Video ads appear to be set for strong growth next year.
Still, youth (18-34) are the most likely to do so, with 83% watching video on non-TV devices daily.
In a new milestone, streaming exceeded cable in share of total TV viewing time.
TV is still the biggest medium for product placement spending, but digital media and recorded music are rising.
Viewers appear more accepting of ads on streaming services than on traditional TV.
Streaming was once the place to avoid ads. Now it’s increasingly relying on ads to fuel growth.
Direct mail is a significant budget item for DTC brands, but its share of spend may decrease in the coming year.
Another priority for CX improvement in the coming year is aligning teams and tactics to create a seamless brand experience.
4 in 10 would pay $30 to stream a movie at the same time it’s released in theaters, up from a third last year.
Two-thirds agree that connected TV/OTT allows them to target in ways they cannot with linear TV.
Netflix and YouTube together account for more than one-eighth of total TV time.
Digital display, social media, and linear TV are the most likely to be above-average at delivery on both revenue and brand metrics.
85% of the adults surveyed say that rising inflation has had an impact on the way they shop.
Youth are more likely to turn to the internet than to a financial advisor.
Some will be including interactive content in the year ahead, though few expect to leverage AI.
Almost 6 in 10 marketing decision-makers say creative is very important to their customer experience strategy.
Adults will spend more time listening to digital audio than watching subscription OTT video.
As CTV viewing grows, it is drawing a diverse audience while Netflix sees more competition.