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Media Buying

Streamers poised to take greater share in US upfront market: Advertising dollars will flow to services such as Hulu, Peacock, Roku, and YouTube TV.

Digital audio has been taking up more than an hour per day of US adults’ time since 2016, and 2022 will be another year of solid growth. They will consume an additional 3 minutes per day of digital audio this year, to reach 1:40. Among active digital audio listeners, the daily figure will be a robust 2:17.

Advertising reacts to the uncertain economy: Ad spending will remain strong this year, but the challenges ahead are many.

Over the course of 2021, the Chinese government promulgated two groundbreaking laws governing the country’s digital economy. The Data Security Law (DSL) and the Personal Information Protection Law (PIPL) were introduced throughout H1 and implemented in H2.

Warner Bros. Discovery cuts costs and preps for advertising cool-off: The media giant is slashing 1,000 jobs from its global ad sales team.

Several forces are driving up costs per thousand on both linear and connected TV. On the linear side, audience levels have dropped at a faster rate than ad spending, so more dollars are chasing fewer viewers.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

US linear TV ad spending will hit $68.35 billion this year and fall to $64.94 billion in 2026. Despite that decline, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion this year to more than $100 billion in 2026 due to the surge in CTV viewing.

Marketers across five leading verticals all allocated more than 50% of video impression share to connected TV (CTV), according to a 2021 Innovid report, illustrating CTV’s position as a mainstream way of consuming content.

On today's episode, we discuss the players in the advertising space—besides Meta, Google, and Amazon—that have created a billion-dollar ad business and which ones are close to gaining membership to the billion-dollar ad club. "In Other News," we talk about a refresh to the Federal Trade Commission's digital ad guidance and what Amazon's worldwide consumer chief stepping down means for the retail giant. Tune in to the discussion with our analysts Andrew Lipsman and Max Willens.

Netflix and Roku are the right match at the wrong time: A rumored merger makes sense on the surface, but not in the current landscape.

US adults are spending more time watching YouTube on connected TVs and less time watching it on mobile devices. This year, for the first time since we began our forecast, less than half of time spent with YouTube will be on mobile, as viewers pivot to watching these videos on the same screen as their TV programming, separate from their TikToks and Instagram Reels.

This year, 57% of US video ad spending will go to linear TV, a decline from 62% in 2021 and 71% in 2020. By comparison, ad spend share is increasing for connected TV (CTV) and other digital formats such as social video.

Search advertising is the oldest form of digital promotion, with roots in Google’s rise during the late 1990s. Search engine optimization (SEO) and search engine marketing (SEM) were disciplines that brought legitimacy to digital marketing departments. The sustained performance of search to this day is a big part of why Google remains such a powerful digital ad platform.

Among US social network users, those ages 18 and older will spend an average of 1 hour, 40 minutes per day on those platforms in 2022, the same amount as last year. This figure is peaking after pandemic restrictions fueled a rapid rise in social media use over the past two years, and it will decline by 2 minutes next year.

Sheryl Sandberg is leaving Meta at a crossroads: Departure of No. 2 exec comes as company faces major business challenges.

Warner Bros. Discovery could use its size to boost ad costs: Media powerhouse seeking higher prices for its content in initial upfront talks.

The average US adult will spend more time watching digital video than TV in 2024, marking a victory for connected viewing in the streaming revolution. Daily time spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.

Amazon will make up 77.7% of US ecommerce channel ad revenues this year, contributing $27.94 billion of the $35.96 billion total.

Meta clashes with Apple over AppTrackingTransparency: The change damaged Meta’s profits, but Apple’s ad business is soaring.