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Media Buying

Though the ad industry has had a notoriously difficult year, search advertising is well positioned to grow in the years to come. On the consumer side, however, search behaviors are shifting, which could spell danger for those who don’t innovate.

The ad downturn isn’t bad news for everyone: Smaller brands are getting extra visibility from ad spend now that big advertisers are pulling back.

Global digital video ad revenues will top $360 billion in 2027, according to Omdia. That’s up more than $170 billion from this year. By contrast, video subscription revenues will rise about $30 billion over that period and remain below $120 billion in 2027.

Mobile duopoly under scrutiny: Apple and Google own the platforms, mobile devices, operating systems, app stores, and browsers. UK regulators are preparing to enact more stringent regulations.

Digital video viewership is being propped up by connected TVs (CTVs), which allow for easy access to streaming apps on the biggest screens in households

Better audience targeting with the launch of Audience Insights could help protect the TikTok from the current ad decline.

Paramount’s restructuring and layoffs bely their challenged market position: Pluto TV and Paramount+ are attractive streaming assets, but may not be enough to help them increase market share.

Five consecutive months of lower ad spending: The US ad industry is approaching a milestone for reduced spending, but the market will grow overall.

NBCU announces Currency Council: The future of measurement is multicurrency—and the media giant continues to take a leadership role.

Nielsen suspension remains as rivals try to capitalize: The monopolistic measurement player will be hard to oust, given how much money is at stake.

Despite the Basic With Ads subscription tier being released just two weeks ago, we’re forecasting Netflix will see US ad revenues of $830 million in 2023, growing to $1.02 billion in 2024. It’s an impressive acceleration in ad revenues, but it puts the company behind a few streaming rivals.

Search engine marketing costs are on the rise in 21 of 23 industries: New analysis finds that Google Ads are getting more expensive.

YouTube’s ad frequency capping solution should help campaign ROI: The video giant cites data suggesting advertisers can earn better returns by showing fewer ads.

Insider Intelligence spoke with Dr. Sophia Yen, co-founder and CEO of Pandia Health, a service that provides online access to birth control, about the unique challenges the telemedicine company has faced on TikTok.

We expect US subscription OTT video ad spending to near $10 billion and account for 3.4% of all digital ad spending—and 10.2% of total video ad spending—by the end of 2023.

“As TV takes on more elements of digital, institutional barriers around those centers of knowledge are being broken down, and TV and digital teams are being integrated,” said our analyst Evelyn Mitchell on our “Behind the Numbers: The Daily” podcast. But “institutional change takes time.”

We’ve lowered our Meta ad revenue forecast by about $16 billion for this year, from $129.16 billion to $112.68 billion. Through 2024, its ad business will bring in billions of dollars less each year than we previously expected.

Advertisers are ditching a tumultuous Twitter in the wake of Elon Musk’s erratic behavior, combined with an underwhelming (or downright concerning) earnings season for Big Tech.

Popularity with Gen Z isn’t enough to stop a US reorg at TikTok: With ad sales slowdown looming, the company is shuffling leadership and hoping social commerce moves pay off.