥檚 Grupo El Comercio, Brazil鈥檚 Globo, and Mexico鈥檚 Televisa each lost market share to digital natives, including social platforms and RMNs. These emerging players offer the same mass reach as traditional outlets鈥攂ut with more precise targeting, real-time insights, and full-funnel capabilities.

The surge in commerce media channels and data sources has made campaign optimization more difficult and time-consuming than ever. With US commerce media ad spending surging 21.8% this year, optimizing those dollars will become increasingly important. According to McKinsey, 28% of global marketers already use GenAI for media optimization鈥攁n area Celeste targets directly.

With 54% of marketers saying CTV is the media channel most in need of better addressability systems (per ID5), Samsung鈥檚 investment in Magnite Access aligns with a top industry priority. Measurement, viewability, and brand safety are also climbing as challenges, according to IAB Europe, making precision and flexibility more critical than ever.

The trend: Digital media channels are becoming a primary source of medical information and guidance for consumers, according to 蘑菇AV鈥檚 December 2024 US Digital Health Survey. Editor鈥檚 note: This article pulls in information from our recently published report, The 2025 Healthcare Consumer, which can be read here.

Gen Z鈥檚 and Gen Alpha鈥檚 current media habits will start to shape the wider media consumption landscape. Advertisers should align strategies with YouTube鈥檚 evolving role across media types. Brand safety improvements, video podcast growth, and premium content expansion make YouTube an attractive ad platform.

Connected TV's ascendancy: GroupM's mid-year forecast points to a significant surge in CTV advertising, signaling a pivotal shift in media consumption and ad strategies.

As time spent on connected TV (CTV) grows faster than any other major media formats this year, B2B marketers are taking note. Learn how B2B marketers can incorporate CTV in their media mix.

Meta to end News Tab in US, Australia as it focuses on video content: The shift reflects changing digital media consumption patterns.

The continued success of women's sports viewership suggests this growth is sustainable and represents a fundamental shift in sports media consumption patterns, rather than a temporary spike driven by individual stars. Women's NCAA basketball maintains growth trajectory.

From media consumption to social networking to digital buying, video is a core element of most Gen Zers鈥� digital experiences. However, they鈥檙e digitally curious, and generative AI could be their next frontier. Digital video viewing still rules, but social media use is rising fast. Social media use is quickly catching up.

College athletes are now media channels in their own right, with the ability to reach specific audiences more effectively than traditional ad buys. Brands that plan ahead, identify rising stars early, and empower them to produce culturally relevant content will outperform peers relying on traditional models.

On today's podcast episode, host Bill Fisher is joined by our analysts Paul Briggs and Paul Verna and GWI鈥檚 chief research officer Jason Mander to discuss the latest Global Media Intelligence report, outlining media consumption behaviors from around the world.

Reaching consumers starts with knowing who they are. That means understanding consumer demographics, media and search behaviors, and ad consumption habits. Here are five charts to help you get to know your customers.

Spending on sponsored content will rise 3.5 times faster than social ad spending will this year. Social ad spending, including YouTube, still dwarfs influencer marketing spending, at $83.72 billion versus $5.14 billion in 2023, per our forecasts. But the different spending patterns are a clear indication that creators aren鈥檛 tied to social media. The trend holds true on every platform, as marketers continue to shift more budget into influencer marketing, particularly video.

On TikTok and Instagram, campaign content gained over 1.7 million views鈥�62% above Tinder鈥檚 three-month average鈥攁nd earned coverage from major media outlets. 鈥淲e鈥檙e investing in creative ways to target Gen Zers and millennials鈥攖hose who are just starting their careers, building their financial futures, and, of course, exploring the world of dating,鈥� said Cress.

Adults in France now spend more time with digital media than with traditional media. While media habits are fairly advanced in that respect, the country still sits behind the UK, so French marketers could look there for ideas about strategy.

Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.

Gen Z鈥檚 media consumption, digital behavior, and attitude toward ads is a reflection of their upbringing in the app age. That鈥檚 why advertising to Gen Zers requires a unique approach鈥攐ne that prioritizes privacy, encompasses multiple channels and screens, and leverages new formats. Here are five key stats advertisers should know about targeting Gen Z.

Hispanic digital media usage rivals or exceeds that of the total population on most media platforms, especially Instagram and WhatsApp. Their strong online presence and enthusiasm for sharing product recommendations with friends make them both a target and an ally for advertisers.

US digital media consumption and consumer spending growth are at a standstill. 鈥淚t's just getting really competitive to reach today's consumers,鈥� our analyst Jeremy Goldman said on an episode of the 鈥淏ehind the Numbers: Daily鈥� podcast. Here鈥檚 what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.

US marketers are allocating more of their advertising budget to social media and TV (19% each) than digital (14%), email (12%), and out-of-home (OOH) (7%) media channels, according to Quad.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.