NBCUniversal highlights Peacock at upfront: Media titan reflects the industry's digital tilt amidst picketing and leadership changes
The US is the overwhelming center of gravity for all things advertising—and it will remain that way, even though 2023 will see a slight share drop for the country across various metrics. By the end of next year, the US shares of total and digital ad spending will increase once again.
This week’s upfronts may be judged in relation to recent NewFronts: Presentations highlighted advances in streaming, ad targeting, short-form video, and AI.
Netflix moves its first-ever upfront presentation to streaming: The Writers Guild has said it will picket all advertising events at a time Netflix needs to make an impression.
US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV’s share of total ad spend is larger than CTV’s, indicating it remains a key player in marketers’ ad strategies.
Meta showcased upcoming AI enhancements for its business solutions, emphasizing messaging apps and video. It aims to leverage AI to drive innovation until the metaverse matures.
The Trade Desk thrived in Q1: Amid a programmatic slowdown, the company leans into CTV growth to continue its ascendancy.
US digital ad spend growth will return to double digits next year at 11.2% growth, following 2023’s slower growth of 7.8%. Growth certainly won’t return to the 37.6% growth we saw in 2021, but it will increase steadily. Come 2025, US digital ad spend will pass $300 billion and keep climbing to nearly $400 billion by the end of 2027.
Twitter’s CEO is a strategic pick that ultimately won’t do much: Linda Yaccarino is an experienced exec, but it may be too late to stop Twitter’s decline.
The company is threading artificial intelligence into its core products and services used by millions of users while doubling down on AI accountability. Read online
Microsoft’s new Bing has had a persistent hold over headlines. Combine this with a third consecutive quarter of ad loss for YouTube and the picture for Google may look less than rosy. But the company remains in good shape, with overall earnings beating expectations. It remains dominant in search, and YouTube use is still remarkably high. Here’s a closer look.
Is Google reversing its tone with publishers? A $100 million deal with The New York Times is good news for the newspaper but doesn’t affect other publishers.
News media make gains in trust: US poll puts The Weather Channel at No. 1 but shows differences across political persuasion.
Google and Meta’s combined share of the US digital ad market dropped below 50% in 2022, and in just a few years that figure will be down to 43.0%. The triopoly is losing share now, as well; Amazon’s ascent will not be fast enough to offset the weakness of the other two giants.
YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.
Microsoft assures advertisers that AI won’t change the business: Early ad formats and channels mimic existing ones, but it’s far from a permanent solution.
Both companies are fighting to grab a larger share of digital ad spending growth.
Paramount to shed “noncore” assets after tough earnings: Streaming losses widened, raising questions about whether it can survive the digital future.
Next year, Snapchat’s ad revenues will increase by 10.4% worldwide after a year of almost no growth. Its ad revenues will rise from $3.80 billion this year to $4.20 billion next year, but they’ll still make up just 0.6% of total digital ad revenues worldwide.