Completion rates fell for longer videos, but rose for shorter ones.
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US Online and Traditional Media Advertising Outlook, 2023-2027
A comprehensive look at several advertising markets in the US, including some milestones to come.
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Video Podcasts Find an Audience with Gen Z
Gen Z adults were more likely to say they watched video episodes of podcasts than listened to podcasts every day.
About Half of US Adults in TV Households Watch Video on CTV Devices Every Day
The majority (55%) of TV sets in US households are now smart TVs.
Which Marketing Tactics Are in the Cards for B2B Firms Over the Next Year?
While relatively few B2B marketing leaders are currently using generative AI, that group expects to increase their use in the coming year.
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.
3 in 10 Sports Media Users Have Subscribed to Streaming Platforms for Exclusive Sports Content
Soccer fans are particularly likely to subscribe to streaming platforms to access exclusive content.
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.
Digital to Account for More Than Two-Thirds of Global Ad Spend This Year
Retail media spending is expected to exceed TV ad spending (including connected TV) by 2028.
Consumers’ Entertainment Choices Are Much Broader Than Just Premium Video
Among 18-34-year-olds, the majority of entertainment sources used are not premium video.
CMOs’ Major Resource Allocations to Remain Steady Amid Budget Pressures
Three in 4 CMOs are facing pressure to “do more with less.”
The Top Benefits of Merging Linear and Digital Data, per TV Marketers
It’s all about targeting, but there are challenges to overcome.
CMOs Less Likely to See Barriers to Sustainability
Some 81% of senior marketers agree that their business will undergo a fundamental pivot in response to climate change.
These Industries Are Expected to Be the Biggest Spenders on Ads Next Year
The Retail industry will continue to be the biggest spender on advertising, but it will have one of the slowest rates of growth.
US Adults Are Finding TikTok Far More Engaging Than Facebook
Despite a much smaller user base, a forecast calls for total daily minutes spent by US adults with TikTok to exceed those spent with Facebook.
3 in 10 Sports Media Users Have Subscribed to Streaming Platforms for Exclusive Sports Content
Soccer fans are particularly likely to subscribe to streaming platforms to access exclusive content.
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.
Digital to Account for More Than Two-Thirds of Global Ad Spend This Year
Retail media spending is expected to exceed TV ad spending (including connected TV) by 2028.