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Media Buying

US ad spending fell 12.1% in December 2022, the sixth consecutive month in which total spending has declined, according to revised data from Standard Media Index’s US Ad Market Tracker. To no one’s surprise, inflation continues to take its toll. But things may not be as bad as we thought.

B2B marketers became more focused on data during the pandemic when in-person events—a classic way of collecting first-party leads—ceased to be an option, and they shifted more resources toward digital. Despite a drop in growth in 2023, data spending will hit $3.91 billion by 2024.

Disney to bring Hulu ad targeting to its streaming properties: Move should bring efficiencies as Netflix looks to bulk up its ad tier.

Walmart’s fledgling retail media business made big gains in Q4: Ad spending on the platform rose 31% YoY thanks in part to the ads’ growing effectiveness.

Mobile app install ad spending is on the rise, and more video content on social media means an increase in time spent on platforms. Plus, click and collect remains a popular option for grocery buyers. Our forecasters laid out some good news for advertisers.

Retail media was the fastest-growing digital ad channel worldwidein Q3 2022, with retail media spend increasing 45% versus a year ago, according to Skai. It also gave advertisers more bang for their buck with impressions up 61% and costs per click down 12% year over year.

TikTok’s recommendation oversight could usher in a new era for social media: The embattled app promised regulators access to its algorithm, which could mean similar changes for competitors.

Despite uncertainty, marketing budgets could be on the rise: Thanks to digital and social challenges, print might benefit more than you’d think.

As many advertisers are cutting budgets as increasing them: Advertisers worried about the economy are slashing spending, but the shift to digital leaves them little choice.

Though Meta’s sheer size makes it a platform that advertisers can’t afford to ignore, the titan of advertising’s throne has never sat on shakier ground.

Subscription OTT video is chasing linear TV in terms of time spent in the US. We estimate adults still spend significantly more time per day watching TV, but that figure is decreasing and will fall below 3 hours this year. Meanwhile, for subscription OTT video, time spent will surpass an hour and a half per day. But ad spend on these platforms is not proportional to time spent.

TikTok delivers best bang for the buck among rivals, studies show: The platform continues to put pressure on both Meta and Google.

This week, Meta announced its Variance Reduction System, which it says will equitably distribute ads via census data and machine learning. The new tech was created in partnership with the US Department of Justice (DOJ), representing the first instance of direct court oversight for Meta’s ad targeting and delivery, according to a DOJ statement.

Just five countries will produce double-digit growth rates for total media ad spending in 2023, and of these India will be the only large market to do so.

TikTok deal with IMDb enables discovery feature: Users can link to TV and movie content in their videos.

IRI woos shopper marketers: Its new platform should give advertisers greater visibility into retailer and SKU-level results.

Connected TV (CTV)’s digital DNA and ability to target specific audiences has catapulted its popularity among advertisers. Learn why a wide variety of advertisers, including direct-to-consumer brands, are using CTV ads to reach streaming viewers and drive measurable results.

CES delves into the creator economy: Sessions included topics such as data accessibility and influence of AI, underscoring the rising power of the booming creative class.

Paramount is playing catch-up when it comes to ad innovation: The media giant is exploring a number of initiatives to fuel its aggressive streaming goals.