Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

OTT viewers include anyone who streamed digital video across all devices. We forecast CTV viewers by age but not OTT viewers by age, which is why streaming service viewers in this section were compared with CTV viewers rather than OTT viewers. In North America, TV screens accounted for 83% of time spent streaming video in Q4 2021, per Conviva.

A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.

Marketers across five leading verticals all allocated more than 50% of video impression share to connected TV (CTV), according to a 2021 Innovid report, illustrating CTV’s position as a mainstream way of consuming content.

Traditional Media Ad Spending by Media Type and Country. Digital Ad Spending by Format and Country. Mobile Ad Spending by Country. Behind the Numbers.

OTT video ads. Financial services brands spent $599 million on OTT video ads from October 2021 to January 2022, according to Pathmatics. Insurance ads represented 49% of that spend, with Liberty Mutual, Geico, Progressive, and Allstate ranking among the top five financial services brands. Subscription video-on-demand (SVOD) ads.

US linear TV ad spending will hit $68.35 billion this year and fall to $64.94 billion in 2026. Despite that decline, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion this year to more than $100 billion in 2026 due to the surge in CTV viewing.

This year, 57% of US video ad spending will go to linear TV, a decline from 62% in 2021 and 71% in 2020. By comparison, ad spend share is increasing for connected TV (CTV) and other digital formats such as social video.

Netflix and Roku are the right match at the wrong time: A rumored merger makes sense on the surface, but not in the current landscape.

Standard Media Index (SMI) estimated that in Q3 2021, OTT CPMs were 28% above those of linear TV in the US. These price increases in TV and CTV advertising are compounded by two key factors:. Inflation. In the US, it’s running at the fastest pace in four decades. The erosion of legacy identifiers.

Warner Bros. Discovery could use its size to boost ad costs: Media powerhouse seeking higher prices for its content in initial upfront talks.

Ad industry’s spending winners: Google and Meta command a dominant share of the US digital ad market for now, but TikTok and Apple are among the companies that are muscling in.

Warner Bros. Discovery cuts costs and preps for advertising cool-off: The media giant is slashing 1,000 jobs from its global ad sales team.

Advertising reacts to the uncertain economy: Ad spending will remain strong this year, but the challenges ahead are many.

Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

Much of the money exiting linear TV won’t go very far, partly because many Americans are shifting their behavior from one content source to another while using the same device.

Retail media ad spending will almost quadruple in four years. By 2023, marketers will spend more than $52 billion on ads across websites or apps that are mainly ecommerce focused. The biggest player in this market is Amazon, whose US advertising business is growing faster than those of the other two members of the triopoly: Google and Facebook.

Advertisers and platforms identify Hispanic media as a growth opportunity: TelevisaUnivision, NBCUniversal, and Canela are among the players looking to strengthen their relationships with this demographic group.