On today's episode, we discuss the most interesting takeaways from Netflix's Q3 earnings, how much of a boost "Squid Game" gave them, and what the rest of the year has in store for the streaming giant. We then talk about whether TV and social media ad spending is inflated compared to their respective daily consumption and whether a single TV currency is possible. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes.

On today's episode, we discuss the major contributors toward digital advertising's growth this year, what the ceiling is for mobile ad spending's share of the total ad market, and whether TV ad dollars are actually on a downward trajectory. We then talk about Gen Z's ad preferences and the prospects for Apple Podcasts' in-app subscriptions. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Peter Vahle.

The medium screen: New data on ad impressions shows that more YouTube viewing is happening on TVs, suggesting the platform will soon become an increasingly popular place to reallocate TV ad dollars.

The pandemic led to lower TV ad spend and increased connected TV viewing this year. The shift in TV viewing means TV audience measurement gaps must be addressed to keep pace with how, what, and where consumers are watching TV.

TV ad spending takes a hit as marketers adjust their budgets amid a recession.

TV ad spending in the US reached its highest point ever in 2018, a year that featured the Winter Olympics and a midterm congressional election—except no one realized it was a peak at the time. Linear TV had been stagnating for several years, though in early March 2020, the combo of the Summer Olympics and a big presidential campaign season looked set to generate a record $72.00 billion in US TV ad spending that year.

While addressable, which we define as targeted TV ads delivered on a home-by-home basis via cable and satellite boxes, will represent only 4.3% of total TV ad spending in 2021, its share will grow to 6.3% within two years. Meanwhile, linear TV ad spending will grow in 2021 and 2022 as part of a post-pandemic rebound, but it will start to trend downward in 2023.

CTV ad spend will grow by billions of dollars over the next few years, which will significantly increase the overall TV ad spend. As more programming moves to CTV, TV networks, marketers, agencies, and other players have an opportunity to increase the measurability of TV screen advertising. What challenges stand in the way of holistic ad measurement across linear and CTV?

TV ad spending actually declined in 2020, by 13.2%. Like radio, the lack of major sporting events hit the format quite hard. In addition, our estimates for TV ad spend consider only placements in live broadcast environments, with all broadcaster video-on-demand (BVOD) included in the digital video portion of spending.

How will TV ad spending fare in a post-pandemic world? We do not expect TV outlays to bounce back to their pre-pandemic levels over the remainder of the forecast period in five of the six markets we cover. Chile is the only exception, where we project that TV ad spending will return to 2019 spending levels by the end of 2022.

Connected TV ad spending continues to expand substantially.

In a recent survey, 58% of marketers said they’ve shifted budget from linear TV efforts to CTV, illustrating how marketing strategy and spending are changing to accommodate this burgeoning channel.

Nielsen makes big changes to how it measures TV audiences: Following loss of accreditation, the company’s revamp aims to make it simpler for advertisers to compare linear and digital performance.

About two-thirds of the US population are monthly connected TV (CTV) users. Young people are more likely to use CTV than older people. Four in 10 US senior citizens are CTV users—whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.

On today's episode, we discuss the main takeaways from Facebook's corporate name change to Meta, Instagram's affiliate shops development, how out-of-stock messages could affect advertising, Instagram Reels ads versus TikTok paid ads, selling out this year's Super Bowl ads, reacquainting yourself with the commute, a hidden secret in the number pi, and more. Tune in to the discussion with eMarketer analyst Blake Droesch and principal analysts at Insider Intelligence Suzy Davidkhanian and Paul Verna.

Attribution innovations have brought the focus away from video completion rates and toward return on ad spend (ROAS) and cost-per-action (CPA) metrics

Among connected TV (CTV) companies we forecast, Hulu will lead in US ad revenues in 2021 at $3.13 billion, up 44% over 2020.

On today's episode, we discuss how travel companies are changing their offerings to attract travelers, whether a la carte pricing is the way forward, and how travel ad spend is recovering. We then talk about what people think of streaming ads, how the living room is becoming a virtual hub, and why Starbucks is doubling down on drive-thru. Tune in to the discussion with eMarketer director of forecasting Oscar Orozco and associate forecasting analyst at Insider Intelligence Zach Goldner.