Roku wants to open the CTV door for small and midsize brands: A partnership will allow brands to repurpose ads designed for social media to run on its platform.

By 2026, nine streaming services will generate over $1 billion in ad revenue, up from just two in 2020, according to EMARKETER’s forecast. To build that revenue, players across the connected TV (CTV) space are eyeing more ad dollars, which will have a significant effect on marketing budgets and consumer experiences.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

Rx advertising surges on linear TV: We examine the top TV programs for drug ads and explore why pharma marketers are still investing in linear TV amid declining viewership.

CTV manufacturers don’t mind selling at a loss: High market penetration leads Vizio and others to turn to advertising’s lucrative potential.

Amazon’s shoppable video ads faced first big test: Marketers watched their performance over the holiday weekend to mull bigger commitments.

An ad tech M&A spree hints at advertising’s future: A resilient market and dramatic changes create openings for new blood.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media’s declines.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector’s fastest-growing ad channel.

Two-thirds of US TV viewers (66%) would rather watch ads and save $4 to $5 a month than spend the money to ditch ads, according to June 2024 data from Hub Research. That’s up five percentage points from June 2023. Netflix, Amazon Prime Video, Hulu, and Max all have ad-supported tiers now, and consumers benefit by saving a few dollars along the way. Advertisers can capitalize on these cost-saving behaviors by reaching consumers with messaging that emphasizes discounts and deals.

People worldwide spent less time with media across all categories except mobile (which remained the same) in H1 2024 as compared with H1 2023, per GWI data.

Digital live sports viewers have surpassed traditional pay TV live sports viewers in the US, per EMARKETER forecast. This trend will continue next year, when 114.1 million people will watch sports via digital while 82.0 million will watch via TV.

Artificial intelligence (AI) is helping transform connected TV (CTV) into a performance marketing channel, giving paid search and social media a run for their money. CTV ad spend will reach $32.57 billion in the US next year, and AI is helping to boost its potential for advertisers. Here are three ways AI is doing that.

Commerce media networks are expanding beyond retail into new verticals like travel and financial services, creating opportunities for targeted advertising using first-party purchase data. The key to growth will be achieving a delicate balance, and engaging—rather than alienating—consumers.

67.5 million US households use smart TVs, making it the No. 1 device among connected TV (CTV) households across the country, according to July 2024 data from Comscore.

CMOs are often the first people facing pressure to cut spend in a challenging economy. Marketers need to be able to trim budgets in a way that doesn’t thin out the brand. “A common approach we see during these economic downturns is to cut those upper-funnel tactics…but I really believe this is very shortsighted,” said Laura Brooks, fractional CMO at Made by Nacho, during our recent EMARKETER Summit.

30-second TV ad spot costs are falling: Football remains the costliest ad inventory, but viewer pivots to digital are bringing down costs.

The US ad industry is at a crossroads. Which path it takes will depend heavily on which candidate is elected.

105.3 million people in the US will watch live sports via digital this year, up from 95.5 million last year, per our September 2024 forecast.