In Q4 2019, data-driven ad tech provider AudienceProject found that almost two in five US internet users reported trusting digital news sites less than they had a year earlier, vs. just 9% who trusted such sites more. According to 2019 polling by the Advertising Research Foundation (ARF), just 34% of US internet users trusted the “media in general,” with 47% reporting they trusted TV news.

These gains will be driven in large part by an ongoing audience migration from linear to connected TV (CTV), where advertisers are eager to reach audiences already consuming entertainment content.

Our methodology involves the collection of third-party data—primarily survey data—from adult respondents who were asked about their media use habits. Data is also sourced from online and mobile activity tracking services, government data, and interviews with industry experts.

First-Party Data. This pillar addresses the quality of first-party intent and shopper data that brands can leverage for insights and data-driven marketing tactics. Specific attributes include first-party consumer insights data and in-store/omnichannel purchase data. Targeting and Measurement.

AVOD viewer growth is driven by the fact that there has been an increase in apps with large video libraries that monetize their product through ads. Peacock, Discovery+, and HBO Max are just a few of the streamers that have recently launched ad-supported tiers.

“In particular, those programmers—again, ViacomCBS and NBCU—who appear to abandon their linear programming obligations by rapidly shifting premium content over to their D2C platforms run the risk of getting dropped by MVPDs and/or suffering lower annual price escalators, especially as it relates to growth in [retransmission fees].”.

Consumers are offered the flexibility to pay for their goods in installments, while retailers watch shopping cart sizes increase as well as gain access to valuable data. BNPL’s popularity took off during the pandemic, starting with Gen Z and millennial consumers.

And 13.4% of households watch linear TV through over-the-air antennas that provide access to broadcast stations for free. WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends, and business activity in Q4 2020. It includes updated forecasts for CTV and YouTube ad spending.

Some 65% of Gen Z said they’d pay a premium—an average of 48% more—for a purpose-driven brand, and 49% would be willing to earn an average of 20% less to work at a purpose-driven company (Cubist Martini).

Retail media advertising is the next big trend in digital advertising, driven by the surge in ecommerce spending and brands’ desire to target consumers close to the point of purchase.

Linear TV: Television programming distributed through cable, satellite, or broadcast networks; includes VOD. Multichannel video programming distributor (MVPD): A service provider that delivers programming over cable, satellite, wireline, or wireless networks.

Now that outdoor is becoming more digitized and data-driven, it has become more common for direct-response and direct-to-consumer (D2C) advertisers to use OOH to acquire customers, said Ari Buchalter, CEO of DOOH company Intersection. D2C advertisers are investing in OOH, as well as TV, because they need more reach than what they can get from social and other digital display.

The pandemic has driven smartphone usage around the globe, and Southeast Asia is no exception. Data from a January 2022 data.ai (formerly App Annie) study shows sharp rises in time spent on mobile apps among Android users in 17 countries worldwide, including Indonesia and Singapore. (China—the lone exception—saw no increase in usage.).

“We won’t be able to buy data sets anymore, and walled gardens like Facebook and LinkedIn are getting higher. This is an opportunity for B2Bs to accelerate their first-party data collection and sort out their data lakes and data management. Our future is to take control of our own data so we can target audiences or rely even more heavily on publisher partnerships.”.

Companies are using agile, data-driven commerce. In the past few years, Alibaba, JD.com, and Pinduoduo have launched AI solutions to help merchants churn out new products quickly, economically, and efficiently with better sales results. The trend of using consumer data to inform product creation is known as consumer-to-manufacturer (C2M) commerce.

For comparison, ads shown during the linear TV broadcast sold for $5.6 million apiece. AT&T’s Xandr announced that TV inventory from WarnerMedia, AMC Networks and Disney will be purchasable through Xandr’s platform. Ad buyers will be able to use AT&T data, as well as their own first-party data, for targeting when buying through this platform.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

Roughly 61% of US adults ages 21 and older said they bought more alcohol since March when the pandemic hit, according to June 2020 data from alcohol ecommerce company Drizly, based on its platform activity. The study also found that younger consumers, specifically millennials, lead the pack in online alcohol purchasing.

We don’t expect most users to stop using Facebook because of seeing the notification, but it will cause some of them to change what they think about Facebook using their data. So far, there is conflicting data about how many consumers will opt in to tracking or not.

Our methodology involves the collection of third-party data—primarily survey data—from adult respondents, who were asked about their media use habits. Data is also sourced from online and mobile activity tracking services, government data, and interviews with industry experts.

According to three US buy-side sources who anonymously shared data with us, CPMs for in-stream ads on CTVs ranged from $19.84 to $28.33 between Q4 2017 and Q4 2018. Compared with linear TV, CTV CPMs look expensive. But unlike linear TV, CTV offers advanced targeting options that can eliminate waste, which can make the effective ad rates more comparable between the two.

This analysis involves the collection of third-party data—primarily survey data—from adult respondents, asking them about their media use habits. Data is also sourced from online and mobile activity tracking services, government data, and interviews with industry experts. Using a bottom-up analysis, we assess and analyze reported time spent with each device and media activity across various sources.

“These companies want direct return on investment [ROI], they want to know cost per install, so they're really data-driven.”. But not all industries that are turning to influencer marketing during the pandemic are interested in performance. Takumi’s Keane-Dawson noted an increase in activity from finance companies, including retail banks in the US.

Most of the experts we spoke to for this report agreed that performance advertising had recovered in a quick V while brand spending was starting to come back—but many also noted that within digital channels, and especially with the pandemic putting the spotlight on ROI, even “brand” spending is often driven by data and optimized toward particular goals.