As competitors ramp up their AVOD options for their streaming/digital platforms, growing CTV inventory is expected to "outpace demand near term," says Bernstein Research.
The spending by newcomers to national television advertising hit $1.36 billion, trade group VAB said.
YouTube is launching a "Select Shorts" ad offering to give advertisers the ability to engage audiences across a variety of content genres by placing their ads alongside best-performing Shorts.
Broadcast and CTV platforms continue to be among the big movers and promoters around crossover use of other media channels, according to GWI, a consumer research company.
Consumers are most likely to say that television advertising enhances perceptions of brand quality.
About half of households in India said they own a smart TV, helping to drive growth in CTV ad spending.
The research revealed that "effective" CPMs for addressable campaigns are more efficient than linear eCPMs when it comes to "light" consuming linear TV viewing audiences. Addressable TV - through
messaging on multichannel video program distributors - is more precise and outperforms IP address matching.
The outlook for TV and CTV continues to be an "unsettled ad market," according to Bernstein Research, with projections that linear video ad spend will move down with the spend "slightly up to flat in
streaming," according to Laurent Yoon, media analyst for Bernstein, in a recent report.
Linear TV's average daily reach sank 4% to around 57 million homes In second-half 2023 vs. the year before, Samba TV says - and that reach number was virtually flat.
The Winterberry Group Thursday released its 2024 outlook for U.S. advertising, marketing and data spend. It looks at online and offline channels and the business drivers and trends behind the data.
In case you're looking to segment American consumer audiences based on their streaming subscription preferences, the Middleburg Managers at Magid and Claritas will have a new tool for you starting
with the New Year.
Prices of LinkedIn ads -- which are sold by auction and set by market demand -- have increased as much as 30% over the past year, one exec told the "Financial Times." Some marketers have reported
premium LinkedIn campaigns costing $300 per 1,000 impressions vs. the same caliber of ad costing between $10 and $15 on Meta, with some media buyers reporting an ROI as high as 20%. Meta and Google
still control a much higher percentage of the ad market, with LinkedIn covering about 1.5% of digital ad spending in the U.S., while Meta and Google cover 21% and 27%, respectively.
Despite the projected 18% ad spike this year, overall TV/CTV video business from traditional TV companies will see a "shockingly bad" ad revenue decline of 11% in 2023 vs. 2022, MoffettNathanson
Research says.
Sam's Club has an ambitious video ads program that launched Tuesday, targeting members supported partly by The Trade Desk across CTV networks.
A recent survey of advertisers and agency execs found 60% of reported moderate to "extreme pressure" from the brands they work with to drive even better ad performance. Here are some of the media
combinations that perform the best.
Advertisers are recommended to use an omniscreen strategy to reach and interact with holiday shoppers.
About 10,000 of 50,000 channels presenting themselves as CTV channels were found to consist of content such as ad-supported screensavers, white noise generators, game channels and mobile apps posing
as CTV.
A study by Magna Media Trials and Samsung Ads explored Gen Z and Millennials' CTV viewing habits, and suggests search may have a connection with next-generation campaigns.
Study gauges the effects of CTV campaigns on viewer search behavior in real time.
Pixalate releases its Q2 vMVPD traffic analysis and CTV developers reports.
Fifty-six percent spend more than half their time trying to optimize results of these campaigns, but 60% say they're not fully achieving that objective.
Recovery during challenging economic times is a difficult process and risk can explode in directions marketers could not imagine, even with progressive technologies like machine learning and AI.
Report also offers insights on the effects of ad length and frequency on advertising attention.
Local broadcast TV will see a modest 11% increase in 2024 to $23.8 billion, according to BIA Advisory Services, while local over-the-air platforms are forecast to climb 4.6% to $21.7 billion, from an
expected $19 billion this year. Automotive advertising is projected to rise from its current doldrums to $192.6 million. BIA says this will be the largest increase since 2019.
"You don't need to eat the elephant in one bite," M^2 CEO Madan Bharadwaj said during a Yelp Ad Summit on Thursday.
Now that we're seeing real fungibility of linear TV annual ad spend into CTV and streaming TV platforms, we should care about the quality of the digital video ad units capturing that spend.
With 75% of growth in video hours on CTV devices from smaller platforms, YouTube is the only one of the top six platforms that has grown share with a leading 28% of total video hours vs. 24% a year
ago.
"On a societal basis, it is going to be even more disruptive. I think for the ad industry, it's going to be about the same, because what HTML did was create a whole new model for advertising. Online
was a completely new ad platform that created inventory that didn't exist before."
U.S. syndication programming and advertising continues to show weakness. So where does it go from here?
Money for CTV is coming from existing, traditional TV ad business. This means industry cannibalization in the future with prospects from an existing pool of declining legacy TV systems.