The US ad market will be boring next year. In a good way. Brian Wieser predicts stabilization in 2024. But if you double-click on his numbers, there are several interesting – and somewhat disturbing – trends to note.
It’s only fitting that YouTube, which has long coveted TV’s ad dollars and advertisers, should find out what it feels like to be treated as if it were TV.
Television advertising has the reputation of mainly being a vehicle for branding. But that’s a misconception, says Arjun Kapur, managing partner and founder of Comcast’s Forecast Labs.
With over half of all TV now consumed via streaming services, measuring it in a granular way is possible for the first time. Given this newly-available feedback loop, Jason Fairchild, CEO and co-founder of tvScientific, shares how advertisers can actually apply the scientific method to TV advertising.
Rising inflation, flagging consumer confidence and uncertainty due to ongoing supply-chain issues have economists predicting a recession. But, based on GroupM’s and Zenith’s mid-year forecasts of the global ad market, the recession fears may be unfounded. Still, after the record highs of 2021, ad spending will see a deceleration in 2022.
SmileDirectClub was “born in the classic digital DR space during the Facebook heyday when that channel was super effective,” CMO John Sheldon tells AdExchanger. “Since then, we’ve focused on diversifying our spend to mitigate risk, but also as a way to chase performance across multiple platforms.”
Media industry influencers wrote books about the impact of reach and the importance of reach over frequency. Even today, as media agencies share strategies to combine live/linear with streaming, the discussion often centers on “incremental reach.” But here’s the thing. Just about any reach calculation you see is an illusion, writes Marilois Snowman, CEO and founder of Mediastruction.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. There’s nothing new about a tech-and-media giant like Comcast creating a venture capital arm. But Forecast Labs, a unit of Comcast Ventures, is putting a new spin on VC investments by leveraging unique access to Comcast inventory and media […]
The Fortresses Of Anti-Solitude It’s worth reading at length, but a Q&A between Ben Thompson of Stratechery and Eric Seufert, writer of Mobile Dev Memo, elaborates on platform advertising dynamics, particularly for self-attributing networks like Facebook, Snapchat and Apple. Will ATT and Apple’s privacy policies prove more damaging than expected to platforms like Facebook or […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Upfronts Back In Front Streaming dollars are becoming a key part of upfront negotiations as the market bounces back after a tough 2020. Last year, uncertainty reigned. Sports were on pause and marketers wanted flexibility. But this year, the market is on the rebound […]
