The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
Spending & Spenders Articles
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US Online Media Spend in 2023 and the Outlook for 2024
Total US online media spending is expected to grow by almost 15% this year, capturing more than 6 in 10 media ad dollars.
Programmatic to Edge Direct Buying for Audio and Podcasts This Year
The advertisers surveyed are 10 times more likely to say they’ll increase (62%) than decrease (6%) their programmatic ad spend this year.
US Offline Media Spend in 2023 and the Outlook for 2024
It was a “down year” for offline media spending last year, but things look a little brighter in this election year.
Contextual Data Rising in Importance for Targeting
More than 6 in 10 advertisers expect to increase their use of contextual data this year.
These Are Digital Advertisers’ Biggest Challenges This Year
Digital advertisers seem to have made progress in automating the creative process.
Multicultural Media Reportedly Accounts for Only 5% of US Marketing & Advertising Spending
The share of US marketing and advertising spend allocated to multicultural media hasn’t changed in the past 5 years.
What Matters Most to Agencies When Executing YouTube Campaigns?
Brand suitability is rising as an objective, though brand safety and ad performance continue to be paramount.
Podcast Spending Expected to Rise as Marketers See It as Under-Advertised
Podcasts are perceived to be better than streaming music and radio for unduplicated reach and reaching affluent audiences.
Programmatic Advertisers in the US Look to Prioritize Performance
Around half of advertisers include programmatic across all campaign types (upper, mid, and lower funnel).
US Newspaper Ad Revenues Dropped by Almost 60% Over A Decade
Almost half of analyzed newspaper companies’ ad revenues last year came from digital ads.
US Out-of-Home Ad Spend Continued Its Growth in Q3, Albeit Slowly
Digital accounted for almost one-third (32%) of OOH ad sales for the quarter.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
The Top Challenges of Using Retail Media Networks
Despite previous indications that advertisers were using RMNs for more than lower-funnel objectives, that’s the main challenge cited in this study.
Digital Accounted for One-Third of Growing Out-of-Home Ad Spend in Q2
OOH ad spend continued its ascent, posting the second-largest Q2 on record.
As RMN Ad Spend Grows, What Are Buyers’ Main Reasons for Investing?
RMN advertisers perceive benefits in reaching new/incremental audiences and leveraging retailers’ first-party data.