Paramount is playing catch-up when it comes to ad innovation: The media giant is exploring a number of initiatives to fuel its aggressive streaming goals.
In response to the shifting advertising landscape, we’ve cut over $5 billion from our US ad spend forecast for 2023, placing it at $278.59 billion. Why the downgrade? Well, for one, last year’s macroeconomic factors are spilling over into this year. And while that may resolve itself in time, there’s another, more permanent issue advertising is facing: privacy changes.
Search giants look to get ahead of the AI trend: Microsoft is teaming up with ChatGPT, a new technology that has Google on red alert.
A quarter of US adults pay the most attention to TV commercials, making them the top ad format, followed closely by online ads, per CivicScience. Magazine and newspaper ads rank near the bottom, with only 4% and 5% paying them the most attention, respectively.
We all know that 2023 will be the year of retail media, social commerce, and lingering economic uncertainty. But here are some more targeted possibilities for the year ahead.
The ad industry will never be the same after 2022: Between the ad downturn, regulation, and new channels, the ad industry entered a new era.
More people in the US are listening to digital audio, and those who already do are spending more time listening.
In 2022, both YouTube and TikTok captured 46 minutes of their adult US users’ attention each day, per our estimates. Netflix reigned supreme at 60 minutes daily. Time spent with TikTok will tick up every year through 2024, when it will reach 48 minutes per day, but it won’t pass Netflix anytime soon.
Social media isn't dead; it's evolving: Gen Z will play a major role in how platforms transform going forward.
Google expands its cloud but pivots to a simplicity sprint to counter the down economy: Innovation could be dialed down further for 2023 as Big Tech’s most multifaceted behemoth rethinks its strategies.
Apple will begin its advertising ascendancy in the coming year: The tech giant could see spectacular ad growth the remainder of the decade.
November ad spend shows the pandemic boom is over: The typically lucrative period declined 8% year over year as the market finally stabilized after the pandemic.
Retailers couldn’t get enough of retail media networks in 2022: But the challenge going into 2023 is to make those networks sophisticated and effective enough to draw ad dollars away from Amazon.
2022 brings a dramatic change in fortunes for some social networks: Contracting ad spending growth prompts big downgrade in our forecast.
Meta defends its Within acquisition before an antitrust judge: It’s becoming increasingly clear the company needs VR to replace lost social media ad revenue.
ChatGPT shows the power of AI to disrupt marketing: Its capabilities can be used for good and bad effects
Gen Zers aren’t watching appointment TV. They’re not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z’s media consumption looks like.
Netflix’s lead in viewership over other services isn’t as large as it once was. But Netflix is still streaming’s king.
In 2023, 58.5% of Meta’s $121.90 billion of ad revenues worldwide will come from Facebook, per our forecast. The remaining 41.5% will come from Instagram, whose ad revenues are growing faster than Facebook’s, which will decline in 2022. For the next two years, Instagram will continue to outpace Facebook by this measure.
Will TikTok’s China ties stymie its progress in US? Legislative and regulatory suspicions and scrutiny pile up even as the app gains favor with marketers and users.