Research released from The Advertising Coalition and conducted by IHS Markit on Wednesday finds that advertising generated $7.1 trillion in sales in 2021, and it supported 28.5 million U.S. jobs.
The study comes as a perfect storm of developments have led up to a Babel-like 2022-23 upfront marketplace, in which a variety of "alternate" and unaccredited currencies are expected to be used.
KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise
of shoppable ads.
Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront
ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of
buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
"This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov,
director, head of ad measurement and research at Roku.
Many people working from home find their work and personal lives are intertwined -- a trend Microsoft says accelerated during the pandemic, creating a new type of buyer, or persona it calls "the
Shimmel says the industry has faced challenges "trying to forecast, using a Nielsen data set and Nielsen panel size that was too small to reflect the fragmentation of the industry."
"Alternative currency is not just a question of research and methodology. It's about operationalizing it."
"We're actually planning, optimizing and buying against it," Chief Investment Officer Cara Lewis said.
The report, from Omnicom Media Group UK, analyzes 75 evolving themes to predict which will rise to prominence by 2025, and how significantly they will scale.
Digital will make up 49% of OTC advertising in 2023, up from 46% last year, Zenith estimated.
When the history of audience measurement gets written, 2022 will be remembered as the year we lost our minds.
Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
An integrated combination of demand-side platform, supply-side platform and data-management platform, TV+ features premium streaming access and linear TV ad inventory from 130 channels, the company
says. The new version of the platform is now "fully" cross-platform.
Comparisons with 2020 will be more difficult because the company moved its yearly Prime Day sales event back to its regular schedule in July.
Dentsu foresees the growth rate for digital advertising sliding into single digits by next year.
Some 57% of retailers in a survey said most of their customers begin their shopping journey on Google or Amazon. Nearly 1 in 3 retailers with the highest sales performance say they spend too much on
search engine marketing and optimization efforts to garner new prospects, with the remainder most likely to say they are spending slightly too much.
Advertisers continued to shift their spending out of traditional linear television and into newer media channels.
Full-year data also reveals an erratic recovery in terms of various media and key advertising categories.
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church's Chicken reimagined its social media playbook for changed times. Alan Magee, Vice President,
Digital Marketing & Technology at Church's Chicken, explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church's
is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
The portion of U.S. adults who said they are likely to watch advertising for lower streaming fees slipped by three percentage points.
USIM worked with Roku to help solve the problem of generating foot traffic during the pandemic by providing a new ecommerce strategy to offset the reluctance of consumers in the market to return to
The best way to predict the future is to look back at the past. Here are the most-read articles and topics for "Inside Performance" and "Search and Performance Marketing Daily" in 2021.
Managing campaigns now takes an average of nine types of software or digital platforms.
At least that's my conclusion after Advertiser Perceptions shared its latest research with me on the topic.
The United States will drive much of the global expansion in ad spending, growing by $80 billion from 2021 to 2024.
The growing number of consumers who watch
video on internet-connected devices like smart TVs and mobile phones will continue to drive a shift in television ad budgets, according to a forecast by WPP’s GroupM
. The projected expansion for CTV ad spending
including U.S. political campaigns will be faster than for the broader television market, which will seesaw between growth and contraction through 2026, the media agency forecast. Changing
viewing habits will create a quandary for major brands that have relied on the broad reach of traditional linear TV. Popular streaming services like Netflix, Disney+ and Amazon Prime Video don’t
carry advertising, but they are investing heavily in original premium programming that appeals to viewers. “Consequently, the emerging world of television will simply offer fewer
opportunities to advertise,” according to GroupM. “As a practical consideration, falling viewership of ad-supported TV in traditional environments will lead to reduced reach potential for
campaigns that rely on the medium, which will generally make TV less attractive to many marketers.” Some brands will seek to integrate campaigns on traditional TV with those on
video-sharing site YouTube, blurring the lines among TV, digital and search advertising, the report said. The agency published its updated forecast the same day that IPG Mediabrands’ Magna
and Publicis Media’s Zenith
offered their revised outlooks for growth in
Google, Facebook and Amazon attract 46 cents of every dollar spent by advertisers.
One-third of advertisers said they began their holiday promotions earlier as consumers started shopping amid worries about bottlenecks in supply chains.