Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.

Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. “Try it more. Use it not just for that one stunt,” said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

Even premium TV brands like LG are now showing ads on screensavers, joining other video platforms in monetizing this idle screen real estate. But will these ads actually move the needle for advertisers?

Live sports programming accounted for nearly 40% of US national TV ad spend in both Q4 2022 and Q4 2023, according to September 2024 data from iSpot.tv.

The election brings more ad spending to Spanish-language media: TelevisaUnivision garnered record US political ad revenues as candidates fight for Hispanic voters.

2024 has been a disruptive year for generative AI (genAI), which transformed from a buzzword into a practical part of marketing workflows, and commerce media as more platforms launch. Meanwhile, advertisers are still figuring out the lifespan of third-party cookies. And connected TV (CTV) advertising got a big boost from Prime Video.

Meta and Google enjoy political ad spend boom: The ad duopoly is effective for reaching consumers en masse, but TV spending shifts hint at big changes.

The number of companies with more than $1 billion in annual US connected TV (CTV) ad sales jumped from two in 2020 to five this year. In a recent EMARKETER webinar "CTV Watch: How Streamers Compare in Time Spent and Ad Revenues,” our analyst Ross Bones explained the top trends in CTV viewership and ad spend.

Brands can maximize efficiency by targeting Hispanic consumers: The highly diverse demographic reports high brand recall and positive association with sports.

CTV isn’t exempt from privacy regulation: While regulatory efforts are uncertain, advertisers should begin adopting privacy-oriented CTV solutions.

Walmart is unlikely to put Vizio data behind closed doors: A renewed measurement deal with Comscore could assuage concerns about signal loss.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

As more streaming platforms launch ads and user attention remains high on sites like TikTok and YouTube, advertisers are splitting video budgets between social, streaming, and online video. Here are five charts to help demystify video advertising.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.

Digital’s share of total media ad spending will hit almost 78% in 2024 and exceed even this high number in some industries. This report looks at some factors that correlate with an industry’s digital spending.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media’s popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn’t without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

US ad market grows 14% YoY in July: While spending continues, the industry remains cautious amid economic uncertainties and election-year volatility.