Upfronts are shifting as connected TV ad buys overtake primetime linear for the first time. Advertisers are pushing for performance—not just reach—and premium live content will command high ad prices.

Currency debates are fading as advertisers shift to outcome-based measurement. As performance takes priority, marketers are focusing more on lower-funnel outcomes, while measurement vendors double down on specialized offerings.

Advertisers battle economic difficulties as they head into upfront negotiations.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

The TV upfronts look to bounce back in 2021 after a tough year resulting from disruptions wrought by the pandemic.

During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.

The direct-to-consumer brand movement has reached a critical juncture. Which of these brands will make the leap into the mainstream before their runway runs out?

Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

The retail industry is transforming at both physical stores and in digital. This report examines 10 trends that will most shape retail in the year ahead.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.

Maturing direct-to-consumer brands struggling to scale social channels find a cost-effective solution in TV ads.

Direct-to-consumer brands are growing fast and disrupting the retail industry. How are these brands successfully reaching and converting customers, earning their loyalty, and capturing more of their online and offline spending?

Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

Dave Morgan, CEO of TV ad targeting firm Simulmedia, spoke with eMarketer about which digital applications are likely to find success within TV advertising and which products are overhyped.