Following a banner year, US ad spending in 2022 will be shaped by three key trends: Linear TV crossing the Rubicon, a billionaires’ club emerging in connected TV (CTV), and ecommerce ad spending enriching Google, Amazon, and a crop of newcomers in search and retail media.

In May, we updated our forecasts for US linear addressable and linear programmatic TV ad spending. Linear addressable is growing steadily and will near $4 billion in spending by the end of 2023; that’s about double its pre-pandemic levels. While linear addressable is growing, its ceiling is limited. This is because the number of addressable TV households keeps shrinking due to cord-cutting.

Featured forecasts include time spent with digital media, smartphones, desktops/laptops, social networks, digital video, digital audio, subscription OTT (sub OTT), YouTube, TV, and radio. KEY STAT: This year, US adults will spend 53.7% (or 3:07) of their daily video time with traditional linear TV, and the remaining 46.3% (or 2:41) with digital. This will be the slimmest lead for TV yet. Key Points.

While most upfront deals are still centered on linear TV, streaming services are taking a bigger cut of upfront dollars. Some streamers are affiliated with TV networks while others have commitments that are independent of linear TV altogether. Last year, notable streaming upfront deals included:. NBCUniversal announced that Peacock had secured $500 million in upfront commitments.

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.

With linear and digital viewing expected to be nearly equal by 2023, according to eMarketer, CTV is already a mainstream way of consuming content. Is your plan caught up? 2. Embrace advanced video creative and interactive campaigns. Last year, 32% more advertisers ran dynamic video campaigns, garnering higher engagement than ads served via standard pre-roll creative.

Offline, this includes broadcast and cable networks as well as multichannel video programming distributors (MVPDs), such as Comcast and DirecTV. The buy side: those that are seeking to share a message with consumers. In other words, brands and the agencies that represent them. Intermediaries: those that facilitate ad transactions.