On today's podcast episode, we discuss the largest discrepancies in terms of where folks spend their media time versus where advertisers spend their money, and how advertisers should adjust accordingly. "In Other News," we talk about the Comcast-Walt Disney Co. negotiations centered around Hulu's ownership and whether YouTube's new NFL Sunday Ticket features will be enough to attract viewers and advertisers. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood.
US digital ad spending growth will decelerate to 7.8% YoY in 2023, its slowest pace in 14 years. The individual industries we track are generally following the national trend, but the timing and pacing of their slowdowns are playing out differently. For some industries, the outlook is fairly positive.
On today's podcast episode, we discuss when attention metrics might dethrone viewability, why advertisers are tentative about them, and why using attention as a currency is TBD. "In Other News," we talk about Google limiting impressions from "unproven" advertisers and the battle between advertising groups and the "Delete Bill," a California bill that would allow consumers to request advertisers delete their personal information. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.
Google isn’t looking so good as it prepares for trial with the DOJ: A historic antitrust challenge comes as Google is under fire for multiple advertising controversies.
YouTube redefines its ad system, emphasizing automation: Creators face a potential trade-off between ease and control.
Thanks to a flood of new inventory, some of it in unfamiliar places, CPMs and CTRs have been either flat or declined YoY in each of the past four quarters—with CPMs dropping 29% in Q2 2023 alone—according to Skai.
YouTube reshapes ad approach for CTVs: Fewer breaks and longer ads align with viewer preferences.
The retail industry commits by far the most dollars to digital advertising in the US. It has accelerated ad spending with above-average growth every year since 2020, fueled by the rising importance of ecommerce and digital channels in the consumer journey. By comparison, online ad spending by most other industries we track has seen far greater fluctuations from year to year over the same period. Retail’s ad spending growth will see sustained growth this year and next before other industries start to catch up on spending in 2025.
Nearly 96% of advertisers worldwide will include attention-based metrics in at least some of their media buys this year, according to May data from DoubleVerify.
TikTok leans into messaging: It’s ByteDance's move to counter Instagram's dominance and evolve as an all-encompassing digital hub.
Mobile advertising will keep growing at a rapid clip despite headwinds from privacy laws and genAI. Even so, app publishers will explore additional ways of making money for premium content. This may have an impact on the type and price of ad inventory in the future, although the volume of IAA should remain strong.
The Media Rating Council says YouTube needs an audit: The industry group is trying to broaden its scope to help build trust in advertising’s pivot to digital video.
YouTube's embrace of Shorts challenges long-form content: While the platform seeks balance, Instagram's move could further disrupt the market.
Google tries to increase ad quality and spending in one swoop: The Limited Ad Serving policy will limit impressions for “unproven” advertisers until they earn a higher status.
B2B digital ad spend growth is leveling out after a pandemic boom. Budgets for advertisers will be relatively flat throughout our forecast period. But significant shifts are happening in the way advertisers spend on digital ads.
Meta mulls over ad-free options in Europe: Marketers need to brace for potential changes in audience targeting and ad costs.
Reels' next frontier: Instagram's strategic play against TikTok's and YouTube's video offerings, maximizing advertising opportunities.
Reddit's balancing act: As it elevates its advertising suite with tools like Keyword Suggestions, it navigates community challenges ahead of its potential IPO.
Warner Bros. Discovery appoints Thompson CNN chief: As cord-cutting and trust issues weigh, his leadership becomes vital for the network's future.
Doctors are cord-cutters, too: Primary care physicians who turned to streaming services are more likely to refuse in-office detailing visits from pharma reps. Here’s where pharma digital ad budgets should go to meet them.