Retail media spending is expected to exceed TV ad spending (including connected TV) by 2028.
TV Advertising Articles
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LGBTQ+ Representation in Ads Remains Low
Three-quarters (75%) of non-LGBTQ adults are comfortable seeing an LGBTQ person included in an ad.
The Top Benefits of Merging Linear and Digital Data, per TV Marketers
It’s all about targeting, but there are challenges to overcome.
Gen Z Expresses Preference for Entertaining Rather Than Explicitly Informative Ads
By contrast, Baby Boomers tend to prefer ads that relate to their shopping interests.
US Digital Video Ad Spend to Continue Strong Growth, Powered by CTV and Social Video
Most TV/video buyers consider CTV a “must-have” and say that creator-driven video can be premium.
Retail Media Budgets Are Growing. Where Are Investments Coming From?
Currently, it appears that Search and Social budgets are most under threat, although marketers said they would pull from offline budgets if they needed to.
Total TV Ad Spend to Rise Next Year as CTV Offsets Linear TV Declines
CTV is expected to account for more than 40% of combined linear and CTV ad spending in 2027.
Word-of-Mouth Seems to be More Influential Among Older than Younger Adults
A sizable portion of 18-29-year-olds report turning to TikTok for research before making a big purchase.
Budgets for Creative Are Under Pressure. Where Will Investments be Prioritized?
Slightly more will prioritize targeted promotions and activations than brand-building and awareness.
What Do CTV Viewers Want from the Ad Experience?
The emotion of an ad can positively impact the experience, while repetitiveness can have the opposite effect.
More Consumers Report Engaging with QR Codes in TV Ads
3 in 10 adults in the US and Canada report having used their phone to scan a QR code in a TV show or commercial.
How Big is Retail Media? Soon Bigger Than Linear TV Advertising, According to One Forecast
Retail media is expected to account for 17.8% share of US digital ad spending in 2024.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
B2B Marketers Tout Social Media’s Influence in the Buyer Journey
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
How Do People Want to Learn About Brands’ Sustainability Efforts?
Almost 7 in 10 adults agree that businesses have a responsibility to reduce their environmental impact and promote sustainability.
Marketers Now Say Generative AI is the Most Important Consumer Trend of the Year
As far as generative AI goes, copywriting and data analysis are the areas in which respondents see its biggest potential in marketing.