As more streaming platforms launch ads and user attention remains high on sites like TikTok and YouTube, advertisers are splitting video budgets between social, streaming, and online video. Here are five charts to help demystify video advertising.
Most industries leaning into social advertising are targeting younger audiences with offers for products with low price points.
Disney’s going for efficiency across the board: Ad sales will be largely automated by 2027, while content teams are streamlined behind the scenes.
Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It’s a pivotal time for paid search, with Google’s ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.
Instagram’s value wanes for publishers: Ad spend and content posting drop as WhatsApp Channels gains traction for direct audience engagement.
Nearly every industry vertical we track outperformed our spending expectations last year, and most will see growth accelerate in 2024.
LG brings ads to CTV screensavers: The rapid pace of new ad space on CTVs reflects a race for ad dollars.
Search ads launch on TikTok: The keyword-based feature enables brands to reach users during searches, aligning ad efforts with user intent and behavior.
Creator economy wars heat up: TikTok launches new subscriptions, while Patreon’s Autopilot tool boosts fan conversion rates.
The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024
YouTube overhauls TV app to compete with streamers: New features like episodes, previews, and subscription tools aim to boost creator monetization and rival platforms like Netflix and Disney+.
Search, social, and customer ratings and reviews are the most influential channels for driving foot traffic and sales, according to SOCi’s Local Visibility Index 2024.
Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.
Commerce video ads drive sales growth: 70% of advertisers use the format, says IAB report, but consumers find the ads too short.
On today's podcast episode, we discuss the significance of a democratic country like Brazil banning X, how it will impact the platform in terms of users and ad dollars, and how advertisers in America are viewing the situation. Tune in to the discussion with host Marcus Johnson, vice president and analyst Jasmine Enberg and analyst Matteo Ceurvels.
Sophisticated shoppers have long been the lifeblood of the affiliate marketing industry. But as affiliate marketing has grown more visible, many of those shoppers have gotten choosier about the kinds of deals they take, squeezing the margins of both advertisers and publishers.
Compared with other traditional media channels, out-of-home (OOH) is resilient. US OOH ad spend will grow 5.2% this year, per our March 2024 forecast, significantly more than TV, radio, and print, which will mainly see declining figures over the next few years.
Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media’s popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.
Streaming services struggle with ad delays and slates: Latency and unfilled ad slots frustrate viewers and impact the performance of streaming ads, decreasing brand recall and program enjoyment.
Marketers project Q4 revenue gains: Sales to outpace ad spend growth, driven by focus on more efficient spending strategies.