The ad industry has realized that "device metrics" that were proxies for attention and standards like viewability do not necessarily equate to a true "opportunity to see," according to Joanne Leong,
vp, global media partnerships, dentsu international.
Netflix currently has high saturation among the older demographic, particularly in the U.S. But it may have a tough time keeping them in the face of cheaper competitors that offer sports and news.
Ad spending in the major English-speaking markets -- the U.S., the U.K., Canada, Australia, and New Zealand -- expanded 25% during the first half, including a 52% spurt during Q2, the first quarter to
reflect year-over-year comparisons with the COVID-19 ad recession of 2020, which began in March and lasted through July (based on U.S. data).
Evidence is mounting that the global ad economy -- at least in the Western World -- is shifting from recovery to expansion, and maybe even a boom. New data shows the major English-speaking markets
expanded 25% in the first half and 52% in Q2.
The cross-platform analysis found that while ads in both print and digital news publications perform better than ads in social media channels, print ads had a much greater memory impact on readers.
The major Anglo markets -- and the U.S. in particular -- appear to be leading the global ad economy out of recession, according to an analysis released Thursday by Standard Media Index.
Fueled by demand for new smartphones, as well as the rollout of 5G spectrum, telecommunications industry ad spending is expected to expand an average of 4.5% annually through 2023, according to a new
report released today by Publicis Media's Zenith unit.