Our forecast data reveals a mismatch between marketers who have been quick to transition to digital platforms, and consumers who are still spending time on traditional media like TV, newspapers, and radio. This year, 74.6% of all US ad spending will go toward digital media, while US adults will only spend 62.1% of their daily media time with digital, according to our forecast.
On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.
VideoAmp and iSpot are coming for Nielsen’s crown: The two companies announced a major funding round and acquisition, respectively, while Nielsen makes adjustments.
On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.
Indonesia mulls social media sales ban: Platforms like TikTok and Meta may need strategy shifts.
Travel will see the fastest growth in US digital ad spending of any industry in 2023, according to our forecast. Travel, retail, healthcare and pharma, automotive, and entertainment will outpace the national digital ad spending growth rate.
The IAB and MRC propose retail media guidelines to help solve the industry’s measurement problem: The framework is meant to improve transparency and ensure consistency across RMNs.
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.