Netflix and peers drive 33% more co-viewing and longer sessions than YouTube, boosting ad impact.

Direct-to-consumer TV advertising doubled the collective sales of many of the largest pharma TV advertisers across the last three years, per a recent analysis by VAB. Big Pharma’s large TV ad budgets are still paying off despite the industry-wide shift towards digital. The VAB findings highlight TV’s ability to generate brand awareness that also fuels downstream digital engagement.

As healthcare and pharma ad spend shifts to digital, discover the CTV, social, and search trends redefining media strategy in our latest forecast.

Streaming is becoming a critical investment for marketers as the format evolves and continues to chip away at linear TV’s dominance. In an exclusive EMARKETER interview at Advertising Week New York, Reed Kiely, director of data insights and trends at the Video Advertising Bureau (VAB), outlined how marketers can tap into streaming’s potential and what will define success in a fragmented ecosystem. Marketers should follow audience attention and gradually allocate more budget to streaming services—but “prioritize quality content and ad experiences” as fragmentation heats up.

Advertisers battle economic difficulties as they head into upfront negotiations.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

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

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.

With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.

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 return of live sports produced a flurry of licensing activity from broadcast networks and streaming services—including digital video, social, and ecommerce platforms. It also reignited concerns about the sustainability of pricing models for sports video and TV.

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

Danielle DeLauro, executive vice president of Vab, an organization that provides video advertising insights to marketers and agencies, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the role of brands in addressing social issues and the importance of video to drive messaging about diversity and inclusion.

Advanced targeting on TV and cross-screen placement of video ads are hot advertising topics. This report examines their likely influence on deals conducted during the 2018-2019 TV Upfronts, Digital NewFronts and beyond