Digiday+ Research: How advertisers are approaching spend in the upfront market
Marketers are increasingly planning to allocate budget towards upfront marketplace spending, with more investing this year compared to previous ones. [ more ]
Google Touts Programmatic Video Capabilities at NewFronts
Google emphasizes the importance of using DSP Display & Video 360 for TV advertising, showcasing success stories and new tools for better inventory access and management. [ more ]
Cadent acquires AdTheorent for $324 million to enhance its performance capabilities and expand into an omnichannel platform.
Cadent aims to bridge the gap between TV and digital performance measurements, while addressing issues with attribution in retail media networks. [ more ]
A Streaming TV Prizefight: Walmart Tries Muscling In On Amazon
Television commercials date back to 1941, setting the stage for companies like Walmart to leverage TV advertising for exponential growth.
Linear TV advertising played a significant role in the success of companies like Walmart, but the landscape is shifting towards digital advertising dominance. [ more ]
US Political Ad Spending to Soar in 2024 With TV Media the Biggest Winner - Report
U.S. political advertising spend is expected to jump by nearly a third in 2024 compared to the previous presidential election year, with TV media receiving the majority of the dollars.
Ad spend on traditional media, particularly TV, will rise 7.9% and account for 71.9% of all political advertising spend in 2024. [ more ]
The 1980s saw the birth of consumerist culture with the rise of yuppies and the impact of TV advertising.
Top ads of the 1980s included Apple's groundbreaking Macintosh spot directed by Ridley Scott and Ralph Lauren's representation of powerful women. [ more ]
The DSP-To-CTV Pipeline; Getting A 360-Degree View | AdExchanger
DSPs can capitalize on direct relationships in TV ad buying by utilizing supply-path optimization initiatives like Direct Access by Viant.
Viant focuses on CTV with its post-cookie identity solution called the 'Viant Household ID,' offering a better way to anchor identity and connect first-party data from advertisers and content owners. [ more ]
$7 Million for 30 Seconds? It's Worth It at the Super Bowl.
The average cost of a 30-second ad spot during the Super Bowl was $7 million.
The Super Bowl remains a highly sought-after advertising opportunity due to its massive reach and dwindling opportunities to reach a mass audience through network television. [ more ]
A New Industry Trade Org Is Born; Google Versus Publishers | AdExchanger
Non-profit organization Go Addressable aims to address the challenges of TV advertising by providing guidance to marketers on addressable TV advertising.
With additional funding from annual membership dues, Go Addressable plans to invest in creating resources and guidelines to increase the effectiveness of addressable advertising.
Although some advertisers are hesitant to invest in linear addressable due to its scarcity and cost, the targeting capabilities of addressable advertising are a valuable asset. [ more ]
TV advertising is experiencing a decline in revenue despite the industry narrative of growth and excitement.
Linear TV advertising is declining while streaming revenue is increasing, but one does not offset the other.
The TV advertising business is on the brink of change as consumers prefer streaming and the current advertising model does not fit streaming platforms. [ more ]