We cut $5.51 billion from our US digital ad spending forecast for 2023, due to the fallout from Apple’s privacy changes, Google’s deprecation of third-party cookies, and a stricter regulatory environment. Along with inflation and a potential recession, these challenges will depress spending until 2025, when it should return to previously projected levels.
Netflix experiences growing pains as an ad platform: It misses some viewership guarantees by a mile—though it’s trying to make up for it.
Social’s share of total digital ad spending will shrink every year through 2024 at an accelerated rate. We
The digital advertising landscape is shifting and it’s every person for themselves in a fight to the top. Let’s get to know the players and place our bets on who will win the battle royale for ad dollars.
Commerce isn’t driving revenues for social media platforms the way the platforms once hoped. That’s what our analyst Jasmine Enberg predicted during the keynote session of our “Attention! Trends and Predictions for 2023” event.
Time spent with cable and broadcast TV is decreasing, a trend that’s been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.
Nearly half (47%) of marketers worldwide would spend more on connected TV (CTV) advertising if they had access to higher-quality targeting data, according to Lotame. Meanwhile, 36% are looking for a more efficient buying or planning process.
Programmatic could be publishers’ Achilles heel next year: A new study finds that 53% of marketers expect to spend less on programmatic ads in ‘23.
Ad market growth to slow but not stop in 2023: Connected TV and retail media will drive strength in uncertain economy, per forecasts.
With inflation driving up operating costs and a potential recession looming, marketing is getting deprioritized. Our current outlook: Ad spending won’t bottom out
The US ad market has declined five months in a row, according to MediaPost and the Standard Media Index’s US Ad Market Tracker. But as people return to planes, trains, and automobiles, out-of-home (OOH) ad spend is growing. Here are five charts with what you need to know about this unique time for traditional, digital, and programmatic OOH advertising.
The ad-reliant digital publishing business is dying: News organizations like CNN, Gannett, and countless others are laying off hundreds as ad revenues fall dramatically.
Now that the dust has settled from this year’s record-breaking Cyber Five (the five days between Thanksgiving and Cyber Monday), it’s time to see how the industry’s advertising efforts shook out, according to new research from Tinuiti.
Email and TV may not be flashy, but they were critical to Black Friday and Cyber Monday: Both marketing channels may be older—but they’re far from deprecated.
Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.
Amazon Ads fail at the worst possible time: A measurement mishap on Black Friday extended into the weekend and cost some agencies and brands dearly.
A fading internet giant meets a fading ad format: Yahoo acquired a 25% stake in programmatic ad firm Taboola in a harbinger of bigger deals on the horizon.
Though the ad industry has had a notoriously difficult year, search advertising is well positioned to grow in the years to come. On the consumer side, however, search behaviors are shifting, which could spell danger for those who don’t innovate.
The ad downturn isn’t bad news for everyone: Smaller brands are getting extra visibility from ad spend now that big advertisers are pulling back.
Global digital video ad revenues will top $360 billion in 2027, according to Omdia. That’s up more than $170 billion from this year. By contrast, video subscription revenues will rise about $30 billion over that period and remain below $120 billion in 2027.